Visualizing the Impact of RecyCreation in Ishinomaki: Introducing the “Kuro-Matsu Vision”

Since 2017, Kao has been collaborating with the local community in Ishinomaki City, Miyagi Prefecture, to advance its resource circulation initiative, “RecyCreation”. We have reviewed the past decade of this initiative, quantified its impact and compiled the results into the “Kuro-Matsu Vision.” This initiative has been selected for the Ministry of the Environment of Japan’s “Fiscal Year 2025 Regional Resource Circulation Promotion Support Project (Circular Business Model Demonstration Project)”.

The History of Our Initiatives in Ishinomaki

This initiative is grounded in the idea that the conventional “use-and-dispose” mindset should be transformed.
With this in mind, we collect and recycle used refill packs of detergents, shampoos, and other products.
Through resource recovery, we aim to establish a resource circulation system within the local community.
In Ishinomaki City, which has been working toward recovery since the Great East Japan Earthquake, we have collaborated with local stakeholders, including the Sustainable Design Workshop (General Incorporated Association), to sustain and expand these activities.
Starting from a small number of collection points, the scheme has expanded to 65 locations across the city and has become a well-established community activity.

Photo:Collection point at Ishinomaki Municipal Ooyachi Elementary School

Collection point at Ishinomaki Municipal Ooyachi Elementary School

Measuring and illustrating impact

To clarify the value these initiatives have brought to the local community and the environment, we have conducted an impact assessment covering environmental, social, and economic dimensions, in collaboration with Harch Inc. and Sumitomo Mitsui Trust Bank, Limited.

Key outcomes across three areas

Environmental: Total amount recovered: 9,612 kg (cumulative total as of the end of November 2025); CO₂ reduction contribution: approx. 5.6 t-CO₂eq (cumulative total); Increase in willingness to recycle through horizontal recycling products: 97% ^*
Economic: Reduction in waste disposal costs: 377,051 yen (cumulative); Purchase intent for recycled goods among participants in the collection scheme: 80% (purchase intent among non-participants: 65%) ^*
Social: Estimated annual participation: approximately 6,500–7,000 people; Percentage of participants who reported an increased sense of community: 50.8%; and an increased sense of pride in the local area and recycling: 76.3%^*

* Survey of event participants: Results of the survey conducted at the Ishinomaki Environment Fair on 16 November 2025 (59 participants, 51 non-participants, total of 110 respondents) were compiled and analyzed.

Qualitative findings also highlighted values such as “fostering civic pride and self-confidence,” indicating that connections among people and locally rooted knowledge have been strengthened.

Based on these findings, and with the collaboration of local designers, we created “Kuro-Matsu Vision”, a concept that uses the black pine, a symbol of Ishinomaki City, as its central motif to convey the impact across three key dimensions. This “Kuro-Matsu Vision” embodies the sentiments, connections and community-rooted values that have been nurtured through our RecyCreation initiatives. It represents not only a resource circulation system, but a model for creating value in partnership with the local community.

Impact Logic Model for Ishinomaki RecyCreation

Ishinomaki RecyCreation’s Kuro-Matsu Vision (Japanese)

Local initiatives and nationwide outreach

The “Kuro-Matsu Vision,” which visualizes the progress and impact of our initiatives in Ishinomaki, has been compiled into a pamphlet and posters, and was presented to the local community at the “Ishinomaki Region SDGs Symposium” (held on 29 January 2026). We are also progressively displaying and distributing these materials at collection points across the city (65 locations) to communicate the significance of the initiative to as many people as possible and encourage further participation.

Furthermore, we have presented our initiative as a practical model for resource circulation at events such as the Circular Partners (CPs) General Assembly organized by the Ministry of Economy, Trade and Industry, and the Ministry of the Environment of Japan’s “Information Sharing Session on the Regional Resource Circulation Promotion Support Project”. We intend to continue presenting our work at such events in the future, with a view to fostering discussions aimed at social implementation.
We will continue to collaborate with local communities and partners to address social challenges through resource circulation initiatives.

Photo:Presentation of initiatives at the Ishinomaki Region SDGs Symposium