The "2030 Zero Disposable Umbrellas Project" Emerging From Unique Japanese Culture

Why Plastic Umbrellas?

The iKASA project aims to reduce the use of disposable umbrellas through an umbrella rental service. Users can rent umbrellas for 140 yen per use or subscribe for 280 yen per month. The service has expanded to 1,600 locations with a membership base of approximately 600,000. iKASA aims to grow further, with the goal of surpassing the number of plastic umbrellas purchased by 2030.

When first visiting Japan, the number of umbrellas on the streets during a shower can be overwhelming. In the UK and US many people favor raincoats over umbrellas as rain is frequent but light. According to Marukawa, in Malaysia the rain is so heavy people prefer to wait it out in shopping malls or get an Uber.

In comparison, Japan is a subway-based society and convenience stores are well developed, so buying an umbrella is quick and familiar. In fact about 120-130 million umbrellas are consumed in Japan every year, and it's said that around 60 to 80 million umbrellas are disposable plastic umbrellas.

After discovering the high volume of disposed umbrellas in Japan, Marukawa decided to launch an umbrella-sharing service in Tokyo, hoping to create an impact and work towards a social business he envisioned. He drew inspiration from successful sharing economies such as Uber and Grab (a car-dispatch app from Singapore) that he frequently used in Malaysia, as well as the growing popularity of bicycle-sharing in Japan.

What Sets iKASA's Umbrellas Apart?

Plastic umbrellas are flimsy and easily break. They are so readily available that many people forget them on trains or in bathrooms, prompting them to buy new ones at convenience stores, resulting in multiple umbrellas at home.

iKASA umbrellas are sturdier, and all the parts can be dismantled and replaced if necessary. The returned umbrellas are inspected and any umbrellas needing care are collected and fixed, one spoke at a time.

Instead of purchasing a plastic umbrella that is often used only once, an iKASA umbrella can last for approximately five years, allowing for around 500 uses if it rains 100 times a year. Marukawa emphasizes that this low resource cost, combined with the focus on a durable product that provides lasting value, contributed to iKASA's recognition in the TFA's ESG Investment Category, "aligning with the Ministry of the Environment's goals for a recycling-oriented society". Through iKASA, the Nature Innovation Group, Inc aims to create a model that benefits both the environment and the economy, challenging the notion of a trade-off between the two.

Participation in the Tokyo Financial Award 2023

Nature Innovation Group entered the TFA due to the high number of disposable umbrellas in Tokyo and the Tokyo Metropolitan Government (TMG)'s strong commitment to environmental initiatives. Marukawa emphasized the importance of collaboration with the TMG and local authorities, as the team aims to integrate umbrella services into the city's infrastructure. Participation in the TFA positions iKASA as a recognized service, which may facilitate the expansion of installation locations.

Marukawa was particularly impressed by the diversity of the award-winning companies. He expressed gratitude for the opportunity to meet Koike Yuriko, Governor of Tokyo, and accept the award in person, especially since the ceremony for his win at the 2020 Going Global Innovations Competition was canceled due to the COVID-19 pandemic.

Financing For Social Impact Start-ups

Financing and financial awards are essential for startups, especially those focused on social impact. Organizations like the Impact Startup Association (hereafter referred to as ISA), of which Nature Innovation Group, Inc. is a member, aim to balance profit with societal benefit to foster sustainability.

The success of various well-known companies in the ISA highlights the importance of financial support in reaching these goals.

Tokyo as a Thriving Hub for Entrepreneurs

Marukawa notes that Tokyo's high population density and financial strength create a favorable environment for business.

He sees Tokyo as a supportive place for innovative ideas, aided by the TMG and the Ministry of the Environment, which provide grants and resources for business development. Additionally, Japan's growing venture capital presence provides new funding opportunities for entrepreneurs, making Tokyo and increasingly attractive place for social and environmental ventures to test their ideas. 

The Future of iKASA

Marukawa shares that of the approximately 50,000 convenience stores in Japan, around 30,000 are situated in areas where umbrellas are in demand. He plans to expand iKASA locations to match this figure within the next three to four years, and by 2030 aims to outnumber new umbrellas with those of iKASA, reducing the number of disposable umbrellas to zero.

Marukawa Shoji

CEO of Nature Innovation Group iKASA Inc. Raised in Southeast Asia, he is fluent in Chinese and English. At 18, he developed an interest in social business, aspiring to create ventures that benefit society. He pursued his university education in Malaysia, where he recognized the potential of the sharing economy. Inspired by this concept, he returned to Japan and founded Nature Innovation Group in 2018, and launched the iKASA service.