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Movements for a Sustainable Future: Circloop and the GO GREEN Project

In a bold step toward environmental sustainability, Circloop, a company based in Minato City, Tokyo, is excited to announce its participation in the GO GREEN Project. This initiative, spearheaded by the Sharing Economy Association, aligns with the upcoming Green Friday on November 28, 2025, which aims to encourage sustainable consumption through conscious choices. Circloop operates under the mission to make sustainability a norm, promoting reusable cup services designed to combat plastic waste and foster eco-friendly behaviors.

Understanding Green Friday

Green Friday serves as a counter-movement to the traditional Black Friday, notorious for its excessive consumerism and large-scale sales events held on the fourth Friday of November. Instead of promoting wasteful purchasing, Green Friday emphasizes the importance of cherishing and prolonging the lifespan of products. This initiative has gained traction primarily in Europe and North America, where communities are becoming more aware of the environmental footprints of their consumption habits.

The Essence of the GO GREEN Project

The GO GREEN Project is designed to foster environmentally-conscious behaviors under the theme of “GO GREEN.” Launched in 2022 by the Sharing Economy Association, the program aims to shift consumer practices from the conventional ‘buy cheap, dispose easily’ mentality to a more thoughtful approach that supports sustainable living through sharing and reusing.

From November 25 to 30, 2025, participants are encouraged to adopt the green logo, prompting conversations around sustainable choices. Circloop aims to leverage this initiative to inspire individuals and businesses alike to rethink their consumption habits.

The Impact of Disposable Cup Culture

In Japan, particularly in corporate environments, the alarming rate at which disposable cups are discarded poses significant environmental challenges. This waste not only contributes to increased carbon emissions but also adds strain to waste management systems. Circloop recognizes this pressing issue and has committed to facilitating a transition from disposables to reusables by providing a circular service for reusable cups in offices and businesses.

By eliminating disposable containers at events and workplaces, Circloop directly contributes to reducing CO2 emissions (Scope 3 emissions), thus advancing decarbonization strategies and supporting ESG (Environmental, Social, and Governance) compliance.

Circloop’s Contributions to the GO GREEN Project

As part of the GO GREEN Project, Circloop will showcase its reusable cup services as a viable option within the sharing economy framework. By creating a system where consumers can effortlessly participate in reuse practices, Circloop aims to normalize sustainable habits without requiring conscious effort from individuals.

Additionally, Circloop participated in the SHARE SUMMIT 2025, which took place on November 25. Within the Green Friday booth, the company presented its initiatives aimed at minimizing environmental impact through reuse. Attendees were offered coffee in Circloop's reusable cups, showcasing the practicality and eco-friendliness of their solutions.

A Future with Sustainability at its Core

Looking ahead, Circloop is dedicated to transforming the perception of sustainability from being a ‘special’ initiative to an ‘ordinary’ part of everyday life. By offering systems that promote recycling and the use of reusable products, the company hopes to inspire systemic change in consumer behavior across various sectors.

With its headquarters located in a prime area of Tokyo, Circloop was founded in October 2022 with a capital of 35.7 million yen. The company continues to innovate and promote environmentally friendly practices that align with global sustainability goals. For more information about their projects, reach out via email at [email protected].

Together, let's work towards a disposable-free society, making sustainable choices a regular part of our lives.