Sustainable Selection
2025-06-23 02:11:30

Introducing the Future of Shopping: Sustainable Selection at Real×Tech LAWSON

Dive into a New Era of Sustainable Shopping at LAWSON



From June 23, 2025, LAWSON will unveil its flagship store at Takanawa Gateway City, incorporating innovative technology and sustainable practices to create an extraordinary shopping experience. This store will be home to the first "Sustainable Selection," showcasing products that prioritize environmental and social responsibility.

Revolutionizing Convenience Stores with Real×Tech LAWSON


The partnership between KDDI and LAWSON aims to blend physical retail with digital technology, fostering a deeper connection between consumers and their shopping environment. This cutting-edge store will utilize data and technology to provide personalized product recommendations through digital signage, transforming how customers interact with brands and products.

Visitors will find an engaging space where they can enjoy a shopping experience unlike any other, enhanced by immersive communication options and remote consultation services related to daily living. This initiative marks a significant step towards a more customer-focused, tech-integrated retail landscape.

Introducing the Sustainable★Selection


One standout feature of the LAWSON Takanawa Gateway City store will be its dedication to sustainable products through the "Sustainable★Selection" initiative. Curated by Alterna, this selection highlights goods and services that positively impact the environment and society. The initiative encourages ethical consumption while showcasing a variety of products that support sustainability.

Notably, customers won’t purchase these eco-friendly products directly in-store; instead, they can scan QR codes displayed on digital signage to buy items online via company e-commerce sites, promoting a seamless shopping experience that aligns with modern consumption patterns.

Understanding Sustainable★Selection


The "Sustainable★Selection," or "Sasusele," awards stars to products that adhere to sustainable and ethical practices:
  • - One Star (★): Indicates that a product or service contributes to sustainable development.
  • - Two Stars (★★): Represents businesses committed to sustainable management alongside product contributions.
  • - Three Stars (★★★): Highlights products that create significant social impact within the two-star category.

Since its inception, the initiative has recognized 223 one-star products, with 66 achieving two-star status and 36 reaching the prestigious three-star mark. By fostering a robust community of sustainable businesses and products, the Sustainable★Selection plays a crucial role in addressing societal challenges.

Noteworthy Products: GreenPan and Happy Elephant


Among the items showcased at the LAWSON store will be:
1. GreenPan by Y-Yacht: This innovative cookware brand, established in Belgium in 2007, is known for its ceramic non-stick coating that contains no harmful chemicals, including PTFE and PFOA, ensuring a safe cooking experience.

2. Happy Elephant Series by Saraya: This eco-friendly cleaning product line uses natural fermentation-based cleaning agents and aims to support environmental conservation through responsible sourcing and community initiatives in Borneo.

Event Details


  • - Location: LAWSON Takanawa Gateway City Store, 2-21-1 Konan, Minato, Tokyo, Japan
  • - Exhibition Period: June 23 - July 31, 2025
  • - Featured Products:
- GreenPan: Learn More
- Happy Elephant Series: Learn More

The Importance of Sustainability in Retail


Alterna’s mission is to champion sustainable products and services, making them accessible to a wider audience. By incorporating eco-conscious products into the everyday shopping experience, LAWSON is taking significant strides toward a sustainable future. The vision for the future convenience store includes a welcoming environment where everyone can easily pick up sustainable goods. This step forward represents just the beginning of a larger movement to promote eco-friendly living through consumer accessibility and awareness.

For more information or inquiries regarding this initiative, contact Alterna at csr@alterna.co.jp.

About Alterna


Alterna’s name, derived from the word ‘alternative,’ symbolizes the company's commitment to highlighting businesses that go beyond mere profit, emphasizing environmental and social responsibility in their operations.


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Topics Consumer Products & Retail)

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