#Japan #Seven-Eleven #Bottle Recycling #Shima-Jiro

Introduction

Seven-Eleven Japan has reached a significant milestone with the completion of installing bottle recycling machines across all 47 prefectures. Launched in December 2015, the initiative has resulted in the recycling of an impressive 770 million PET bottles up to October 2025. As of October 24, 2025, a total of 4,451 recycling machines have been established throughout the nation.

Background of the Project

The initiative began in December 2015 when Seven-Eleven Japan conducted a pilot project involving five stores in Koto Ward, Tokyo. Following its success, the company expanded the project with the support of the Ministry of the Environment in December 2017, installing machines in stores across Tokyo and Saitama. Gradually, the initiative spread nationwide, culminating in the recent completion of the project.

The machines collect used PET bottles from customers, which are then recycled into private brand products, promoting a circular economy. One example is the branded “Hajime Green Tea,” which contains Shizuoka tea and is packaged in bottles made from recycled materials.

Philosophy Behind the Effort

The motivation for this initiative stems from the observation that many PET bottles discarded in Japan were being exported overseas. There was a growing sentiment that these resources should be processed domestically. By establishing a system that allows for the recycling of bottles into new products in a visible way, Seven-Eleven aims to educate and engage its customers in the importance of resource circulation.

The company envisions continuing the cycle of recycling PET bottles to convert them back into retail products, thereby fostering a sustainable “circular economy” alongside local communities.

Collaboration with Shima-Jiro

In conjunction with the completion of the nationwide installation, Seven-Eleven Japan has partnered with Benesse Corporation’s “Kodomo Challenge” to encourage the use of recycling machines. Starting December 3, 2025, they will launch videos featuring Shima-Jiro, a beloved character from the Kodomo Challenge series, to educate families on the benefits of recycling through interactive challenges.

Additionally, from October 2025, Seven-Eleven stores will display eco-friendly labels and POP signs featuring Shima-Jiro to further promote these initiatives. This effort targets instilling values of resource conservation in children from an early age, thus nurturing a culture of sustainability. Shima-Jiro was created to empower children to take initiative, making this collaboration a perfect fit to engage them in ecological practices.

Future Directions

Going forward, Seven-Eleven Japan plans to reinforce its commitment to environmental sustainability by enhancing its recycling initiatives. The company will continue to use profits generated from the sale of plastic bags to fund the expansion of bottle recycling machines. Furthermore, they aim to make the recycling process even more user-friendly and accessible, ensuring a larger participation from the public.

Conclusion

Seven-Eleven Japan's concerted efforts to promote plastic recycling through widespread installation of PET bottle collection machines is a notable step toward an eco-conscious future. With community engagement and educational initiatives such as partnerships with characters like Shima-Jiro, the company remains dedicated to fostering a culture of sustainability and resource responsibility in Japan.