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Tokyo Steel's 'Almost Zero' Campaign Event Report

Tokyo Steel, Japan's largest electric furnace steel manufacturer headquartered in Chiyoda, Tokyo, held a promotional event for their low-CO2 steel initiative called 'Almost Zero' on October 12, 2025, in an event space at JR Tokai Tokyo Station. The campaign aims for a significant reduction in CO2 emissions during the steel manufacturing process, drawing attention to their eco-friendly endeavors.

In April 2025, Tokyo Steel appointed the renowned singer, Sachiko Kobayashi, as their Chief Sustainability Officer (CSuO) to bolster advertising and public relations activities promoting their commitment to a sustainable steel market. Known for her extravagant costumes and often referred to as the “final boss” in the entertainment realm, Kobayashi's role aligns with Tokyo Steel's vision of their low-CO2 steel product being a pivotal player in achieving a carbon-neutral society.

During the event, Tokyo Steel's President, Nobuaki Nara, outlined the company's commitment to reducing CO2 emissions within the steel industry, which is one of the highest polluting sectors. He stated, "As the steel industry is responsible for significant CO2 emissions, we must increasingly confront this challenge. Our goal is to promote 'Almost Zero' steel so that not only the steel industry but also consumers are aware of its benefits. We want to work towards a future where fewer people are unaware of 'Almost Zero' steel." Nara further emphasized that achieving carbon neutrality requires collective understanding and empathy from consumers, alongside the company’s efforts to disseminate their initiatives effectively.

As part of the campaign, Kobayashi provided attendees with new business cards that symbolically illustrated the message of CO2 reduction. The design incorporated the word 'CO2' in a creative way where the 'こ' was made lighter, representing her name's character to stress the aim of reducing carbon emissions. Kobayashi commented on her dual role as CSuO and the creative business card, stating, "I embrace this role as a 'final boss' determined to pioneer efforts towards decarbonization. I hope to share my new business cards widely with my colleagues in the entertainment industry, fans, and friends so that more people learn about 'Almost Zero.'"

Campaign Promotions

The campaign will also include transit advertisements featuring Kobayashi promoting the 'Almost Zero' steel across JR Tokai Tokyo Station and major stations along the Tokaido and Sanyo Shinkansen lines.

Visuals of the Advertisements

• - Mega Evolution of Steel - The promotional visuals highlight Kobayashi confidently advocating for the low-CO2 steel, adorned in a striking green-themed outfit that resonates with the product's identity. This powerful imagery serves to underline the campaign's goals of contributing toward a sustainable future.
• - Duet of Decarbonization and Steel - This design prominently places the logo of 'Almost Zero,' showcasing a duet performance between Kobayashi and Tokyo Steel employees, wherein the message of sustainable practices is conveyed through their spontaneous exchanges about steel.
• - CO2 Theme - The design associates “CO2” with reducing Kobayashi’s name part, symbolizing the collaborative effort needed between producers and consumers to achieve a decarbonized society. By choosing to use low-CO2 steel, customers play their part in contributing towards a more sustainable environment.

Advertising Details

• - Placement Areas: Campaign will run in strategic locations including JR Tokai Tokyo Station, the onboard areas of Tokaido and Sanyo Shinkansen, as well as various other stations such as Nagoya, Kyoto, and Shin-Osaka.
• - Duration: The campaign is scheduled from October 1, 2025, to November 2, 2025.

About 'Almost Zero' Steel

The 'Almost Zero' steel product capitalizes on renewable energy sources to reduce CO2 emissions associated with power consumption, achieving a remarkable reduction of CO2 emissions per ton of steel produced from approximately 0.4 tons to about 0.1 tons. This initiative involves all products manufactured across their four domestic plants. The pricing model for 'Almost Zero' steel has also been adjusted to become more accessible, decreasing by ¥100 from the previous price, now standing at ¥5,900 per ton, effective from September 2025.

About Tokyo Steel

Tokyo Steel stands as Japan's leading electric furnace steel manufacturer, sustaining four production locations domestically. Utilizing recycled scrap metal, the company is dedicated to producing eco-friendly steel products, contributing significantly to achieving a decarbonized and circular economy. In 2017, the company laid out its long-term environmental vision known as the 'Tokyo Steel EcoVision 2050,' aiming to increase the share of environmentally friendly steel globally.