#Japan #carbon footprint #Okayama #Okayama University #Sun Lavieen

Joint Research Initiative between Okayama University and Sun Lavieen

Okayama University, located in Okayama City, has announced a joint research project with Sun Lavieen, a celebrated confectionery manufacturer headquartered in Satoshio, Okayama Prefecture. The study will commence in December 2025 and focuses on enhancing corporate brand value by utilizing the Carbon Footprint of Products (CFP) methodology. This research aims to demonstrate the environmental value of companies and products quantitatively, assessing how this influences brand perception and consumer attitudes.

Sun Lavieen: A Leader in Confectionery

Sun Lavieen is renowned for its production of fruit cakes, Belgian waffles, and custom-made sponge cakes, which hold the number one market share in Japan, according to the company's own research. The company operates two factories in Satoshio and is committed to its principle of delivering quality products that are responsibly manufactured. In addition to quality, Sun Lavieen actively addresses environmental and social challenges, aligning its corporate philosophy with sustainable practices.

Understanding the Carbon Footprint

The Carbon Footprint of Products is a critical tool for addressing climate change. According to Associate Professor Tatsuma Tennoji from the Graduate School of Humanities and Social Sciences, while CFP is an effective means for large corporations, it poses challenges for small and medium enterprises. If the benefits of CFP can be clearly illustrated, it could change perceptions significantly. The aim of this research is to broadly capture the significance of CFP calculations from a corporate branding perspective and accumulate valuable insights for society.

This research will be led by Ryota Funakura, a chief researcher from Okayama University's Research and Innovation Co-Creation Organization, who is currently a doctoral student in the Graduate School. Funakura emphasizes redefining CFP, not just as an environmental metric but as a communication tool for companies to convey their values and efforts effectively. The uniqueness of this research will lie in the focus on how low CFP products are presented to consumers and how these potential consumers perceive their value.

Future Developments

The research will evaluate approximately 100 products manufactured and sold by Sun Lavieen, analyzing how the presentation of low CFP products enhances brand value through consumer interviews and stakeholder engagement. Furthermore, the initiative aims to foster talent within the company, enhancing organizational capabilities to handle CFP calculations.

CFP has the potential to become a new benchmark for representing previously obscure 'environmental value' numerically, allowing a balance between economic viability and environmental considerations. Through this research, Okayama University intends to promote knowledge and expertise derived from the activities related to their main products like sponge cakes and waffles, ultimately serving as a model for other companies grappling with similar issues.

This collaboration highlights a new form of industry-academia partnership that bridges academic research with practical business efforts, contributing to the sustainable growth of regional companies and the realization of a decarbonized society. The community can look forward to more initiatives from Okayama University, known for its distinctive role as a research institution.

Conclusion

The partnership between Okayama University and Sun Lavieen epitomizes a forward-thinking approach to addressing climate change through responsible corporate practices. As research progresses, the implications for corporate branding and environmental responsibility will be invaluable in shaping a sustainable future.

For more information about Okayama University, visit Okayama University. Follow the developments of this research and other exciting initiatives emerging from this notable university.