SHIRO and Aibetsu Town Join Forces for Sustainable Forestry Agreement
On August 27, 2025, SHIRO, a cosmetic brand rooted in sustainability, established a partnership agreement with Aibetsu Town to promote forest conservation and sustainable practices in forestry. This agreement is a strategic initiative aimed at enhancing the health of forest ecosystems while benefiting the local economy.
The collaboration began with SHIRO's commitment to utilizing local materials in its products and establishments. One standout example is the guesthouse "MAISON SHIRO," located in Nagano Town, which was constructed using local timber, including native larch and birch trees. The design prioritizes sustainability, with approximately 60% of the building materials sourced directly from Aibetsu Town’s forests. By employing thin wood processing techniques, it seeks to maximize the use of understory trees, fostering a deeper connection with the local forestry workforce.
In addition to construction, SHIRO has a seasonally driven "Shun Series" that focuses on utilizing fresh local ingredients in their product offerings. A major breakthrough came through last year's release of "Yomogi 2024," which incorporated wild mugwort that would otherwise have been discarded during forest thinning activities in Aibetsu’s reforestation efforts. Due to its unexpected success, SHIRO plans to expand its Yomogi-based skincare product line with four new items just a month before this partnership was formalized.
Hiroto Fukuyama, a notable figure in Aibetsu's forestry, has been instrumental in this initiative. Running the Fukuyama Forestry & Agriculture Company, he has dedicated efforts toward sustainable practices in harvesting mugwort and other flora to maintain vibrant forest health while balancing agricultural productivity. His innovative techniques include selective harvesting from thinned areas, reinforcing the philosophy of nurturing rather than depleting forest resources.
The five-year agreement will see SHIRO not only contribute to Aibetsu Town through corporate hometown tax donations during this period but also provide products featuring Yomogi as a part of the local community’s bounty for the town’s tax return gifts. These contributions will help support various reforestation projects facilitated by Aibetsu, ensuring mutual benefits in forest conservation and economic revitalization.
1. Forest Management Projects: SHIRO will focus on environmentally conscious forestry practices, promoting methods that facilitate natural regeneration. This includes introducing biodiversity-focused practices that ensure the preservation of habitats for indigenous wildlife, moving beyond mere resource extraction to advance ecological value through active stewardship.
2. Forest Utilization Projects: Beyond timber, SHIRO aims to develop broader utilization strategies, including processing mugwort and leveraging forest spaces for tourism and wellness activities. This effort seeks to position Aibetsu Town as a hub for forest service industries, bridging connections between tourism, local agriculture, and economic growth.
3. Educational and Outreach Initiatives: By implementing educational programs centered around forest literacy, SHIRO will engage local schools through workshops focused on woodcraft, distillation, and nature observation to foster a familial bond with the region's forests. Coupled with multimedia campaigns via social media, the project aims to cultivate a deeper understanding of sustainable forestry practices while spreading the message beyond Aibetsu’s borders.
Through this partnership, SHIRO aspires to enhance the ecological integrity of Aibetsu's forests while fostering economic sustainability and supporting initiatives that ensure the preservation of natural resources for future generations.
SHIRO originated from the straightforward ambition of crafting products one would use every day while adhering to ethical sourcing principles. The brand has established operational capacities that span from product development to sales, continually championing sustainable practices. It operates several directly managed stores across Japan and internationally, including locations in London, Taiwan, and Korea. Furthermore, in 2021, SHIRO began its "Minna no Sunagawa Project" to revitalize its founding city, Sunagawa, addressing both factory operations and community engagement.
As SHIRO looks toward the future, it aims to redefine resource value in both product creation and store development, committing to a zero-waste approach. This commitment underscores SHIRO’s dedication to environmentally responsible practices as it prepares for a landmark 15th anniversary in 2024.
The collaboration began with SHIRO's commitment to utilizing local materials in its products and establishments. One standout example is the guesthouse "MAISON SHIRO," located in Nagano Town, which was constructed using local timber, including native larch and birch trees. The design prioritizes sustainability, with approximately 60% of the building materials sourced directly from Aibetsu Town’s forests. By employing thin wood processing techniques, it seeks to maximize the use of understory trees, fostering a deeper connection with the local forestry workforce.
In addition to construction, SHIRO has a seasonally driven "Shun Series" that focuses on utilizing fresh local ingredients in their product offerings. A major breakthrough came through last year's release of "Yomogi 2024," which incorporated wild mugwort that would otherwise have been discarded during forest thinning activities in Aibetsu’s reforestation efforts. Due to its unexpected success, SHIRO plans to expand its Yomogi-based skincare product line with four new items just a month before this partnership was formalized.
Hiroto Fukuyama, a notable figure in Aibetsu's forestry, has been instrumental in this initiative. Running the Fukuyama Forestry & Agriculture Company, he has dedicated efforts toward sustainable practices in harvesting mugwort and other flora to maintain vibrant forest health while balancing agricultural productivity. His innovative techniques include selective harvesting from thinned areas, reinforcing the philosophy of nurturing rather than depleting forest resources.
The five-year agreement will see SHIRO not only contribute to Aibetsu Town through corporate hometown tax donations during this period but also provide products featuring Yomogi as a part of the local community’s bounty for the town’s tax return gifts. These contributions will help support various reforestation projects facilitated by Aibetsu, ensuring mutual benefits in forest conservation and economic revitalization.
Key Initiatives of the Agreement
1. Forest Management Projects: SHIRO will focus on environmentally conscious forestry practices, promoting methods that facilitate natural regeneration. This includes introducing biodiversity-focused practices that ensure the preservation of habitats for indigenous wildlife, moving beyond mere resource extraction to advance ecological value through active stewardship.
2. Forest Utilization Projects: Beyond timber, SHIRO aims to develop broader utilization strategies, including processing mugwort and leveraging forest spaces for tourism and wellness activities. This effort seeks to position Aibetsu Town as a hub for forest service industries, bridging connections between tourism, local agriculture, and economic growth.
3. Educational and Outreach Initiatives: By implementing educational programs centered around forest literacy, SHIRO will engage local schools through workshops focused on woodcraft, distillation, and nature observation to foster a familial bond with the region's forests. Coupled with multimedia campaigns via social media, the project aims to cultivate a deeper understanding of sustainable forestry practices while spreading the message beyond Aibetsu’s borders.
Through this partnership, SHIRO aspires to enhance the ecological integrity of Aibetsu's forests while fostering economic sustainability and supporting initiatives that ensure the preservation of natural resources for future generations.
About SHIRO
SHIRO originated from the straightforward ambition of crafting products one would use every day while adhering to ethical sourcing principles. The brand has established operational capacities that span from product development to sales, continually championing sustainable practices. It operates several directly managed stores across Japan and internationally, including locations in London, Taiwan, and Korea. Furthermore, in 2021, SHIRO began its "Minna no Sunagawa Project" to revitalize its founding city, Sunagawa, addressing both factory operations and community engagement.
As SHIRO looks toward the future, it aims to redefine resource value in both product creation and store development, committing to a zero-waste approach. This commitment underscores SHIRO’s dedication to environmentally responsible practices as it prepares for a landmark 15th anniversary in 2024.
Topics Consumer Products & Retail）
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