#Japan #Kamakura #Kamakura City #Kururin Pet #Kayac Inc.

Innovative Waste Reduction through "Kururin Pet"

In a groundbreaking initiative, Kayac Inc., headquartered in Kamakura, Kanagawa Prefecture, has launched a novel character育成ゲーム (character development game) named "Kururin Pet." This project aims to significantly reduce waste in the area, kicking off on February 9, 2026, and running until March 31, 2026. The game, which is accessible via the LINE mini-app platform, invites players to cultivate a character inspired by a spiral-patterned snail, symbolizing the concept of circulation.

As part of a collaborative project called "COI-NEXT," led by Keio University along with the city of Kamakura and Kayac, this initiative seeks to transform waste reduction into a fun, relatable activity for citizens. The goal is to make personal waste reduction efforts more engaging, thus helping the city’s ambitious target of achieving near-zero waste as part of its "Zero Waste Kamakura" movement.

Background: Kamakura’s Commitment to Sustainable Practices

Kamakura boasts the highest recycling rate in Japan for municipalities with a population between 100,000 and 500,000, standing at an impressive 58.5%. However, the city faces challenges, as it ranks among the top ten in Kanagawa Prefecture for waste disposal per capita, with an average of 858 grams per person daily. The situation is exacerbated by the imminent closure of its only waste incineration facility, the Nagoe Clean Center, due to aging infrastructure.

To combat waste effectively, Kayac has championed various initiatives, such as creating a community currency called "Machi no Coin" to facilitate resource circulation and developing a digital composting system named "FAB de Kiero." These efforts reflect Kamakura’s progressive environmental policies as they strive for a sustainable circular economy.

Introducing the "Kururin Pet" Game

The "Kururin Pet" game allows users to engage in daily activities that contribute to waste reduction, termed "jun-katsu" (activities leading to resource circulation). Players can grow their snail character, Kururin, by recording actions in the app such as finishing meals without waste or properly sorting recyclables. This game design enables users to perceive resource circulation as a fun and appealing aspect of daily life, instead of a tiresome chore.

Gameplay Mechanics

Players can earn resources for nurturing Kururin by participating in three main activities:
1. Jun-Katsu Activities: Engage in enjoyable actions such as finishing breakfast without leftovers or recycling plastic bottles. Each action translates into growth for Kururin, merging daily life with game mechanics effectively.
2. Articles and Events: Reading informative content about proper recycling methods or local sustainability news rewards players with in-game items, fostering awareness and educational growth willingly.
3. Pilgrimage Map: The app features a map highlighting local recycling centers and resource circulation facilities. By checking in at these locations, users can gain additional game items, encouraging physical engagement with their community.

Players can decorate Kururin with unique shells collected through their real-world actions, allowing personal customization as they participate in sustainable practices.

Special Event: Collaboration with Kamakura Women's University

On March 8, 2026, during the experimental phase, Kayac will host a special event in collaboration with "Sport GOMI," a sport event focused on trash collection. Participants, organized into teams, will compete to collect as much litter as possible within a designated timeframe. Not only will this promote community involvement in waste reduction, but students from Kamakura Women's University will also provide themed merchandise for participants, further integrating educational components into the event.

Conclusion

The "Kururin Pet" initiative has the potential to reshape how citizens engage with waste reduction in Kamakura. By combining enjoyment with environmental responsibility, this game seeks to lay the foundation for a more sustainable and conscious community culture. As the project unfolds, it aims not only to affect behavior in Kamakura but also to potentially inspire similar initiatives across Japan.

For those eager to join the movement, registration for the LINE mini-app is now open, inviting everyone to participate in this innovative journey towards a greener future.