#Japan #Shibuya #Shibuya Ward #recycling awareness #National Beverage Association

Shibuya's New Recycling Initiative

In a significant move towards cleaner urban environments, Shibuya Ward has joined forces with the National Soft Drink Association (全清飲, Zensei-In) under the leadership of Chairman Hidetaka Iizuki. The aim? To promote resource circulation and ensure that the streets remain tidy by improving the appropriate use of recycling boxes placed next to vending machines.

As the number of visitors to Shibuya has increased—and with that, the demand from international tourists—littering has become a pressing issue. One prevalent problem is the improper disposal of various items into vending machine recycling boxes, which are meant exclusively for beverage containers. This collaboration seeks to educate the public about the right ways to use these recycling boxes, thereby reducing contamination and promoting effective recycling, ultimately contributing to cleaner streets in Shibuya.

Awareness Campaign Details

Beginning with the initial phase of the campaign, Shibuya Ward and the Association will display educational posters at six public smoking areas in the district. These posters will elucidate the intended use of vending machine recycling boxes, emphasizing that they should only contain beverage containers and not items such as cigarette butts, general waste, or mobile batteries. Moreover, the recycling process known as “bottle-to-bottle” will be highlighted, where plastic beverage bottles are recycled into new bottles.

Digital Signage Launch

The campaign will also leverage digital signage at MIYASHITA PARK, with engaging videos rolling out from September 1st under the theme “Do You Know What This Is?” These 15-second clips aim to clearly communicate messages about resource circulation and proper recycling box usage in both Japanese and English, considering the high number of international visitors in the area. In addition to these languages, information will also be available in Chinese and Korean on posters and through digital content.

This multimedia approach is designed to address the challenge of educating a diverse audience effectively, ensuring that both locals and tourists understand the importance of using recycling boxes correctly.

Continuous Efforts Ahead

Shibuya Ward and the National Soft Drink Association are committed to sustaining their efforts in promoting recycling box use and preventing littering. The campaign is part of a broader strategy to maintain the cleanliness and sustainability of the area, particularly as Shibuya continues to attract more visitors each year.

For any inquiries regarding this initiative, please reach out to the Public Relations Department of the National Soft Drink Association. They can be contacted at:

• - Phone: 03-6260-9272
• - Fax: 03-6260-9306
• - Email: [email protected]

As urban spaces evolve with growing populations and tourism, initiatives like this illustrate the importance of community engagement and education in fostering environments that prioritize sustainability and cleanliness.