Creating New Demand for Paper by Offering Unique Paperization Solutions
The Paperization Business Group in the International Business Division at Japan Pulp & Paper is engaged in business development focused on proposing solutions to replace plastic with paper. This group provides creative paper products to companies and users facing environmental challenges across various fields including food, apparel, and agriculture. We spoke with Mr. Kumaki who leads the group, about their efforts, achievements to date, and future outlook.
Manager, Paperization Business Group, International Business Division
Narrowing Down Our Group’s Purpose to the Core Theme of “Paperization”
The Paperization Business Group was renamed in April 2024 from the Sustainable Solution Group. Group Leader Kumaki says he really likes the new name. “Having the word ‘Paperization Business’ on our business card helps people you meet for the first time instantly understand what we are aiming to do,” says Kumaki.
The name Sustainable Solution Group was too broad, making it difficult to propose firm optimal solutions for plastic reduction. They then landed on the idea of narrowing down our group’s purpose to the core theme of “paperization” and changed the group name. As a result, the Paperization Business Group’s identity became clear: “to offer solutions and consulting services that aim to eliminate or reduce plastic by transitioning to paper-based materials,” which improved communication.
However, Kumaki says only the name of the group changed, as nothing changed with respect to their business activities. Since the days of the Sustainable Solution Group, Kumaki had been focusing on various paperization ideas, and Kami-Air was one of them. Kami-Air is a packaging material that uses technology to make paper transparent. This eliminated the need to bond paper with different materials such as plastic and glassine paper to create windowed envelopes and packaging , improving efficiency of the production process as well as reducing the use of plastic. Feeling that Kami-Air had high potential in terms of design and environmental suitability, Kumaki developed and proposed the Kami-Air Design Window as a new packaging material primarily for apparel and general merchandise.
When the company entered Kami-Air Design Window into the Japan Packaging Contest 2024, it received the Minister of Economy, Trade and Industry Award among the JAPAN STAR Awards given to the most distinguished works. The contest awards outstanding examples of packaging every year, and the receipt of this award led to further recognition of their group both inside and outside the company.
Keep Moving and Think on the Go
This impressive award became a major turning point for the Paperization Business Group, but the commercialization of the Kami-Air Design Window was only realized by overcoming many challenges. The biggest obstacle was the shape of the transparent window. Various questions arose such as: “What kind of shapes are in demand?”, “What type of design can be reproduced?” and “What kind of processing technology can it be combined with?”, and each was carefully tested.
The team formulates a hypothesis on what may be accepted, and after seeing the results, revise the hypothesis and go at it again. Because this constant trial and error is involved, Kumaki describes the Paperization Business Group as a business development team.
“Thinking on the go allows you to gather information and find potential needs. If you keep moving, you can involve people around you. I believe that kind of ‘Proactive Sales’ is the path towards creating new value.” Although there are times we face obstacles, it makes it all the more rewarding when a hypothesis is accepted by our targets and customers as predicted,” says Kumaki.
Showcasing Originality Leads to Profitability in the Paperization Business
In December 2024, Japan Pulp & Paper completed its registration of the Kami Eco™ trademark (some of the Kami Eco™ Series is shown in the photograph at the right). A key feature of the Kami Eco™ series is that it’s a solution full of originality. For example, the Kami Eco™ Apparel Pack (rightmost in the photo) attracts attention from companies seeking environmentally friendly packaging materials. It uses Ecopia made from 100% recycled corrugated board for its surface material. Ecopia is manufactured by Eco Paper JP, a group company of Japan Pulp & Paper, and is normally used as cushioning material for mail-order packaging. Packaging materials for apparel that use 100% recycled corrugated cardboard are rare, making this a unique product of the Japan Pulp & Paper Group. “Such unique ideas that reduce environmental impact differentiate us from our competitors, and are highly valued by our customers,” Kumaki emphasizes.
“Through all communication channels, customers approach us with interest in unique products and distinctive ideas. I believe that differentiating ourselves through originality is what can develop paperization solutions into a real and profitable business,” says Kumaki.
As part of their differentiation strategy, the Paperization Business Group aims to expand Japan Pulp & Paper’s presence in society by expanding external visibility, with a view to eventually developing new demand for paper. They work to discover potential customers through their Paper & Green service website ( www.paperandgreen.com) and exhibit at various trade shows to create as many connections with users as possible.
The July 2024 issue of Food Packaging magazine featured an article by Kumaki about paperization solutions for food packaging. In the February 2025 issue of the monthly magazine Packaging Technology, the group’s assistant manager Yuya Inohana contributed an article on the development of the Kami-Air Design Window, enhancing the Paperization Business Group’s communication.
In response to these initiatives, partners who support the group’s paperization solutions and collaborate with them are increasing both inside and outside the company. This generates energy for the next phase of business. “Developing the paperization business is not something that can be done by just a few people. We want to continue working with many partners to actively develop and create new markets,” says Kumaki. The Paperization Business Group that he leads has become an embodiment of the Japan Pulp & Paper Group’s “3C (Change, Challenge, Create)” corporate philosophy.
The information provided herein was current at the time of its announcement.
Please note that this information may be subject to change without notice.
[Published on May 2, 2025]