We had the privilege of speaking with Mr. Mitsuharu Inoue, president of Sanipak Company of Japan, Ltd., to discuss Japan’s pursuit of quality, Sanipak’s eco-conscious innovations, its user-driven R&D approach, and international growth. Read below the excerpt of the interview.
What is it that gives Japan a competitive advantage against other regional competitors?
Japanese consumers seek high-quality products, pushing manufacturers to focus on detail, from function to design. This mindset extends abroad. For example, at our Indonesian site, we set shared goals with Japanese staff, like becoming the “strongest factory in the world,” interpreted as top product quality or efficiency.
SDGs have recently become a buzzword within Japanese business and political circles. How else are you supporting the SDGs beyond the nocoo product line?
Japan’s garbage system likely won’t change soon due to limited landfill space, so incineration will remain common. Our nocoo bags are designed to emit less CO₂ when burned and have been adopted by over 160 stores and many local governments in Tokyo, Saitama, and Hyogo. In Shibuya, we even designed colorful bags to resemble a meadow. Nocoo uses Spanish-made limestone blended with polyethylene, reducing plastic use by 25% while improving strength and cost competitiveness through thin film technology.
How do you approach R&D and product innovation?
We focus on what’s feasible in-house and scalable for production. Consumer feedback is key—we always conduct surveys before launch. Unlike others who prioritize novelty, we emphasize usability and actual needs.
How are you planning to expand internationally?
We sell nocoo in Indonesia and Brunei, where we’ve built strong distributor ties. In Indonesia, we work with AEON and plan to follow other Japanese retailers into new markets. At the same time, we welcome collaborations with local partners in target regions.
