Chapter 5: Japan: Remi’s Havary’s Spring Water in Recyclable Carton Packs

Remi Yano’s family owns water springs in Kyushu, selling water in plastic bottles. Motivated by the environmental impact of micro-plastics, and inspired by Japan’s plastic bag payment law, Remi developed a paper package for water. She founded Havary’s Inc. in 2021, Japan’s first company to produce recyclable water cartons, a concept popular in Europe.

Launching during the Covid-19 pandemic, Remi faced challenges in meeting potential partners. She focused on refining her brand and business strategy, leading to improved sales. Remi’s goal was to change the world gradually, believing that even one box of water could make a difference. She integrated sustainable disposal and recycling systems, aiming to inspire lifestyle changes. She sees expansion opportunities in Hong Kong and beyond.

Navigating Japan’s conservative and often harsh business environment for women, Remi is a risk-taker whose technological acumen enables a virtual, lean organization. She works in innovative ways. Despite advanced trash sorting and recycling systems in Japan, she saw contradictions in environmental, social, and governance (ESG) investments and widespread greenwashing. She prefers to maintain full control of her business rather than seeking venture capital.

Remi’s approach highlights the potential for significant environmental impact through small, thoughtful changes. She is now catering to some of the largest brands in Japan, showcasing her success and the growing acceptance of sustainable practices. Remi has ensured the legitimacy of her business through intellectual property and eco-registration, reinforcing her commitment to environmental and ethical standards.