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Living in Harmony with Nature | CASIO

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Living in Harmony with Nature

Contributing Through Casio’s Business to Social Issues Related to Biodiversity

│Lateco Label Writer Reduces Plastic Waste

Plastic pollution in the oceans is a global environmental issue that has been receiving a lot more international attention in recent years. Ocean waste includes discarded fishery materials such as fishing nets made of petroleum-derived synthetic fibers, as well as waste such as disposable plastic containers and packaging originating on land that flow into the ocean via rivers. Such waste has a huge impact on marine ecosystems. For its new Lateco label writer, Casio redesigned the conventional model to minimize wasteful margins on the edge of the tape, while creating a tape cartridge that can be reused. As a result, the amount of plastic waste generated by using Lateco has been significantly reduced compared to previous Casio models. This product redesign has been well received not only by users who care about avoiding waste but also by NPOs and other community organizations that have been working for many years to reduce the amount of litter that ends up in rivers. Other appreciative stakeholders include the third-party organizations that certify compliance with the ISO 14000 environmental management standards. The product is also registered with the Plastics Smart Campaign of Japan’s Ministry of the Environment.

Lateco product information (in Japanese)

Plastics Smart Campaign at Japan’s Ministry of the Environment (in Japanese)




Plastic waste is significantly reduced when changing the tape
Cartridge is reused


Conventional model waste versus Lateco


Conventional model waste versus Lateco

* Nameland 18-mm tape cartridge waste compared to Lateco 18-mm tape spool waste

First Agreement for the Plastics Smart Campaign by the Ministry of the Environment
Concluding an Agreement on Collaboration to Reduce Plastic Waste with Hayama

The town of Hayama in Miura District, Kanagawa Prefecture is implementing the Hayama Green Program as an environmentally mindful initiative. This initiative has much in common with our recognition of the issue of plastic waste and the initiatives we are taking to reduce it. This is why Casio concluded an agreement for mutual cooperation and further promotion.

Agreement on Collaboration to Reduce Plastic Waste concluded with Hayama  (in Japanese)

Employee Volunteers Participate in Litter Cleanup Event

Continuing from 2019, 13 employee volunteers primarily from Lateco-related departments participated in the Furusato Cleanup 2020 in Arakawa. The even sought to foster greater understanding of the social issue of ocean plastic waste through hands-on activity.

This event usually draws several hundred participants, but this year participation from the general public was not called for by the organizing office due to the COVID-19 pandemic. Instead, the event gathered about 50 participants, solely through word of mouth spread by persons involved. In 2019, the event had been postponed due to a typhoon, which significantly decreased the number of participants. However, Casio employees did participate in and contribute to the event, forging a connection with the organizing office. That connection helped lead to participation this year, and careful attention was paid to infection control measures to keep everyone safe.

Furusato Cleanup (in Japanese)

First, waste that drifted ashore was collected from among the reeds.

Next, waste was collected from illegal dumping sites.

A group photo of Casio employees and all other participants

Many of the employee volunteers this year were participating for the second time after joining in 2019. Working alongside participants from other citizen groups, they supported first-time participants and started by collecting waste among the reeds that had drifted ashore. Next, volunteers tackled sites where illegally dumped waste had accumulated. This included foul-smelling garbage, but they persevered as long as time allowed. This year, too, quite a lot of waste was collected together with the other participants, and everyone was able to share a sense of accomplishment particularly because it was a group effort. In addition, they were able to reaffirm the meaning of continuing these kinds of onsite activities and the importance of reducing plastic waste through business activities by redesigning Casio products like Lateco.

│Preserving Biodiversity through Collaboration with Environmental Protection Groups

Casio has developed many brands of watch products such as G-SHOCK, BABY-G, and PROTREK.
These Casio brands deliver functions, performance, and designs suited to the many diverse activities and situations in which people use their watches. Many of those envisioned situations are beautiful and sometimes harsh natural landscapes, including a wide range of land and ocean environments. In order to preserve the value of its watch brands, Casio believes in its responsibility as a manufacturer to help protect these natural environments. Determined to help solve the issue via its main business activities, Casio has been developing collaboration watch models with environmental protection groups while also providing support for their activities.

G-SHOCK and BABY-G Collaboration Models for the “Love the Sea and the Earth” Project

Based on a theme of “Love the Sea and the Earth,” Casio has developed G-SHOCK and BABY-G brand products with environmental protection groups such as the International Cetacean Education Research Centre (ICERC Japan), Aqua Planet, Earthwatch Japan, and Wildlife Promising, and Casio also supports these groups by providing these products and sharing information.
Casio’s support of ICERC Japan, through the ongoing creation of dolphin and whale watch models that began in 1994, reached its 27th year in 2021.

ICERC Japan: Collaboration models in 2021

“Love The Sea And The Earth” logo

Aqua Planet collaboration model in 2021

Earthwatch Japan collaboration model in 2020

WILDLIFE PROMISING collaboration models in 2020

Casio Coral Field

In 2018, Casio began providing support for Aqua Planet, an NPO that preserves and restores coral, which is chaired by actress Ritsuko Tanaka. In January 2018, the Casio coral field was established in the seas of Ishigaki, Okinawa Prefecture, and 200 coral “seedlings” were planted with the objective for them to reproduce in three years’ time.
The Casio coral field lies to the south of Ishigakijima island, Okinawa Prefecture in shallow seas about 4 meters deep at high tide. The coral coexists with a phytoplankton called zooxanthella, and coral seedlings from more than seven resilient varieties, including Acropora Copiosa Nemenzo in the genus Acropora of the family Acroporidae, were planted.
These coral seedlings were ones that had been newly collected with permission and divided seedlings cultivated in other coral fields. More than three years after planting, the mature coral is now home to small fish.

Casio Coral Field (2020)

Casio Coral Field (2018)

Contributing to Coral Reef Conservation Activities with Logosease

The Kikaijima Reef Check was held on October 18, 2020 to ascertain the health of the coral reef on the island of Kikaijima in Kagoshima Prefecture. Yamagata Casio assisted by providing Logosease diver communication devices.

Underwater transceiver, Logosease


Reef Check is a coral reef monitoring program conducted on a volunteer basis using an internationally uniform technique to investigate the soundness of coral reefs worldwide. The purpose is to reduce the human impact on coral reefs by recording the condition of fish and other creatures living on coral reefs as well as the condition of the seafloor to assess the health of coral reefs and raise awareness about their protection.

Since the recruiting of volunteer divers from outside the island was curbed because of COVID-19, the Reef Check was conducted only by divers from WWF JAPAN, the KIKAI Institute for Coral Reef Sciences, Amami Marine Life Research Association, Yonemori Diving Service, and divers from the island.

The Reef Check was conducted in good weather with visibility around 40m. The health of the coral reef, which was everyone’s concern, was found to be unchanged from 2019. It was still in good condition with little bleaching. 

Yonemori Diving Service provided photos of the Reef Check. It commented that, “Logosease underwater transceivers are essential to communication underwater, and they were extremely valuable during the Reef Check. Basically, the Reef Check is conducted in pairs or groups of three, so we appreciate being able to precisely communicate by voice when confirming, collaborating, and giving signals.”

PowerPoint プレゼンテーション

Source: KIKAI Institute for Coral Reef Sciences

│PRO TREK Collaboration Model with The Nature Conservation Society of Japan (NACS-J)

In 2018, Casio began providing support for The Nature Conservation Society of Japan (NACS-J) through its outdoor watch brand PRO TREK. By releasing watch models in collaboration with the NACS-J, Casio has been supporting the conservation of specific species. 

For the first such effort, in 2018, Casio released a collaboration model with the motif of a golden eagle (listed as an endangered species (IB) in the Japanese Ministry of the Environment’s Red Data Book 2019). In the second year, Casio debuted a collaboration model featuring the Shijimiaeoides divina (a butterfly listed as an endangered species (IA) in the same book). In 2020, a collaboration model was launched showcasing loggerhead turtles (listed as an endangered species (IB) in the 2020 book). In 2021, a collaboration model was released with the motif of Oze, which is the birthplace of the predecessor to the NACS-J. 

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