However, what is unique to the Japanese packaging industry is its response to the legislation. Sitting here in Asia, one might be forgiven in thinking that the European packaging industry’s response to the Waste Directive (et al) has been to grudgingly get on with it, and allow an entirely new industry to emerge, waste collection and disposal, largely funded by fees imposed on the industry and the packaging chain.

In Japan, the response has been, to approach the issue as a philosophical problem; to question the purpose, role and function of the package in the perspective of the needs of the community and, according to the Japan Packaging Institute “review the social significance of packaging, and develop and improve packaging to be in harmony with society in the new trends of environmental conservation, aging population combined with the diminishing number of children.” By 2020 more that 1/3rd of the population will be over 65.

A simple example of this is seen in the glass bottle, under The Law these have to be separated by the consumer for kerbside collection according to colour: Clear, green or brown. But with failing eyesight Japan’s aging and increasingly infirm population experienced problems differentiating. Solution? The bottle colour has been embossed in on the base in brail. PET and other plastic containers will be due for similar treatment.

However it is the plastics sector, which appears to have risen to the challenge, particularly in the research and development of cellulose and biodegradable plastics, which first began to emerge in 1996-97.

Some of Japan’s major industrial combines such as Futamura Kagaku Kogyo and Rengo, Torray etc investing heavily in bio-degradables to steal the march on The Law. At least one project is researching transparent and flexible edible/biodegradable films with good tensile strength 9TS, elongation at break (EAB), water vapour permeability (WVP), light transmission, transparency, film solubility, protein solubility and enzyme hydrolysis – edible plastics will be coming to stores soon!

Under the (excruciatingly verbose) "Voluntary Standards for Plastic Containers of Synthetic Resins Including Polyolefin for Food Wrapping" set out by the Hygiene Conference on Polyolefin and Others in June 2004, plastic materials derived from plants, such as the corn derivative, Polylactic acid (PLA), can now be used for direct food wrapping..

As a result, salad, fish, bread, farm products, and other foods can be sold in transparent containers of a 100% natural material. Since PLA is not derived from petroleum, the total dependence of plastics on fossil fuel resources can be reduced. Containers made from such a natural material can be biodegraded at industrial compost facilities, and landfills. However, since biodegradable films are prone to flap, causing uneven or poor cohesion during fuse sealing, presealing is required to reinforce sealing performance and ensure neat bag appearance

The number of companies adopting biodegradable films, regardless of cost, has been remarkable, as a result the public image of packaging has changed as manufacturers invest to improve their social image, expressing their consideration for the environment, even though in financial terms may cost them dearly. This investment is happening across a variety of sectors including food, cosmetics, and the precision machinery and equipment industries.

Porn in Plastic

An indication of the role of pornography in Japanese society is hinted at in the Japan Packaging Institute’s annual review of 2004, in which porn is included as one of the Top 10 hottest packaging opportunities. Osaka Prefectural Government decided to follow Tokyo Metropolitan Government and implement a policy to oblige bookstores and convenience stores to film-wrap or tie up pornography, in order to prevent children from browsing through such publications. Other prefectural governments are likely to follow. The Osaka Prefectural Government plans to revise its Youth Health Promotion Ordinance accordingly in fiscal 2005. If this regulation is violated, a fine not exceeding 300,000 yen will be imposed.