[Event Report] Japan's Largest Climate Change & Fair Trade Campaign "Fair Trade Million Action Campaign 2026" Achieves 3 Million Actions for the First Time

Fair Trade Label Japan (Chuo-ku, Tokyo; Director: Maiko Shiozaki), a certified NPO, held the "Fair Trade Million Action Campaign 2026," Japan's largest awareness campaign on climate change and fair trade in collaboration with companies and organizations nationwide, during Fair Trade Month in May. The campaign achieved a total of 3,119,598 actions.

In this campaign, actions such as purchasing fair trade products, posting on social media, and participating in events were counted. Each action is converted into one yen and donated to support producers. This year, a record 243 companies and organizations participated, surpassing the goal of 3 million actions for the first time and reaching 3,119,598 actions, making it the largest scale to date.

Achieved 3 Million Actions for the First Time: Expanded Approximately 3-Fold in 6 Years with Cumulative Donations Exceeding 10 Million Yen

The Million Action Campaign started in 2021 with the goal of 1 million actions, aiming to promote fair trade and raise awareness of producers affected by climate change. From approximately 1.2 million actions in the first year, the scale steadily expanded to 1.6 million, 2.07 million, and 2.65 million. Last year, the goal was set at a record 3 million actions, but due to currency fluctuations and global crop failures caused by extreme weather leading to soaring prices for coffee and chocolate, which presented a significant hurdle for increasing product sales, the result was 2.8 million, narrowly missing the target.

This year, the sixth year, the campaign was held in collaboration with a record 243 companies, organizations, and restaurants, including retailers, food manufacturers, restaurants, trading companies, local governments, educational institutions, and citizen groups. Despite the challenging environment of continued inflation, increased awareness and interest in fair trade, along with the participation of well-known companies, significantly broadened the campaign's reach, finally breaking the 3 million action mark for the first time since the campaign's inception.

Achieving 3.11 million actions, the campaign has expanded approximately three times its initial goal in six years, with cumulative actions reaching about 12 million. Donations, which started at 1 yen per action in 2023, have now exceeded 10 million yen.

Trend in Actions and Donation Recipients Over 6 Years

Trend in Actions Over 6 Years

This year's donation recipient is the Fairtrade Asia Pacific (NAPP) Climate Disaster Support & Resilience Fund. The total donation of 3,119,598 yen, equivalent to 1 yen per action, will be used for the recovery and reconstruction support of fair trade production areas in Sumatra, Indonesia, and Sri Lanka, which suffered extensive damage from heavy rainfall, floods, and landslides caused by cyclones from November to December 2025.

Record of Donation Receipt to NAPP Account

Campaign Summary: Maiko Shiozaki, Director, Fair Trade Label Japan

The "Fair Trade Million Action Campaign," launched in 2021 with a goal of 1 million actions, has expanded in scale year by year with the support of many individuals, and this year we were able to achieve over 3 million actions, reaching 3,119,598 actions. I express my sincere gratitude.

Furthermore, product sales during the campaign period increased by 115% compared to the previous year, and the number of participating companies and organizations reached an all-time high. I feel that this result reflects the steady spread of awareness and interest in fair trade, and the growing number of people who want to contribute to society and the environment through their daily purchases.

This year also marked a significant change with the initiation of new fair trade initiatives by renowned brands and commercial facilities, prompted by the campaign.

In recent years, in addition to the increasing severity of extreme weather events and natural disasters due to climate change, international rule-making demanding corporate consideration for human rights and the environment has been rapidly advancing. In Europe, discussions on greenwashing regulations and human rights/environmental due diligence are progressing, ushering in an era where companies are required to prove their "true sustainability." Fair trade has been working for over 30 years not only to ensure fair prices for producers but also to respect human rights, conserve the environment, and support adaptation to climate change. The direction the world is heading now deeply aligns with the philosophy of fair trade.

On the other hand, in the production areas of coffee, cacao, cotton, and other products that support our lives, the damage caused by climate change is becoming more severe. The Climate Disaster Relief & Resilience Fund operated by Fairtrade Asia Pacific (NAPP), this year's donation recipient, is also responding to heavy rainfall disasters that have occurred in various parts of Asia. The 3,119,598 actions generated by everyone will be used as approximately 3.11 million yen in support for affected producers and their families, and for building agricultural communities resilient to future disasters.

I would like to express my deepest gratitude once again to all participating companies and organizations, ambassadors, media representatives, and consumers nationwide. We will continue to increase the number of partners who create a "better world" beyond "good products" through fair trade, and work towards realizing a sustainable society where no one is left behind. We appreciate your continued support and cooperation.

2026 Highlights

● Achieved 3 Million Actions for the First Time Since Campaign Launch

Launched in 2021 with a goal of 1 million actions, this campaign has expanded approximately three times in scale over six years. Last year, we narrowly missed the target with 2.8 million actions, but this year we finally surpassed it. This was the result of increased consumer awareness and interest in fair trade, coupled with the participation of well-known companies, which significantly broadened the campaign's reach and garnered support from consumers who think about the future and sustainability.

● Participation of Famous Brands and Companies Such as DEAN & DELUCA, Senbikiya Sohonten, and GREEN SPRINGS

This year, in addition to companies leading Japan's fair trade market such as AEON Co., Ltd., Ogawa Coffee Co., Ltd., and Kokubu Group Corp., well-known brands and facilities like DEAN & DELUCA, Senbikiya Sohonten, and GREEN SPRINGS newly participated. DEAN & DELUCA offered a total of 8 types of drinks, cakes, and deli items using fair trade ingredients such as white sesame, turmeric, ginger, black tea, and cocoa. Senbikiya Sohonten sold Fairtrade certified bananas at its Nihonbashi main store and offered a limited-time parfait menu using the same bananas, along with Fairtrade certified coffee. At GREEN SPRINGS, over 10 stores within the facility offered menus and products using fair trade items during the campaign period, expanding opportunities for consumers to encounter fair trade in their daily lives.

● Campaign Kick-off Press Conference & Tasting Event Held

A press conference and tasting event were held in conjunction with the campaign. On the day, we presented the latest examples and trends in fair trade, including the announcement of the campaign, an explanation of market size, and the unveiling and tasting of new products offered by each company during the period. As guests, journalist Jun Hori and ethical coordinator Arisa Evans held a talk session, sharing their extensive overseas experience and knowledge on what is happening domestically and internationally, and what companies and individuals can do in response to the changing and worsening situation. It was an opportunity for the media and participants to directly experience the appeal and importance of fair trade.

Campaign Overview

◆ Name: Fair Trade Million Action Campaign 2026 ◆ Campaign Period: May 1, 2026 (Fri) - May 31, 2026 (Sun) ◆ How to Participate: Take actions related to fair trade, such as purchasing fair trade products, posting on social media with #フェアトレード2026, participating in fair trade-related events nationwide, donating to Fair Trade Label Japan, or purchasing fair trade drinks/food at registered restaurants. ◆ Donation Recipient: Fairtrade Asia Pacific (Fairtrade NAPP) Climate Disaster Support & Resilience Fund ◆ Planned Use of Donations: Support for recovery and reconstruction of fair trade production areas affected by disasters in Sumatra, Indonesia, etc. ◆ Special Campaign Website: https://fairtrade-campaign.com/

What is Fair Trade?

Fair trade literally means "fair and just trade." In conventional trade, small-scale producers at the end of the supply chain are often underpaid due to a lack of market price information and choices of buyers. This results in a decline in producers' living standards, child labor and forced labor aimed at cost reduction, environmental destruction due to excessive pesticide use, and health damage to producers. Fair trade is a system that trades products produced with consideration for people and the environment at a fair price, supporting sustainable production and improved livelihoods. Fair trade transactions guarantee fair prices, pay premiums, prohibit child labor and forced labor, and promote environmentally friendly production.

Certified NPO Fair Trade Label Japan

Established in 1993, this certified NPO celebrated its 30th anniversary in November 2023. As a member of Fairtrade International, it engages in the certification and licensing of the international fair trade certification label in Japan, as well as awareness and advocacy activities for fair trade. Fairtrade International is an international organization established in 1997 with the aim of solving global poverty issues through fair trade and realizing sustainable livelihoods for producers. Currently, approximately 2 million producers and workers in about 70 developing countries and 30 member countries in consuming nations participate. (https://www.fairtrade.net/jp-jp.html)