Co-creative Environmental Education Sprouting from "Morning Glory Pots"! Launch of Yokohama's Resource Circulation Platform "Mebukurukuru" and Call for Partners

PHI Inc. (CEO: Tomonobu Shigeta) is launching a new project called "Mebukurukuru," an advanced model for a "Regional Resource Circulating Society" starting from Yokohama. This project is an evolution of "JAPAN BLUE Kumano Brush 'KACHIIRO'," which upcycles plastic pots used by elementary school students for growing morning glories into handles for Hiroshima's traditional Kumano brushes. The project aims for full-scale implementation at the Yokohama Green Expo scheduled for 2027.

In preparation for the "Yokohama Green Expo" starting in March 2027, PHI has begun recruiting high school and college students, volunteers, and corporate sponsors/partners to promote environmental education and regional resource circulation. A kick-off meeting will be held on June 30, 2026.

### Background of "Mebukurukuru"
Serious issues exist in today's educational field and traditional industries that may seem unrelated at first glance:

* **Plastic Waste Issue:** Approximately 300 tons of Morning Glory plastic pots used in elementary schools nationwide are discarded annually.
* **Decline of Traditional Industry:** Production of Hiroshima's traditional craft, "Kumano Brush," has decreased by about 70% since its peak.
* **Challenges in Education:** 42.9% of elementary schools feel there are challenges in implementing environmental education (Source: FY2020 Survey on the Implementation of Basic Policies for Environmental Education).

To solve these issues simultaneously, PHI Inc. developed "JAPAN BLUE Kumano Brush 'KACHIIRO'," which collects and crushes used Morning Glory pots and upcycles them into brush handles infused with natural indigo from Tokushima. The company has built a circular business model where the completed brushes are returned to schools for environmental education. This initiative has received high acclaim, winning the Silver Award in the Manufacturing Category of the "Plama Award 2026" and the Special Award at "HIT AWARD 2025."

### First Step and Future Development
To expand these activities from isolated points into a connected line and eventually a circle of social circulation, the "Mebukurukuru" project was launched as a model for a regional resource circulating society in Yokohama.
As the first phase, the "Yokohama Upcycle Charm" will be developed to create interaction between children and international tourists, aiming for implementation on the stage of "GREEN×EXPO 2027."
Furthermore, for the second and third phases, the project will develop and implement unique Yokohama-based initiatives combining "environmental education" and "regional resource circulation."

### Call for Partners & Kick-off Meeting
We are looking for partners of various generations to help turn the wheel of environmental education together.

* **ROUTE 01: For High School and College Students:** Participate as a partner for inquiry-based learning or independent research, assisting in workshop planning/operation, social media outreach, and recording.
* **ROUTE 02: For Volunteers:** Assist in on-site operations for the collection program, "KACHIIRO" experience workshops, and events across Yokohama.
* **ROUTE 03: For Corporations:** We welcome companies that can collaborate through connection to their own sustainability KPIs, introduction of employee-led volunteer programs, or individual consultation for co-creation projects.

**Kick-off Meeting Overview**
* **Date:** Tuesday, June 30, 2026, 19:00~
* **Location:** Vlag yokohama
* **Application:** Please contact us via our inquiry form.