Mt. Fuji Climbing Season Opens July 1st! "Haraguro Junkan Project" Launches to Upcycle "Haraguro" into Toilet Paper

Wasanbon (Sea Bream and Mt. Fuji) from Haraguro Jiken

SIDEWAY (Location: Fuji City, Shizuoka Prefecture, Representative: Junko Kitajima), the developer of the Wasanbon brand "Haraguro Jiken," will officially launch the "Haraguro Junkan Project" on July 1, 2026 (Wed), the opening day of the Mt. Fuji climbing season. This is a community-based circular project that encourages participants to face their true feelings during snack time, write them down, and ultimately upcycle them into toilet paper to be flushed away. The project was born from the Wasanbon brand "Haraguro Jiken," which has the concept of "only for those with a dark side to eat." While enjoying the Wasanbon, participants can relax their minds, reflect on their inner emotions such as anxiety, jealousy, anger, and regret, and write them down on an "Internal Reflection Sheet." The collected Internal Reflection Sheets are then transformed into toilet paper with the cooperation of Shinbashi Paper Co., Ltd., the first company in Japan to manufacture roll-type toilet paper, and finally flushed away. Through the series of experiences of "writing," "eating," and "flushing," the process of letting go of emotions is designed as a "cycle."

[Project Background] In modern times, many people live their lives suppressing their true feelings due to busyness and interpersonal relationships.

Negative emotions are often hidden, but acknowledging them, putting them into words, and letting them go can be an opportunity to rebalance oneself.

The "Haraguro Junkan Project" uses Wasanbon as an entry point to create a new experience of facing one's own heart, connecting with the community, and circulating emotions.

[Representative's Comment] I believe everyone has a "dark side" that they cannot tell anyone. As we live, various emotions arise, such as anxiety, jealousy, anger, and regret. I believe it is important to acknowledge these emotions rather than trying to suppress them. Emotions are not meant to be stored, but to be circulated. That is why I started this project, prioritizing the healthy circulation of people's hearts. Your dark side will one day be of use to someone. The expressed true feelings will transform into paper that supports someone's life, and finally return to the water. Emotions, too, can be circulated. I want to convey this through this project. Additionally, participating stores are located near the gateways and tourist spots of Fuji City, such as around Shin-Fuji Station and Fuji Station, Fujikawa Rakusa, Obuchi Sasaba, and Tagonoura Fishing Port. As people move through the community, new encounters are born, and a flow of people is created in the community. And, with Wasanbon as a trigger, one also confronts their own heart. If people's hearts circulate, the community also circulates. Through the "Haraguro Junkan Project," we want to foster such a warm circulation, starting from Fuji City.

[Mechanism of the Haraguro Junkan Project]

[3 Key Points of This Release] 1 Officially launched in conjunction with the opening of the Mt. Fuji climbing season: Starting in sync with the opening of Mt. Fuji, a symbol of goals and challenges, it symbolizes the beginning of a new cycle. 2 "True feelings" are reborn as toilet paper: The written Internal Reflection Sheets are recycled with the cooperation of Shinbashi Paper Co., Ltd. and circulated as environmentally friendly toilet paper. Emotions change form and eventually return to water. 3 Experience design that circulates the community and hearts: Stores around the gateways and tourist spots of Fuji City, such as around Shin-Fuji Station and Fuji Station, Fujikawa Rakusa, Obuchi Sasaba, and Tagonoura Fishing Port, are participating. Through the experience of touring the community, encounters with people are born, and a flow of people is created in the community.

[How to Participate] There are two ways to participate:

A: Analog: After purchasing Wasanbon, write your true feelings on the Internal Reflection Sheet and drop it into a collection box at a participating store or a postal mailbox. B: Digital: Access the dedicated form via QR code and submit from your smartphone. Both methods are eligible for upcycling into toilet paper.

[Participating Stores]

Around Shin-Fuji Station: Fuji Woodworking Kito Kurasuka Around Fuji Station: GUESTHOUSE Fuji to Aoi Hanaryo Chaten, Tsuki no Ouchi Around Fujikawa Service Area: Fujikawa Rakusa 4F Observation Lounge Around Obuchi Sasaba: Backyard Around Suzu/Senjinzuka Kofun: Yamaheien Around Fuji City Hall: Hanare Arutana Around Tagonoura Fishing Port: Aoi ni Shiro

[Media Coverage Points] Recommended events and spots for media coverage (actual experience and collection scenes can be filmed)

1 [Haraguro Junkan Internal Reflection Sheet Writing Experience (Workshop)] Date: July 2, 2026 (Thu), July 9, 2026 (Thu), 10:00 AM each day Location: Fuji Woodworking Kito Kurasuka (226 Shimoyokowari, Fuji City, Shizuoka Prefecture) Content: On each day, after the workshop, participants will actually taste the Wasanbon from "Haraguro Jiken" and write their "true feelings" on the Internal Reflection Sheet. This is a day for about 20 people to experience the project. Flexible interview arrangements can be made, including interviews with participants and filming of the writing process. 2 [Shinbashi Paper Co., Ltd. (Upcycling Manufacturing Site)] Location: Shinbashi Paper Co., Ltd. (4-1 Yoridabashi-cho, Fuji City, Shizuoka Prefecture) Content: As a symbolic experience of this project, media can interview and film the scene where customers bring their Internal Reflection Sheets, written with their "true feelings," directly to Shinbashi Paper, the upcycling manufacturing site, and the scene of them being put into the "Chikyu-gama" (Earth Kiln). You can capture the real moment of community circulation as the collected papers of true feelings are reborn as community resources. (Individual interview arrangements regarding dates and times are possible.)

[Essence of the Experience] By circulating through the community, encounters with people are born, and a flow of people is created in the community. And with Wasanbon as a trigger, time is created to confront one's own heart.

This is an experience open not only to local residents but also to travelers visiting Fuji.

We believe that by overlapping the external circulation and internal circulation, both people's hearts and the community will begin to circulate quietly.

[Internal Reflection Sheet]

Haraguro Internal Reflection Sheet

[Participating Store Displays] In participating stores in Fuji City, displays and sales for the "Haraguro Junkan Project" have begun. Through Wasanbon, we are communicating the circulation of hearts and the community.

Display at participating store "Kito Kurasuka" 1

Display at participating store "Kito Kurasuka" 2

[Contact Information] SIDEWAY (Haraguro Jiken) Representative: Junko Kitajima 35-7 Miyashita, Fuji City, Shizuoka Prefecture, 416-0931 TEL: 090-7919-2007 Mail: sidewaystyling@gmail.com Instagram: https://www.instagram.com/haragurojihen