Challenges in Sustainable Paper Product Development in Japan

Regional Differences in Water Solubility and Technical Requirements

One of the most important characteristics of Japanese toilet paper is its exceptional water solubility. This requirement stems from geographical constraints and high-density housing conditions in urban areas, where Japan's sewage pipes are designed with relatively small diameters. For typical households, these pipes are approximately 100-150 millimetres in diameter. Furthermore, in earthquake-prone Japan, it is essential to ensure flexibility by using pipes that are as thin as possible to prevent damage to sewage infrastructure during seismic events.

Given these characteristics of Japan's sewage infrastructure, high water solubility is crucial to prevent pipe blockages. Japan has established strict dissolution standards through JIS (Japanese Industrial Standards) regulations, which form part of the country's national standardisation system. Specifically, dispersion must begin within 30 seconds in water, and complete decomposition is required within a few minutes.

To meet these stringent requirements, Japanese companies have developed the following advanced technologies:

• Precise control of pulp fibre length and orientation

• Use of specialised adhesives

• Optimisation of interfibre bonding

In contrast, North American sewage pipe diameters are relatively large, with typical households having diameters of approximately 150-200 millimetres. Therefore, solubility requirements are not as stringent as those in Japan. European standards vary by country, though Germany and Switzerland have adopted particularly strict solubility standards.

In China and Southeast Asia, due to the current state of infrastructure development, the practice of disposing of toilet paper in dedicated waste bins continues in many regions. Consequently, toilet paper solubility requirements vary considerably depending on each country's infrastructure development status, regulations, and cultural background.

Manufacturing Technology and Raw Material Characteristics

Japanese paper manufacturers possess advanced wood pulp blending technology. They achieve an ideal balance of softness and strength by blending virgin pulp and recycled pulp in optimal ratios.

In terms of manufacturing technology, they utilise specialised paper embossing techniques and air-layer formation methods. These technologies contribute to reducing environmental impact by achieving high functionality with reduced raw material usage. Unique manufacturing technologies and strict quality control systems play a crucial role in producing high-quality Japanese toilet paper, though these elements significantly affect manufacturing costs.

The manufacturing processes required to maintain water solubility whilst ensuring appropriate strength demand more complex and advanced technology compared to other countries. The manufacturing process necessitates precise control of fibre length and optimisation of adhesive usage, which requires high-precision equipment and skilled technicians. Due to these factors, Japanese manufacturing costs are 1.5 to 2 times higher compared to those in China and Southeast Asia.

International Comparison of Manufacturing Costs

Examining raw material costs, Japanese manufacturers commonly blend high-quality virgin pulp and recycled pulp in appropriate ratios. To achieve both solubility and strength, it is necessary to use multiple types of pulp with different fibre lengths, which also drives up raw material costs. Meanwhile, in China and Southeast Asia, manufacturing predominantly uses relatively inexpensive pulp, keeping raw material costs at approximately 60 per cent of those in Japan.

In Western countries, particularly Nordic nations such as Germany and Sweden, strict environmental regulations require the use of certified pulp from sustainable forest management. This makes raw material costs comparable to, or sometimes even higher than, those in Japan. However, automation of manufacturing equipment and efficiency through large-scale production have progressed, keeping total manufacturing costs at levels slightly lower than Japan's.

Energy costs in Japan also tend to be higher compared to other Asian countries. Since the Great East Japan Earthquake, rising energy costs have been a significant factor pushing up manufacturing expenses. Japanese companies have partially offset this cost increase through the development of energy-saving technologies and the introduction of efficient production systems.

Despite this high cost structure, Japanese toilet paper manufacturers have maintained international competitiveness through advanced technological capabilities and efficient production management. The technology to respond to the special requirement of water solubility has become a particular strength of Japanese companies. Additionally, by establishing high-value-added products and unique quality standards, they have been able to appropriately reflect cost increases in product prices.

Looking ahead, factors affecting manufacturing costs are expected to increase, including fluctuations in raw material prices, strengthening environmental regulations, and rising energy costs. Under these circumstances, Japanese companies are required to further enhance technological innovation and cost management efficiency. For small and medium-sized enterprises especially, maintaining and strengthening competitiveness through unique technology development and improvement of production processes has become a critical challenge.

Characteristics of Toilet Paper in Various Regions of the World

Japanese toilet paper has developed unique characteristics in terms of quality and functionality compared to products worldwide. In the Japanese market, two-ply to three-ply products are mainstream, with premium products offering four-ply options. These products are characterised by their delicate texture and high quality standards.

In America, single-ply is common, with large sizes being a distinctive feature. In Europe, particularly in Germany and France, two-ply has become the standard due to environmental considerations, and product development is progressing to reduce environmental impact.

In China, with economic development, there is a growing tendency to prioritise quality. In urban areas, two-ply products are mainstream, and demand for three-ply products as luxury items is also increasing.

In Southeast Asia, two-ply is standard in countries such as Thailand and Malaysia. In this region, adaptation to hot and humid climates is an important element in product design. In tropical climates where temperatures exceed 30 degrees and humidity often rises above 80% throughout the year, toilet paper faces unique challenges. In high-temperature, high-humidity environments, paper easily absorbs moisture and deteriorates, increasing the risk of mould formation.

Therefore, in these regions, various adaptations are made according to climatic conditions, such as the use of special additives to enhance mould resistance, the adoption of moisture-resistant fibre blends, and the strengthening of moisture-proof properties in packaging materials. Additionally, product designs that are resistant to temperature changes are being implemented to maintain quality even in environments with large temperature differences between indoor and outdoor spaces due to widespread air conditioning usage. Whilst these climate adaptations increase manufacturing costs, they are essential elements for maintaining product quality.

In the Southeast Asian toilet paper market, regional major paper manufacturers such as SCG Packaging and Asia Pulp & Paper are actively developing products suited to local climate and needs through their research and development departments. Small and medium-sized regional manufacturers are also working to ensure quality in cooperation with additive manufacturers and packaging material producers.

A noteworthy aspect is the significant presence of Japanese paper manufacturers. Japanese companies such as Oji Holdings have successfully developed products that maintain high quality even in hot and humid environments by utilising fibre control technology and quality management expertise cultivated domestically. This success clearly demonstrates the advanced technological development capabilities and strict quality control systems possessed by the Japanese paper industry.

In recent years, Western manufacturers such as P&G, as well as Chinese and Taiwanese paper manufacturers, have increased their market entry, intensifying competition in terms of both quality and price.

Japanese Small and Medium Enterprise Technological Innovation Cases

Marutomi Seishi Co., Ltd.'s Environmentally Conscious Paper Technology and Regional Collaboration

Marutomi Seishi Co., Ltd.（https://www.marutomi-seishi.co.jp/）is a comprehensive household paper manufacturer founded in 1955, based in Fuji City, Shizuoka Prefecture, boasting one of the highest toilet paper production volumes in Japan. The company particularly focuses on developing environmentally conscious products and has developed groundbreaking "coreless" technology. This technology maintains the shape of roll paper without a core, achieving resource conservation and improved transport efficiency whilst contributing to the reduction of CO2 emissions.

Through collaboration with regional enterprises, they have established unique paper packaging technology with environmental considerations. In this "All Fuji" joint development project, TENTOK CORPORATION took the lead in developing special base paper with water resistance and appropriate elasticity. They created more than 200 samples to achieve optimal materials that combine washi-like texture and printability.

Furthermore, Daishowa Paper Products Co., Ltd. and Saitoshokai Co., Ltd. were responsible for developing special bag-making techniques, adopting environmentally conscious vegetable oil inks, and implementing new machine parts and process improvements to enhance production efficiency.

The product born from this joint development, "Penguin Super Long 4x Roll 4 Rolls Single (Paper Packaging)", is designed to be reusable as a refuse bag or storage bag after use. The technology related to this special base paper material and bag-making method has been patent-applied and contributes to the realisation of a sustainable society as a result of co-creation with regional enterprises leveraging the strengths of Fuji City's paper industry.

Additionally, Marutomi Seishi Co., Ltd. acquired a new patent in February 2024 for manufacturing technology of coreless toilet paper utilising the plant-derived new material "Cellulose Nanofiber (CNF)". This technology successfully increased the strength of the core hole section by 20% by mixing CNF into the water used in the manufacturing process of conventional coreless products. This has resolved conventional challenges such as hardening and deformation due to long length, and greatly improved stability during use.

In 2020, the company introduced CNF production equipment that utilises trim waste generated during the manufacturing process, increasing production capacity fifteen-fold from 2 kilograms to 30 kilograms per hour. This equipment enhancement simultaneously achieves reduced environmental impact and improved product quality.

With the establishment of this CNF technology, the company's coreless toilet paper has steadily expanded demand in public facilities and general households, and has become a flagship product accounting for approximately 30% of the company's total production.

Kasuga Paper Industry Co., Ltd.'s Long-Length Paper Processing Technology

Kasuga Paper Industry Co., Ltd.（https://www.kasuga.co.jp/） has established unique technologies as a company specialising in toilet paper processing. The company's distinctive feature is its advanced tension control technology that can stably wind 300-metre long base paper. This technology achieves tear-resistant strength whilst maintaining uniform paper thickness during winding.

To respond to the harsh usage environments of commercial applications for public facilities, they have established a unique processing technology that combines a soft texture whilst suppressing paper bulk. Furthermore, by combining with a dedicated holder system, they provide a comprehensive solution that greatly reduces the replenishment burden for facility managers by enabling theft prevention with locked containers and storage of multiple rolls.

TOYO SHIGYO PRINTING CO., LTD.（https://www.toyo-s.co.jp/）a base paper manufacturer, and Kasuga Paper Industry Co., Ltd.a processing specialist company, play important roles in providing high-quality products to the market whilst leveraging their respective specialities. The combination of Kasuga Paper Industry Co., Ltd.'s long-length winding technology and dedicated holder system has received high acclaim as a practical solution that resolves various challenges in public toilets.

IZUMI Corporation's Multicolour Printing Technology for Recycled Paper

IZUMI Corporation(https://izumi.kami.ne.jp/) has been refining its technology for over 75 years as a specialised manufacturer of recycled toilet paper since its establishment in 1947. The company's technological characteristics are particularly evident in its multicolour printing technology for recycled paper.

Its greatest technical strength is the advanced printing technology that enables stable multicolour printing of up to seven colours on recycled paper, which is considered difficult to handle. This technology is highly specialised and possessed by only a few companies in Fuji City, Shizuoka Prefecture. Particularly noteworthy is the achievement of stable printing quality whilst accommodating the material inhomogeneity characteristic of recycled paper made from waste paper.

Furthermore, the company's utilisation technology for soybean ink, which it has adopted from the perspective of reducing environmental impact, is also worth special mention. Soybean ink has the characteristic of having a longer drying time compared to petroleum-based inks, requiring advanced technology especially for printing on recycled paper. The company has overcome this technical challenge and achieved both the use of environmentally friendly ink and stable printing quality.

The company has an integrated production system from waste paper collection to product manufacturing, and the printing technology for recycled paper cultivated within this system is positioned as an important specialised technology in the paper industry of Fuji City. The processing technology for colour rolls and print rolls demonstrates the results of the company's years of experience and technological innovation.

What these small and medium-sized enterprises have in common is their unique technological development approach, different from large manufacturers. Despite their small scale, they maintain competitiveness by specialising in specific technological fields and have succeeded in establishing procurement of raw materials and manufacturing methods that leverage regional characteristics. Their emphasis on environmental considerations and coexistence with local communities is also characteristic. The efforts of these companies are becoming an important element supporting the technological diversity of Japan's toilet paper industry.