Japanese

もったいないアクション

MOTTAINAI to the world|MOTTAINAI Action

-Mottainai- to the world|Mottainai Action
Wangari Maathai is a woman who was awarded the 2004 Nobel Peace Prize for her persistence in environmental areas. It is known that she was deeply impressed when she heard about MOTTAINAI during a visit to Japan in 2005. She decided to spread the word to the rest of the world as a slogan for environmental protection.
We feel that the opportunities of hearing the word MOTTAINAI has decreased along with the economic growth and material affluence in Japan. Instead, "eco" (which means ecology) came into widespread use as the same meaning. It gives a positive impression to people as an environmentally desirable action.

However, MOTTAINAI has a meaning that cannot be replaced by "eco". We value the meaning highly and would like to spread it throughout the world. The meaning is "If something exists, there should be a reason for it." Imagine grilled fish served on a plate. Why is this fish placed on the table? If the reason for existence is vague and not recognized, that is what we think MOTTAINAI is.