Interview
Bath posters that can be repositioned repeatedly.
LIMEX’s durability and water resistance thrive in wet areas.
- 会社名KEYUCA (Kawajun Co., Ltd.)
- 業種Retail
- 用途Printed Materials
- URL Kawajun's Sustainability
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【Challenge】
Developing environmentally conscious products that balance environmental performance and product functionality
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【Products Adopted】
Bathroom Poster
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【Effect】
Contributes to natural resource conservation by eliminating all wood pulp from product ingredients and significantly reducing water usage during manufacturing
Media coverage leveraging the buzz around the “material”
Kawajun Co., Ltd. is a company engaged in the planning, manufacturing, and sales of interior goods, architectural hardware, commercial fixtures, and hotel supplies. Among its offerings, the lifestyle shop “KEYUCA” was launched as its own brand in 2000. Based on the concept of “Simple & Natural Living,” it offers a wide range of items including furniture, curtains, kitchenware, fashion accessories, and even food products.
This time, we spoke with KEYUCA about the background behind introducing LIMEX into their educational bath poster for children, as well as its effects.
We don't make products that are good for the environment but don't sell.
Could you tell us about your company's overall sustainability initiatives?
KEYUCA: Across our entire company, we promote sustainability from three perspectives: environment, society, and people. We have established a cross-functional sustainability promotion project for the entire Kawajun Group.
Since KEYUCA primarily delivers products directly to consumers, it is difficult to get customers to accept items that are “environmentally good but expensive.” While environmental consideration is essential, products that are “environmentally good but unsellable” ultimately fail if they lack value and appeal. Therefore, we prioritize high product appeal as a fundamental premise and strive to incorporate environmental considerations as much as possible within that framework.
At first glance, it looks like ordinary paper. Its texture doesn't suggest it's derived from limestone.
Please tell us the circumstances that led you to consider LIMEX.
KEYUCA: Within our company, we hold inter-departmental meetings. During one such meeting, a member from another department shared information about “a paper substitute material made from limestone.” Furthermore, we were introduced to LIMEX by a company we had previously done business with. This led to our initial discussion, which included representatives from your sales team. When I actually handled LIMEX Sheet, it looked like ordinary paper at first glance. Its texture made it hard to believe limestone was used in its production.
Die narrative Anziehungskraft von LIMEX, die Gespräche anregt
Among the many materials available, why did you choose LIMEX for the “bath poster” item?
KEYUCA: We were just considering expanding our baby and kids’ items, and the “Bath Poster” was also on our development candidate list. Since the Bath Poster is used in wet areas, water resistance is required. LIMEX not only has water resistance but also features an environmentally conscious design derived from limestone. We also felt, “Precisely because this product involves children’s futures, we want to use environmentally friendly materials,” which led us to decide to try LIMEX.
Additionally, compared to other paper materials, the story behind its limestone origin was appealing. Since baths involve actual water usage, we felt it naturally connects to the image of water conservation. We also believe telling children, “Actually, this is made from stone,” could spark conversation.
Moderate thinness ensures easy adhesion and resistance to peeling
I understand that materials from other companies were also considered during the introduction process. What was the deciding factor in choosing LIMEX?
KEYUCA: During our evaluation for potential adoption, we requested several samples and tested them by actually applying and removing them in the bath. We were concerned that other companies’ materials might curl or peel off during drying. Initially, LIMEX was proposed at 150μm thickness, but the risk of peeling during drying remained a concern due to its thickness. However, after reevaluating the thinner 80μm option you proposed, we determined it achieved the ideal balance of easy application and resistance to peeling. Consequently, we have decided to proceed with using LIMEX.
Clearing the hurdles of durability and price
What points were discussed internally regarding the adoption of LIMEX? Please share any internal concerns or points that needed confirmation.
KEYUCA: First and foremost, durability and usability were key considerations. Bath posters are likely to be reapplied multiple times and are exposed to water and detergent. We verified that the printed surface does not bleed, that there are no durability issues, and that they can be used safely and with peace of mind.
While price was also a factor requiring consideration, it was comparable to synthetic paper from other companies, leading us to decide on adoption.
Media Coverage Focused on “Materials”
How have customers responded since the actual sales launch? Also, have there been any evaluations from the media or outside the company?
KEYUCA: We were invited to participate in a sustainability-related program. After discussing LIMEX with the program staff, they ultimately featured our bath posters on air from among the many environmentally conscious products sold by KEYUCA. Many viewers found it surprising that they are made from limestone, and we have received positive feedback on that point.
Product development that is kind to both the environment and people
I understand that special attention was paid to the design aspect as well.
KEYUCA: To be honest, I haven’t shared this widely, but in the design, I consciously applied the concept of universal color. I made sure it’s easy to read for people with visual characteristics, such as those who perceive colors differently than most. Research shows that one in 20 men and one in 500 women have color vision diversity. That’s precisely why I aimed to create products considerate of both the environment and people when developing this item.
This time, we were selected for implementation not only for LIMEX’s environmental performance and water resistance/durability, but also for its “storytelling potential” that enriches the unique learning experience of bath posters. Moving forward, TBM will continue to support KEYUCA (Kawajun Co., Ltd.), which promotes sustainability across three pillars—environment, society, and people—through its business activities.
FAQ
I want a price list.
Please fill out the inquiry form and let us know the product you are looking for.
How long will it take to deliver?
Clear files and business cards can be delivered within the same delivery time as regular products. For more information, please contact us using our inquiry form.
I’d like to know how to dispose of LIMEX after use.
[For Businesses]
When disposing of LIMEX as business waste, please treat it as industrial waste. LIMEX products are flammable. Please dispose of them in accordance with your local municipality’s rules.
[For Consumers]
LIMEX products are flammable. When disposing of them, please follow your local municipality’s rules.
*Do not mix LIMEX products with recycled paper. For more information, please see here.
I’d like to receive a LIMEX sample.
Please contact us using this inquiry form.
I’m looking to be involved in the sales and development of LIMEX products.
TBM is always looking for partners to sell and develop LIMEX products. Please contact us using this inquiry form.
