Koushi Chemical Industry, a plastic manufacturer with 54 years of history, responded to the anti-plastic sentiment by innovatively addressing sustainability challenges. Collaborating with Hokkaido's scallop industry, we created the "SHELLMET", using discarded scallop shells and plastic waste. This transformation turned the narrative from a "plastic-free society" to one of coexistence, redefining discarded shells as a valuable local resource. The initiative gained widespread support from local residents, experts, consumers, media, and international companies, fostering a growing circle of positive impact.

In Japan, scallops have the highest export value among domestic seafood, and they are also the shellfish with the most discarded shells. Hokkaido's Sarufutsu Village is home to the largest scallop catch in the country. In 2021, exporters discarded approximately 40,000 tons of shells on the shoreline.

According to experts, not only is it a challenge to secure a place to deposit the shells, there is also an environmental preservation issue whereby piles of shells generate a foul odor, and cause groundwater contamination due to the release of heavy metals contained in some of the remaining viscera.

Therefore, we aimed to transform the discarded shells into a new resource to benefit the local community.

NOTE:

Our team works with the client on all levels, from idea generation to design and PR.

Following the enactment of the Law for Recycling Plastic in April 2022, Japan has begun to reduce the use of plastic and actively utilize renewable resources. There is growing momentum to charge for plastic bags and to replace plastic straws and spoons with other materials.

Meanwhile, the creation of a new material to potentially replace plastic from Japan's most familiar "scallop shell" has raised many eyebrows.

Scallop fishermen work at length at sea and risk falling due to instability underfoot and rough weather. Plus, due to the high risk of earthquakes and other disasters, helmets are a staple item for disaster preparedness, not only for fishermen, but for all sorts of people.

What if we could create an eco-system whereby helmets worn by scallop fishermen and others are produced from the locally caught scallop shells?

This is why we focused on the main component and structure of scallop shells, which is "calcium carbonate," a highly versatile component used in a variety of processes to increase mechanical strength, including cement.

In addition, shells that survive harsh nature exhibit similarly high strength.

These two insights led to an idea: "Shells have protected themselves from external enemies and are now protecting human lives." The upshot was SHELLMET, the world's first helmet made from scallop shells.

(Japanese name: HOTAMET)

Numerous recycled products exist globally. Thus, we emphasized agency-driven storytelling and craftsmanship. Rather than just recycling shells, we crafted a compelling narrative, 'Protects Heads, and the Earth,' designed for intuitive understanding and PR appeal. We sought consensus among a diverse range of stakeholders, including media, consumers, and companies, through the following points:

Biomimicry Design: SHELLMET adopts a rib structure inspired by scallop shells. As a result, it succeeded in yielding 133% strength compared to conventional products.

Reusable Mechanism: Combining discarded shells and plastic waste results in up to 36% CO2 reduction compared to using 100% new plastic. After its lifecycle, the helmet can be crushed and reused for new SHELLMETs, reducing discarded shells with each production and visibly contributing to the environment.

Academic Collaboration: Involvement of professors from Hokkaido University and Osaka University enhances credibility through advice on regional environmental and material strength perspectives.

Turning discarded scallop shells into a valuable village resource, our news initiative triggered a transformative shift in attitudes among individuals and companies.

December 2022: Media Launch (Press conference in Sarufutsu Village, crowdfunding campaign)

Koushi Chemical Industry's developers, joined by the Sarufutsu Village Mayor, Fisheries Cooperative Association Chairman, and local fishermen, unveiled SHELLMET. Coinciding with the announcement of a law promoting bicycle helmet use, the event garnered heightened interest, featuring a presentation and crowdfunding campaign.

January: Global Media Outreach

Building on domestic success, the initiative gained global attention through major design and business media, boosting product and material reputation.

March: Official Adoption at the 2025 Osaka-Kansai Expo

Recognized for contributing to SDG achievements, SHELLMET was officially selected as the Expo's disaster prevention helmet, setting the stage for continued news development.

April 2023 onwards: Ongoing projects for introducing SHELLMET and utilizing the material with various business partners.

We have initiated a transformative change in behavior towards a new culture, fostering coexistence with plastic and transforming scallop shells into a leading new resource.

Since its launch, received 887 media exposures in 34 countries, reaching 5.6 billion eyeballs. Penetration not just among local communities, but throughout Japan.

Tonality was positive with only 0.7% skewed negatively.

Chalked up 1,397% ($37,000+) of sales in 2 months after launch.

In first year, over 24 tons of discarded shells are to be recycled.

*Scale expansion planned.

In recognition of its innovation, it was adopted as the official disaster protection helmet for the 2025 Osaka World Expo.

The SHELLMET material is making waves as a new alternative to plastic,

with offers pouring in from more than 24 global brands, including Shell.

50% of the proceeds from a portion of sales go to the village.

Currently, shell recycling projects are underway in Chile and other fishing villages around the world that are facing the problem of discarded shells. This provides a catalyst to the problem of discarded seashells not only in Japan but also overseas.

Sarufutsu Village's scallops are well known in Japan and abroad, and scallop fishing is the most important industry underpinning the community. In the village, about 270 fishermen work and fish with passion to grow and catch scallops.

On the other hand, the fishermen felt guilty because scallop shells produced a large amount of waste that polluted the ocean. We wondered if we could create a sustainable system that they could be proud of, by giving the discarded scallops a new role.