Sustainable Green—Press Conference for Commemorative Book for the 15th Anniversary of Tree Planting Activities was Held
On December 6, 2013, FUJIFILM (China) Investment Co., Ltd. (FFCN) held the press conference regarding the publication of 15th anniversary book for the greening project in China, Who Has Changed through Tree Planting? in Shanghai. Fujifilm’s greening project in China was started by Fujifilm Workers’ Union in 1998, and FFCN has also participated in this project. Roughly 100 people participated in this great event, including those from the government, various companies, environmental organizations, and media outlets.
Following Fujifilm’s business strategy presentation which opened the event, FFCN employees recited poems about desert reforestation activities. Next, Ms. Haiyan Sun, who is one author of Who Has Changed through Tree Planting? introduced the following people who have devoted their efforts to this activity: Mr. Yoshio Kitaura, Director General, NPO “Green-Net”; Mr. Ryuji Otaki, Head of Affairs Office in China, NPO “Green-Net”; Ruifu Xu, FFCN Vice President; and Katsuya Asafusa, Chairman, Fujifilm Workers’ Union. They then spoke about the history of the greening project, their impressions from participating in the activities, the significance and challenges of the activities, and shared their thoughts on the future. Lastly, so that the audience could experience the bucket relay that is part of the tree planting activity in Inner Mongolia, everyone took part to carry water to a tree that was placed on the stage, and all participants were able to understand the importance of environmental conservation.
Following the presentation of the commemorative book, the CSR representative who came from FUJIFILM Holdings Corporation in Japan, introduced the Fujifilm Group’s environmental and CSR policies and activities. The representatives from the government, academic institutions, and companies expressed their impressions and expectations regarding the activities of the Fujifilm Group and it was a good opportunity for FFCN and participants to communicate with various people.
FFCN employees telling stories about desert reforestation using poetry
From left: Cheng Nian Qi, Medical Systems Division; Hua Tian, Finance Division; Yong Hua Shi, Public Relations Office; and Guang Zhao, Graphic Systems Business Division
The authors of Who Has Changed through Tree Planting? presenting the book to Fujifilm and NPO “Green-Net” members
From left: Mr. Yoshio Kitaura, Director General of NPO “Green-Net”; Ruifu Xu, FFCN Vice President; Masahiro Ota, FFCN President; Ms. Haiyan Sun, co-author of the book; Katsuya Asafusa, Chairman, Fujifilm Workers’ Union; Sanae Takahashi, former Vice Chairman of the Fujifilm Workers’ Union; Mr. Ryuji Otaki, Head of Affairs Office in China, NPO “Green-Net”
The book, Who Has Changed through Tree Planting?
Kawasaki, Manager, CSR Group, Corporate General Administration Division, FUJIFILM Holdings Corporation, introducing the Fujifilm Group’s approach to CSR and related activities
VOICES
Manager, CSR Group, Corporate General Administration Division
Motoko Kawasaki
I was glad to have the opportunity to share the Fujifilm Group’s CSR activities with many people, including the Chinese government, academic experts and the media. I hope that by introducing Fujifilm Group’s approach to CSR, environmental policy, energy-saving/waste reduction activities, examples of environmentally conscious products, and environmental activities in China to all participants, they will now have a deeper understanding.
Through this activity, I felt the keen level of interest in environmental issues and CSR among locals. I would like to continue working with FFCN to communicate with various people in China and contribute to solving environmental and social issues.
Katsuya Asafusa
I would like to express my sincere congratulations on the publication of this book that commemorates the FFCN greening activities.
This project was started with our idea at the Fujifilm Workers’ Union, however, FFCN have had such an interest in our activities and their active participation has given them a sense of ownership. As a partner in the project, I am so happy to see this. Let’s continue to plant seedlings through this activity to find common ground with our colleagues!
Ms. Haiyan Sun
After over a year of working with the FFCN, I am so happy that this book has finally been published.
The day it happened, there was smog in Shanghai and it seemed as though the clouds in the sky were a warning to us. Environmental conservation makes our lives richer and society more civilized, but it is also a pressing issue. After the experience of watering the tree at the book launch, I have come to think more and more that everyone’s cooperation is necessary to protect the natural environment. I was impressed by the passion of the main members of NPO “Green-Net” who came from Japan after hearing how they felt enlightened after planting trees. In addition, after hearing about the FFCN’s future strategy from Masahiro Ota, FFCN President, and the Fujifilm Group’s CSR approach and how it has been put into practice from Motoko Kawasaki, I was able to understand Fujifilm’s corporate philosophy more and more.
Mr. Ryuji Otaki
We are very grateful to have been invited to such an impressive book launch event. We hope that this wonderful book will make many people aware of the significance of our activities and how enjoyable they are, the amazing cooperation between FFCN and the Fujifilm Workers’ Union over the past 15 years, and our passion for social activities. I also pray that someday, readers of the book will come to Horqin to sweat alongside us to increase greenery and change the world. Thank you for your continued support and cooperation for many more years to come.
Vice President
RuiFu Xu
This year, tree planting activities in Inner Mongolia once again went smoothly. A total of 24 people made up of volunteers from FFCN, FUJIFILM Opt-Electronics (Tianjin) Co., Ltd., FUJIFILM Fine Chemicals (Wuxi) Co., Ltd., FUJIFILM (Shanghai) Trading Co., Ltd., and FUJIFILM SonoSite, Inc., along with volunteers from our China-based distributors, performed work such as weeding and pruning over a period of four days, and planted 650 pine trees. Thanks to the efforts of the volunteers, the “Fujifilm Forest” in Inner Mongolia has expanded further.
We also had another event this year. The book, Who Has Changed through Tree Planting?, which was edited by FFCN and an external production team, was published in China. This book looks back on the history of our desert reforestation activities that have continued for over 15 years, and details Fujifilm’s corporate philosophy, the views of union leaders and company management, and the thoughts and impressions of Japanese and Chinese volunteers. Each time I read it, I am moved and it brings tears to my eyes. The Chinese CSR experts who have read this book have evaluated our greening activities highly, stating “this is an example of a long-term sustainable model in which stakeholders such as NPOs, local government, companies, and individuals are well connected.”
Despite the fact that most Japanese companies are actively engaged in public interest activities and social contribution activities both in Japan and overseas, they tend not to publicize it. We believe that broadening the impact of these activities through advertising will increase awareness toward environmental protection for more people and will lead to improving the company’s image, which is our reason for promoting our greening activities in China so actively. Through the publication of this commemorative book, we brought to light all the hard work and sweat we have put in over these 15 years, to send the following messages to stakeholders and the public: 1. Persistence pays off and the global environment can be improved by our individual actions, 2. Fujifilm is a company that fulfills its social responsibilities, 3. If we have the same goal, we can work together and achieve results, regardless of nationality. We hope that this will lead to the success of Fujifilm’s China business and the sustainable development of society.
I would like to express our sincere gratitude to everyone from the Fujifilm Workers’ Union in Japan, participants from both Japan and China, and NPOs and similar organizations for their tremendous cooperation in creating the commemorative book and video. With everyone’s support, I believe that Fujifilm’s green will continue to expand in China.