From Kamakura to the World: Joining the "Million Actions Campaign 2026"

Expanding the Circle of Action Together with Our Citizens

Kamakura Ethical Lab, the organization driving Kamakura’s initiatives as a Fairtrade Town, is proud to announce its continued participation in the "Fairtrade Million Actions Campaign 2026" hosted by Fairtrade Japan.

Since Kamakura’s official designation as a Fairtrade Town in 2025, we have focused on local, relatable initiatives that empower individuals to take ownership of sustainable change. Following last year’s success—which saw over 14,000 recorded actions—we aim to accelerate this momentum and contribute to the national goal of 3 million actions.

■ Key Initiatives for Fairtrade Month

Throughout May, designated as Fairtrade Month, Kamakura Ethical Lab will promote the "1 Action = 1 Yen" initiative through product purchases, social media engagement, and community events.

• Culinary Initiative: "Otera Shokudo" Community Kitchen (May 3) A special Fairtrade-inspired menu will be served at a local temple, serving as a community hub. This event offers a unique opportunity for residents to feel a personal connection to global producers through food.

• Community Event: The 28th Kamajin Ichiba (Tentatively May 17) We will host a booth at Kamakura’s largest community festival, selling original tote bags made from Fairtrade cotton. The booth will also feature interactive activities to engage visitors and expand our network of supporters.

• Regional Branding By promoting Kamakura-born products like "Kamakura Roasted Coffee" and "Gonan Omusubi," we aim to transform everyday shopping into conscious, ethical choices.

• School Lunches With the support of the Kamakura Rotary Club, Fairtrade sesame seeds will be introduced to school lunches in local elementary and junior high schools, giving children a firsthand experience with Fairtrade through their daily meals.

■About the Fairtrade Million Actions Campaign

Held annually in May during Fairtrade Month, this is Japan’s largest awareness campaign focused on sustainability and Fairtrade. It brings together corporations, local governments, restaurants, and schools nationwide to encourage a wide range of "Fairtrade Actions."

This year’s theme, "Beyond Great Products: A Great World," emphasizes that "truly good products" are defined not just by quality, but by the dignity of the producers and the protection of the environment.

A special focus this year will be on how climate change affects our daily food supply and the vital role Fairtrade plays in climate resilience. During the campaign, each recorded action triggers a 1-yen donation to the NAPP Climate Disaster Relief and Resilience Fund, supporting producers across the Asia-Pacific region.

■About Kamakura Ethical Lab

Kamakura Ethical Lab is the core organization supporting Kamakura’s ongoing commitment as a Fairtrade Town. Established on World Fairtrade Day (May 13, 2023), the Lab promotes ethical consumption and sustainable lifestyles, striving to build a better future starting from the heart of Kamakura.

■Media Inquiries

Kamakura Ethical Lab

Email: press@kamakura-ethical-lab.org