Experience the Ocean: amuca® Hosts Upcycled Fishing Gear Event at Zushi Beach on Marine Day <July 20 (Mon)>

amu Co., Ltd. (Headquarters: Kesennuma City, Miyagi Prefecture; CEO: Kota Kato; hereinafter "amu") will host the user community event "amuca® Buddy Club 2026 Summer" (hereinafter "the event") on Monday, July 20, 2026, a national holiday known as Marine Day, at Zushi Beach in Zushi City, Kanagawa Prefecture. The event is an experiential gathering designed for "Buddies"—devoted users of amuca® products—and others passionate about the ocean, aiming to deepen their connection with the sea through walking, learning, and savoring the marine environment.

On this day dedicated to "giving thanks for the blessings of the sea," participants will gain deeper insights into ocean issues, enjoy meaningful exchanges with like-minded individuals, and experience new learnings and connections.

This summer, spend a day falling in love with the ocean. An experiential event themed in blue.

On Monday, July 20, 2026—Marine Day—amuca® will host its first-ever user community event: "amuca® Buddy Club Blue Summer 2026." The "amuca® Buddy Club" is a real-world community event bringing together "Buddies," users of amuca®, a material brand that lives in harmony with the ocean.

This inaugural event, themed around "blue," invites participants to learn about and enjoy the ocean on Marine Day, fostering a deeper affection for the sea. The dress code is "blue," and blue body paint will be available at the event venue.

By walking along the shore, learning about the ocean and the origins of materials, and connecting with fellow Buddies who share the same values, attendees will experience the brand’s worldview in ways that products alone cannot convey.

The event will be held in cooperation with Permanent Planet Co., Ltd. (Headquarters: Zushi City, Kanagawa Prefecture; CEO: Roro Ikeda; hereinafter "Permanent Planet"), a company based in Zushi that focuses on environmental management and next-generation education, and also plans and operates fieldwork programs for nature-coexisting business practices such as marine conservation.

We aim to deliver a special Marine Day where each participant returns home with new connections to the ocean and the local community.

Marine Day: A Day to Give Thanks for the Ocean’s Blessings, Originating in Kanagawa

Marine Day is a national holiday observed annually on the third Monday of July, dedicated to "giving thanks for the blessings of the sea and praying for the prosperity of Japan as a maritime nation." It traces its origins to "Marine Memorial Day," established to commemorate Emperor Meiji’s return to Yokohama Port, Kanagawa, on July 20, 1876, after a tour of the Tohoku region aboard the steamship "Meiji Maru," used for lighthouse inspections rather than military vessels.

Additionally, in Zushi City, Kanagawa Prefecture—the event’s host location—Riviera Zushi Marina received Asia’s first marina version of the "Blue Flag" certification in April 2022. The "Blue Flag" is an international certification awarded to beaches and marinas that meet strict environmental, educational, and safety standards through collaboration among citizens, businesses, and local governments. Zushi Beach has also earned the Blue Flag certification for beaches and maintains this rigorous standard annually. Zushi’s coastline is thus protected as a sustainable and safe beach recognized globally.

For Japan, an island nation surrounded by the sea and with a culture and history shaped by the ocean, the sea is deeply intertwined with daily life, industries, and local communities. amuca® believes that experiencing and understanding the ocean firsthand fosters greater affection for it and gratitude for its blessings.

Challenges and Initiatives Related to Ocean Plastic and Discarded Fishing Gear

In Japan, which benefits greatly from the ocean, issues such as marine plastic pollution and discarded fishing nets have become increasingly severe in recent years. Plastics that enter the ocean break down into microplastics smaller than 5mm due to waves and UV exposure, posing risks to marine life.

Various types of debris wash ashore daily, and due to rising sea temperatures from global warming, creatures like sea urchins overconsume seaweed, leading to widespread kelp forest die-offs known as "isoyake" (barren seabed), causing significant damage to marine ecosystems. In Zushi City, where the event will be held, ongoing efforts are made to address these challenges and preserve the beauty of the sea.

Discarded fishing gear, such as used nets and ropes, also contributes to marine plastic pollution. These items pose a significant burden on fishers and local communities due to high disposal costs. However, when properly collected and recycled, they hold potential to become valuable new resources.

This event will propose new ways of engaging with the ocean and fisheries through coastal fieldwork, upcycling talks on fishing nets, and participant networking.

amuca®: A Material That Lives With the Ocean

amuca® is a recycled material created by purchasing end-of-life fishing nets directly from fishers. Used fishing gear often contains salt and dirt and requires sorting, making incineration or recycling difficult. Most of it ends up in landfills, creating high environmental burdens.

For fishers, the high cost of disposal is a significant economic burden. By upcycling these problematic discarded nets into amuca®, the brand achieves both reduced burden on fishers and lower environmental impact. amuca® is a circular brand that reduces fishers’ waste disposal costs through collection and recycling, while also conveying the cultural value of local industries through textile design and traceability storytelling.

Event Program

Coastal Fieldwork: Walk the Shore and Learn About the Ocean’s Current State

While walking along Zushi Beach, participants will collect marine plastic debris and reflect on the differences between materials and their pathways into the ocean. This hands-on fieldwork allows participants to see and touch the issues firsthand, gaining experiential knowledge of what is happening in the ocean. This activity will be conducted with the support of Permanent Planet.

Upcycling Talk by amu’s CEO Kota Kato

Kota Kato, CEO of amu, will discuss the challenges posed by discarded fishing gear and explain how recovered nets are transformed into new materials and products. He will also share on-the-ground stories about how these initiatives connect not only to the ocean but also to the future of fisheries and local communities.

Profile of Kota Kato, CEO of amu

Born in Odawara City, Kanagawa Prefecture, in 1997. Former TV program producer at CyberAgent, Inc. Moved to Kesennuma in 2019 during university studies. Founded amu Co., Ltd. in 2023. Selected for Forbes 30 Under 30 Asia 2025.

Image of the Upcycling Talk

Gift for All Participants: "amuca® Carabiner"

All event participants will receive an "amuca® Carabiner" made from ocean plastic waste.

In a new light blue color inspired by the ocean and the event’s blue theme, this item is a new product not yet available for general sale. It will be offered as a special limited-time gift exclusively to event attendees ahead of its commercial release.

Attach it to your bag or satchel with the amuca® Buddy Band as a summer memento and a token of your participation in the Buddy Club.