TRUE BLUE’s co-representative, Megumi Tamamura, believes in creating entry points to engage even those who have no prior interest in environmental issues. While environmental activism often centers on raising awareness and telling powerful stories, she emphasizes that the priority should be simply making products people genuinely want. With growing influence and impact, we take a closer look at the vision and enduring passion that drive her forward.
A Love for Okinawa’s Ocean Sparked a Movement
In recent years, the northern region of Okinawa’s main island—known as Yanbaru—has gained popularity as a tourist destination. Among its gems is Kouri Island, a small island off the coast of Nakijin Village, connected to the mainland by the stunning Kouri Bridge. Thanks to its easy accessibility and breathtaking ocean views on both sides of the bridge, Kouri Island attracts approximately 800,000 visitors annually. Even for locals, crossing the bridge brings an undeniable sense of excitement, offering a taste of a remote island getaway. It is on this tiny yet enchanting island that TRUE BLUE’s store is located.
Turning off the main road and driving along a quiet coastal path, a beautifully crafted wooden building appears, almost like a cozy café—immediately making you want to stop. This is TRUE BLUE’s store.
As you step inside the open and airy space, offering a breathtaking view of the ocean, you’re greeted by a display of colorful, stylish accessories and small items. Toward the back, there’s an interactive workshop area where visitors can take part in hands-on experiences.For those who stumble upon this store by chance, it would be hard to believe that the beautifully crafted products on display were once marine debris, transformed through upcycling.
Opened in late January 2023, the store is led by TRUE BLUE’s co-representative, Megumi Tamamura. A long-time lover of Okinawa, she found herself increasingly drawn to its breathtakingly beautiful ocean every time she swam in it. However, after visiting year after year, she began noticing unsettling changes—coral bleaching and shifts in the ocean’s ecosystem.
Not long after, she started hearing more frequently about marine debris harming sea turtles and other marine life. Up until that point, Tamamura had never paid much attention to environmental issues. But experiencing it firsthand, the gradual yet undeniable deterioration of Okinawa’s ocean made her naturally more aware of the crisis at hand.
“If I ignored this issue, I knew I’d regret it later. I decided that, even if it was just me, I wanted to do something. So I started by picking up trash on the beach in my hometown of Shizuoka.”
Her mission took shape after meeting Ayumu Takahashi, her now co-representative. With Takahashi’s extensive experience working in Okinawa, the project gained momentum quickly, and in less than two years, the store became a reality.
Their ultimate goal? “To clean up oceans all over the world!” Today, their environmental efforts extend far beyond marine plastic pollution, evolving into a broader movement for sustainability.
300 Visitors in Just One Month!
The Secret Behind TRUE BLUE’s Popular Hands-On Workshops
The first reaction people have when they see TRUE BLUE’s products? “These are so cute!”—and that’s exactly what Tamamura aims for.
“My role is to open the door for people who have absolutely no interest in environmental issues.”
That’s why the store’s best-selling items—accessories, coasters, and other stylish goods—are not only sustainable but also meticulously designed to be fashionable and desirable.
“We don’t rely on telling the product’s backstory to make a sale. Instead, I want people—especially those uninterested in environmental issues—to simply think, ‘This is so cute! I want it!’ And then later, when they realize, ‘Wait, this is made from marine plastic? This used to be ocean waste?’—that’s enough. That’s the goal.”
Tamamura’s approach is deeply rooted in her own journey—from someone with a lack of environmental concern to someone actively working to address them.
“If you’re just turning waste into more waste, what’s the point? If it’s not cute, it won’t sell, and if it doesn’t sell, the cycle won’t continue.”
Her direct and honest perspective gets straight to the heart of the issue.
TRUE BLUE’s main source of revenue comes from hands-on workshops, where visitors create keychains and other small items from marine plastic. While many participants are women on girls’ trips and couples, the workshops have also gained popularity as summer vacation projects for children.
During peak times, three to four families participate every day, and in just one month, as many as 300 visitors join the workshop experience.
“People want to create stylish, cute things. And if those things happen to be environmentally friendly, that’s even better. But just saying, ‘It’s good for the ocean’ isn’t enough to attract people.”
This consistent, design-first approach has played a crucial role in marketing and outreach.
Despite zero advertising budget at the start, TRUE BLUE quickly gained traction. Within just a few months of opening, the store was already welcoming 200 workshop participants per month during the summer break—all thanks to organic social media outreach alone.
At the time of opening, TRUE BLUE invited influencers for complimentary workshop experiences, hoping to gain some exposure. This initiative sparked a chain reaction—seven different Okinawa-based influencers visited the store and shared their experiences, simply because they wanted to support TRUE BLUE’s mission.
Beyond social media, the store also gained media attention through features in magazines and online articles, appearing in search results for terms like “Okinawa rainy day activities” and “Northern Okinawa attractions”.
When asked how they discovered the workshop, most participants mentioned influencer posts, customer-generated social media content, Google searches, and articles featured on travel websites—proving the power of organic word-of-mouth marketing.
TRUE BLUE’s success stems from its visual appeal—its location, architecture, product design, and overall ambiance. Instead of relying solely on an “environmental activism” narrative, the brand strategically focuses on creating products and a shopping experience that even those uninterested in sustainability find simply “cute” or “desirable.”
For Tamamura, ensuring financial sustainability is just as important as environmental sustainability.
“There are so many amazing volunteer-based environmental initiatives out there, but many people assume that ‘doing good for the environment’ isn’t profitable. In reality, financial success enables long-term impact. I truly believe that people working on environmental solutions should be able to earn a living from it. If we can shift public perception—showing that you can make money while cleaning up the ocean—more people will start doing it.”
To expand the number of participants and ensure the longevity of TRUE BLUE’s mission, she has launched educational programs designed to turn beginners into sustainable creators.
These include:
Certification programs for continued learning and deeper knowledge, allowing graduates to build credibility in the field.
Startup courses teaching how to host workshops, sort marine waste, and create accessories. Participants can begin earning income within six months.
Artist training programs that guide individuals in turning upcycling into a creative profession.
Spreading TRUE BLUE Across the World!
Turning Passion into Global Impact—Because Fun Drives Change.
TRUE BLUE is now taking its mission beyond Japan, with plans underway to open a store in Croatia. This project was sparked by a chance encounter during a book interview, which led to a workshop at a Croatian elementary school and a new partnership with a local NGO.
Croatia’s Adriatic Sea is a world-famous tourist destination known for its stunning beauty, but it faces serious waste management problems. The country’s only landfill is in Zagreb, the capital, meaning all waste must be transported there by ship.
Marine debris is a growing issue in these waters, yet even when beach cleanups take place, transporting the waste by boat makes sustainability a challenge. TRUE BLUE’s approach—upcycling marine waste locally while educating people on sustainability—offered a perfect solution.The initiative gained so much traction that the city’s mayor personally reached out and asked, “Can you help us find a solution?”
TRUE BLUE has also partnered with Peace Boat, a global initiative that allows young people to travel the world by ship. As part of this collaboration, they are launching onboard activities where participants collect marine debris from different parts of the world and transform it into art right on the ship.
One of their latest innovative products is a vinyl record made from marine plastic. Designed as a personalized keepsake for weddings and special celebrations, these records allow people to embed heartfelt messages into the grooves of the vinyl.
The most striking part? The sound they hear carries a deeper meaning—a message born from what was once ocean waste, symbolizing transformation and sustainability in the most artistic way.
The goal of the marine plastic vinyl records was to appeal to music lovers and vinyl enthusiasts—people who might not typically engage with environmental issues.
“I wanted them to look at it and think, ‘That’s so cool!’”
Some customers who had never cared about sustainability before discovered environmental issues through their passion for music—and even started picking up litter for the first time in their lives.
Another initiative currently underway is in Cambodia, where TRUE BLUE is upcycling plastic waste from landmine removals. The plastic casing that once surrounded landmines is now being transformed into accessories.
A portion of the proceeds from these accessories is donated to fund further landmine removal efforts. These unique pieces are sold at the Cambodia Landmine Museum, and TRUE BLUE has also partnered with the Cambodian government to expand the upcycling of landmine-related plastic waste.
It is estimated that over 100 million landmines remain buried around the world. And in war-torn regions like Ukraine, new landmines are still being planted today.
“In the future, I’d love to create vinyl records from landmine plastic as well, collaborating with artists to spread messages of world peace.”
TRUE BLUE’s activities continue to expand across multiple fields and causes.
“The most important thing is that we, ourselves, are excited and having fun with our work. If that leads to cleaner oceans and contributes to world peace, then that’s incredible. We don’t want to limit ourselves to marine plastic—we want to embrace upcycling as a whole.”
“If our upcycling knowledge and skills can make a difference somewhere, we’re ready to take it global—anytime, anywhere.”
Making Upcycling the Global Standard for Our Oceans
TRUE BLUE’s co-representative, Ayumu Takahashi, and the team have launched a nationwide tour across Japan, reinforcing the importance of spreading awareness.
Inside the store, TRUE BLUE doesn’t just showcase its own products—it also features and sells upcycled works by various artists and creators focused on marine waste. These include items made from discarded fishing gear, nets, and buoys, as well as artworks created from PET bottles. By embracing collaboration over competition, TRUE BLUE aims to amplify the impact of the upcycling movement beyond just its own activities.
When asked about the future, Tamamura shared her vision:
“We already have a strong network of graduates from our training programs, and I want to see them thrive. As for TRUE BLUE, we don’t need multiple locations in Japan—one base here is enough. What we really want is to expand globally. Our goal is for upcycling to become the norm in oceans worldwide. The ideal future? A world where there are upcycling studios accessible to everyone, everywhere.”
TRUE BLUE is committed to creating an environment where people can engage with sustainability in a relaxed, long-term way, ensuring that upcycling becomes second nature.
“Marine debris is more than just trash—it’s a resource that can be turned into stylish, desirable products, creating an income stream while also addressing environmental issues. Rather than training a single dedicated activist, we believe in inspiring as many people as possible to view marine waste from a new perspective.”
