Circular Movement launches Japan Immersion

By Arlene Carvalho, from Circular Movement

The Japan Immersion: Circular Experience 2026 is officially launched — a journey connecting Brazilian leaders to Japan’s Circular Economy ecosystem. The official debut took place earlier this month during one of the panels of the Circularity Hub, part of the SP+Verde Summit Agenda at Parque Villa-Lobos, São Paulo.

The session, moderated by Vinícius Saraceni, General Director of Circular Movement, brought together experts and strategic partners for an inspiring conversation about the lessons Japan offers the world when it comes to circularity. Participants included Ana Bertelli (consultant and program coordinator in Brazil), Carioca (Coopercaps), Jenny Sayaka (Brechó do Carbono), and Ugo Ibusuki (AOTS – The Association for Overseas Technical Cooperation and Sustainable Partnerships).

Saraceni points out that the initiative is inspired by the Japanese concept of mottainai, a philosophy that encourages avoiding waste of anything that still holds value — stimulating minds, inspiring creativity, and fostering the development of circular projects in Brazil.

“A select group of professionals will travel to Japan for technical visits, cultural exchanges, transformative experiences, and lessons on civility, management, and regeneration — reinforcing Circular Economy as a driver of opportunities for new business, jobs, and income,” he explains.

The discussion featured experiences on innovation, cooperation, and regenerative culture — pillars that sustain Japan’s approach to circularity. The country is globally recognized for integrating sustainability, technology, and tradition into daily life, inspiring scalable solutions worldwide.

What is Japan Immersion – Circular Experience?

The Japan Immersion is an exclusive opportunity for entrepreneurs, executives, and public leaders to experience Japan’s circularity model firsthand. Scheduled for May 24–30, 2026, the experience will be led by AOTS Japan, an institution with over 65 years of expertise in international cooperation and leadership development.

According to Ugo Ibusuki, Director of AOTS Brazil, Japan’s leadership in the Circular Economy Movement stems largely from its post–World War II recovery. The country, once devastated and resource-scarce, had to reinvent itself.

This necessity gave rise to the management model inspired by Toyota — known as the Toyota Production System (TPS) or Lean Manufacturing — a Japanese approach focused on eliminating waste, promoting continuous improvement, and producing only what is needed, when it is needed.

“This philosophy spread beyond industry to services and government. Waste elimination and efficient resource use became part of Japan’s mindset — a way of thinking and acting that is, at its core, a circular movement. That’s where Japan truly excels,” he notes.

Over seven immersive days, the group will visit companies, research centers, and communities recognized for their circular practices — from Tokyo to Kamikatsu, Japan’s famous “Zero Waste Town.” The itinerary includes technical visits, lectures with experts, and cultural integration moments with local leaders, all guided by the AOTS Japan team.

Why participate?

This experience offers more than learning — it’s a transformative journey for those seeking to apply circular economy principles in their businesses and communities. Participants will gain access to exclusive content, an international certificate from AOTS, and inclusion in the Japan Immersion Debrief eBook, featuring key insights and connections from the program.

For Ana Bertelli, Circular Business Model specialist and coordinator of Japan Immersion in Brazil, the exchange potential of this project is immense. It reflects over three decades of experience and continuous improvement in processes developed by Japan itself.

“The experience in Japan is unmatched anywhere in the world. For more than 30 years, the country has pursued circularity in an integrated way: society is engaged, consumers are responsible, and government and manufacturers work together in the process,” she explains.

Registrations are now open, with limited spots available. Interested participants can apply until February 2026 using this form.

Connect with innovation, learn from the world’s best practices, and lead the circular movement in Brazil. For more information, contact: imersaojapao@thecircularmovement.io.