TOKYO, JAPAN – What began as a uniquely Japanese initiative to highlight the hidden dangers of plastic waste has now gone global. Publicis Groupe Japan has announced the return of its Trash Bento Challenge for 2025, this time opening its doors to entries from around the world.
Launched in 2024, the challenge draws attention to a sobering truth: the average person unknowingly consumes the equivalent of one lunchbox worth of plastic every year. The competition which part environmental awareness campaign and part creative exercise, invites participants to pick up litter, transform it into a whimsical bento box creation, and share their work alongside reflections on their cleanup experience.
The initiative is spearheaded by the agency’s Gomirai Project Team, under its Sustainable Development Goals (SDG) Committee, as part of an ongoing commitment to education, creativity,and positive environmental change.
“Maybe you care about the environment. Maybe you love making things. Maybe you’re looking for the perfect summer research project. Whatever your reason, I encourage you to enter,” explains Yukichi Shikata, Creative Director at Publicis Groupe Japan and a member of the Groupe’s SDG Committee. “Your entry might inspire someone. It might make them smile. And it might be the first step towards changing behavior.”
Gareth Mulryan, CEO at Publicis Groupe Japan, adds: “We received such a phenomenal response to last year’s contest that we’ve decided to welcome international entries this year. The more we can raise awareness of the health problems caused by trash and microplastics, and the more trash that’s collected from local neighbourhoods and kept out of our oceans and waterways, the better we can take incremental steps towards real and lasting change.”
This year’s theme, “Recycle – For the Earth, For Our Bodies”, underlines the urgent connection between environmental health and human health.
The 2024 edition of the Trash Bento Challenge drew national attention, featuring at Japan’s EcoPro exhibition and inspiring community led cleanups across the country. Its growing impact was recognised internationally when the campaign was showcased at the ACT with Courage Exhibition at Cannes Lions 2025, which celebrated 100 creativity for good initiatives from 32 countries.
Winners can look forward to prizes that embody sustainability and innovation:
- Grand Prize – A stay at the Zero Waste Action Hotel in Kamikatsu, Tokushima, for a family of three.
- Appetite-Inspiring Award (judged by chef and fermentation expert Misa Enomoto). An eco-friendly bento lunchbox made from coffee grounds and bamboo powder.
- Recycle Meister Award (judged by comedian and sanitation worker Shuichi Takizawa). A MyBottleYakusugi crafted from unused Yakusugi cedar, showcasing the beauty of upcycling.
Additional categories such as the Happy Fish Award, Future Genius Award, and My First Step Award aim to encourage changemakers of all ages.
The 2025 challenge is supported by local government bodies and sponsors including PADI and Atoa Aquarium in Kobe, which is hosting a Trash Bento workshop as part of its Plastic Oceans: A Changing Future exhibition on August 7-8.
Entries close on Sunday, August 31, 2025, at 11:59 PM JST. For full details and submission guidelines, participants can visit Publicis Groupe Japan’s official Instagram and website.
