Announcement of Corporate Brand Renewal
Announcement of Corporate Brand Renewal From a "Synthetic Paper Manufacturer" to a "Value Co-Creator" Building on More Than 50 Years of History, Material Technologies, and Problem-Solving Expertise Beyond synthetic paper, toward Creative substrates.
YUPO Co., Ltd. (Head Office: Chiyoda-ku, Tokyo; President & CEO: Katsuhiro Naito) announced the renewal of its corporate brand on July 1, 2026. To mark this milestone, the company held a rebranding event that introduced its evolution from a "synthetic paper manufacturer" to a "Value Co-Creator" of Creative substrates. The event unveiled the new brand concept, logo, product architecture, and redesigned corporate website, while also highlighting over 50 years of application development, co-creation with customers, and specific initiatives addressing social and environmental challenges.
The event also featured a panel discussion with Akihiro Nishizawa, President of Eight Branding Design, who discussed the background behind the rebranding effort and the company's vision for the future. Attendees were invited to participate in a "Touch & Try" experience, allowing them to interact with YUPO's materials firsthand and gain a deeper understanding of the new brand philosophy and product value.
Why Creative substrates, and Why Now?
A Redefinition Driven by More Than 50 Years of History
A History Born from Social Challenges and Continuous Exploration of Applications
The reason behind YUPO's self-redefinition lies in its more than 50-year history of addressing societal challenges.
YUPO synthetic paper was created in 1968 during Japan's period of rapid economic growth, against a backdrop of rapidly increasing paper demand and concerns over the depletion of forest resources. The product was developed following a recommendation issued by the Resources Survey Council of Japan's Science and Technology Agency to foster the synthetic paper industry. Even through the oil crises of 1973 and 1979, when many manufacturers withdrew from the market, YUPO continued to believe in the potential of its material and relentlessly searched for new applications.
As a result, the company developed diverse applications including labels, in-mold labels, outdoor advertising, plant factories, and suction tack products. Today, YUPO has maintained the No.1 market share in Japan's synthetic paper market for more than 45 years and is used in over 80 countries worldwide.
Facing Resource Procurement Challenges Once Again
Today, the company faces renewed uncertainty surrounding raw material procurement.
Through the rebranding project, YUPO arrived at an important realization:
"YUPO's greatest strength is not merely its water resistance and durability.
It is the history itself--more than 50 years spent working alongside customers to discover new applications."
Based on this insight, the company has redefined YUPO from "synthetic paper" to "Creative substrates." Rather than focusing solely on the material itself, YUPO will place greater emphasis on its ability to create new value together with customers. This philosophy forms the starting point of the company's rebranding initiative.
Value Co-Creator From "What We Sell" to "What Value We Can Create Together"
YUPO's new guiding philosophy is that of a "Value Co-Creator." By integrating sales, marketing, technical support, and development functions, the company aims to shift its mindset from simply selling products to collaboratively creating value with customers.
Core Strength: One-Stop Solutions
YUPO's competitive advantage lies in its comprehensive one-stop solutions system. Unlike many competitors, whose production processes are divided among separate organizations, YUPO provides integrated support across the entire value chain--from manufacturing to after-sales service.
Toward Open Manufacturing Through Shared Technical Expertise
The company also announced its intention to disclose as much of its accumulated technical know-how as possible, promoting a more open style of manufacturing based on collaboration with customers. Moving beyond material supply alone, YUPO aims to become a partner in creating solutions that address societal challenges through co-creation. This commitment will serve as a central pillar of the renewed brand.
Material Technologies Supporting Evolution and a Renewed Product Portfolio
Unique Technology: Microvoid Structure × Multilayer Design × Surface Treatment
YUPO possesses a proprietary microvoid structure formed during the stretching process of polypropylene and calcium carbonate. For the first time, the company publicly disclosed the multilayer structure that forms the foundation of YUPO products, consisting of five layers and up to seven layers. By combining multiple functional layers with proprietary surface treatment technologies, YUPO achieves a wide range of characteristics including:
• Water resistance
• Printability
• Opacity
• Thermal insulation
These features enable an extensive range of applications.
Product Portfolio Reorganized into Six Categories
As part of the brand renewal, YUPO reorganized its product lineup into six categories, making it easier for professionals outside traditional industry sectors to understand and identify potential partnership opportunities.
New Logo, Communication Tools, and Website
The new logo places a square symbol representing YUPO at its center, surrounded by organically expanding forms. These multidirectional shapes symbolize the company's commitment to creating value collaboratively with customers and partners as a Value Co-Creator. Business cards, envelopes, the brand book, employee uniforms, and the corporate website have also been redesigned to align with the new brand philosophy.
Solving Societal Challenges Through Four Key Strengths
During the panel discussion with Akihiro Nishizawa of Eight Branding Design, participants explored how YUPO can contribute to solving social challenges through its four core strengths and practical examples of value co-creation.
Case 1: Air YUPO Reducing Plastic Usage by Up to 46%
Challenge: Reducing plastic consumption while maintaining product performance.
Co-Creation: Applied YUPO's proprietary microvoid structure to reduce resin usage without sacrificing functionality.
Value: Achieved up to a 46% reduction in plastic consumption compared with conventional polypropylene film, supporting a more sustainable society.
Case 2: Establishing a Resource Circulation Service Through the Wide-Area Recycling Certification System
Challenge: How to recycle used YUPO materials and return them to society as reusable resources.
Co-Creation: Collection and utilization of production scrap and used YUPO materials discarded by customers as industrial waste.
Value: Contributes to CO₂ reduction and resource circulation through material recycling.
Case 3: Transforming Discarded Scallop Shells into Value Scallop Shell-Containing Sheet Materials
Challenge: Approximately 150,000 tons of scallop shells are discarded annually in Hokkaido, creating environmental and landscape issues.
Co-Creation: Established proprietary technology to convert discarded shells into resources and incorporate them into polypropylene sheet materials.
Value: Supports the realization of a circular economy while addressing regional environmental challenges.
Case 4: Addressing Workplace Safety Challenges with YUPO Anti-Slip Type
Challenge: Cargo collapse remains a significant safety and quality issue in the logistics industry, while conventional anti-slip materials have limitations in durability and water resistance.
Co-Creation: Developed a sheet combining YUPO's water-resistant and durable characteristics with proprietary anti-slip technology.
Value: Expected to serve not only logistics applications but also healthcare, nursing care, and industrial environments.
Event Overview
Event Name: YUPO Co., Ltd. Rebranding Announcement Event
Date & Time: July 1, 2026, 1:30 PM - 2:30 PM
Venue: Shin-Ochanomizu Building 15F, Chiyoda-ku, Tokyo
Speakers:
• Katsuhiro Naito, President & CEO, YUPO Co., Ltd.
• Takuya Miyaguchi, Head of Strategic Planning Division, YUPO Co., Ltd.
• Akihiro Nishizawa, Eight Branding Design Co., Ltd.
Company Profile
Company Name: YUPO Co., Ltd. (formerly YUPO Corporation)
President & CEO: Katsuhiro Naito
Established: May 1969
Business Activities: Manufacture, sales, and R&D of YUPO synthetic paper products
Major Applications: Labels, posters, ballot papers, and more
FY2025 Revenue:
• Non-consolidated: JPY 19.4 billion
• Consolidated: JPY 29.1 billion
Employees:
• Non-consolidated: 352
• Consolidated: 572
Manufacturing Facilities:
• Kamisu, Ibaraki, Japan
• Chesapeake, Virginia, USA
