Fair Trade Forum Japan

What Fair Trade Forum Japan does

Fair Trade Forum Japan (FTFJ, 一般社団法人日本フェアトレード・フォーラム) is a Tokyo-based general incorporated association founded in April 2011 that serves as the exclusive Japanese representative of Fair Trade Towns International, a 30-country global network. The organization administers three certification and registration programs: the Fair Trade Town Certification Program for municipalities (8 cities certified as of 2026, including Kumamoto, Nagoya, Sapporo, Zushi, Hamamatsu, Inabe, Kamakura, and Obu), the Fair Trade University Certification Program for higher education institutions (8 universities certified as of 2025), and the Fair Trade School Registration System for high schools and below (11 schools registered). FTFJ also conducts the Fair Trade and Ethical Consumption National Survey annually, the only longitudinal study of its kind in Japan tracking consumer awareness (57.0%), recognition (42.2%), and purchase behavior (15.2% national average as of 2026). The organization engages in awareness campaigns including Fair Trade Month each May, the biennial National Fair Trade Forum (2025 in Nagoya), speaker dispatch programs, and international conference participation.

FTFJ's revenue model is a non-profit member- and donor-supported structure rather than a commercial product business. Funding comes from individual and corporate membership fees, a tiered Supporter System (monthly plans ¥500–¥50,000, annual plans ¥3,000–¥100,000, with a ¥300/month student tier), and one-time donations. The headquarters operates from Harajuku, Shibuya-ku, Tokyo, with secretariat duties handled directly by board members rather than full-time staff. Governance is led by Representative Director Uchiyama Daishi (内山大志, appointed December 2024), Vice Representative Director Takatsu Tamae, with Prof. Watanabe Tatsuya of Tokyo Keizai University serving as advisor and survey lead.

The organization's go-to-market is community-led and certification-driven: it recruits municipalities and universities through advocacy aligned with SDGs and ethical consumption, processes formal certification applications through a dedicated committee, hosts national forums and online exchange sessions for knowledge sharing among certified entities, and co-organizes events with partners including NPO Fairtrade Label Japan (FLJ), JICA, and certified cities. The customer base spans local governments, universities, schools, individual supporters, and corporate sponsors. FTFJ's technology footprint is minimal: a WordPress website serves as the central hub for information, application materials, and supporter registration, complemented by a Facebook page and email-based inquiry handling. The organization participates in international benchmarking (e.g., a 2025 study trip to France examining Commerce Équitable France and France's 2021 Climate Resilience Law mandating 10% fair trade in public procurement) to inform potential policy advocacy expansion in Japan.

Name

Fair Trade Forum Japan

Legal name

Fair Trade Forum Japan (日本フェアトレード・フォーラム)

Website

https://fairtrade-forum-japan.org

Company type

Private

Founded year

2011

Operating status

Operating

Short description

Fair Trade Forum Japan (FTFJ) is a Tokyo-based non-profit founded in 2011 that serves as the exclusive Japanese certification body for Fair Trade Towns, Universities, and Schools, serving municipalities, higher education institutions, and K-12 schools across Japan.

Ownership category

akta.pro rank

Product category

Fair Trade Certification Services

NAICS

Business Associations (813910)

akta.pro primary industry

Fair Trade & Ethical Supply Chains (Certification, Traceability, Producer Support) (BPAGALAL)

akta.pro secondary industries

Fair Trade & Ethical Sourcing Certification Services (AFALAMAD), Inclusive Trade (Gender, Youth, Marginalized Groups) (BPADAMAM)

Keywords

• Fair trade certification
• Community advocacy
• Ethical consumption
• Sustainability education
• Nonprofit certification

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Membership Fees: FTFJ collects membership fees from individual and corporate members to support its non-profit certification and advocacy operations. Various membership tiers exist for individuals, students, and organizations.
2. Donations and Supporter Contributions: The organization runs a Supporter System (サッカーポーター制度) offering monthly plans (¥500–¥50,000) and annual plans (¥3,000–¥100,000), as well as one-time donations, to fund its activities. Student supporters pay ¥300/month or ¥3,000/year. All donations support the non-profit mission of expanding Fair Trade Towns and Universities in Japan.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Fair Trade Forum Japan (FTFJ) is a Tokyo-based general incorporated association established in 2011 that serves as the Japanese affiliate for the international Fair Trade Town campaign. It certifies Japanese municipalities as Fair Trade Towns, accredits universities as Fair Trade Universities, and registers schools engaged in fair trade education. The organization also publishes a national consumption awareness survey, dispatches speakers, and runs public-facing events to promote ethical consumption.

Product overview

Fair Trade Forum Japan (FTFJ) is a non-profit organization that operates certification and registration programs rather than a technology product platform. The core offerings include: (1) the Fair Trade Town Certification Program for municipalities, (2) the Fair Trade University Certification Program for higher education institutions, (3) the Fair Trade School Registration System for high schools and vocational schools, (4) Public Awareness and Education Initiatives through lectures and outreach, and (5) Information Dissemination services. These programs work together to promote fair trade principles across Japanese communities, with cities and universities achieving certification demonstrating comprehensive, whole-of-community commitment to fair trade practices.

Differentiator

Problem solved

Functional benefit

Products and services

• Fair Trade Town Certification Program Certification program that designates Japanese municipalities as Fair Trade Towns upon satisfying the five international criteria (council support, local activity, ethical products in stores/schools/council offices, awareness-raising, and ongoing commitment). Designed for local governments seeking to formalize their commitment to fair trade.
• Fair Trade University Certification Program Certification program that recognizes Japanese universities meeting international Fair Trade University standards, including fair trade product usage on campus and integration of fair trade into curricula and operations.
• Fair Trade School Registration System Registration system that acknowledges Japanese schools (primary and secondary) conducting fair trade education, awareness activities, or supporting fair trade producers.
• Speaker Dispatch Program Service that sends FTFJ staff and affiliated speakers to schools, universities, and community events to deliver talks on fair trade, ethical consumption, and related sustainability topics.
• National Fair Trade Awareness Survey Annual nationwide survey of Japanese consumers measuring awareness, perception, and behavioral practice of fair trade, published as a report and used for policy advocacy and education.

Quantifiable outcome

• 57.0% awareness, 42.2% recognition, 15.2% purchase rate among general Japanese consumers (2026 survey, highest ever recorded)
• +3 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core, major and minor.

• Fair Trade Towns International (FTI)coreStrategic or Co-development Partner · 1 January 2011FTFJ is a member of Fair Trade Towns International, the global network coordinating Fair Trade Town and Fair Trade University certifications across approximately 30 countries. FTFJ serves as the exclusive Japanese representative, participating in annual National Coordinator meetings and international conferences, and receiving authorization to administer the certification program in Japan.
• World Fair Trade Organization (WFTO)coreStrategic or Co-development PartnerThe WFTO is one of two global fair trade networks that co-published the International Fair Trade Charter in 2018. FTFJ aligns its standards and advocacy messaging with WFTO's 10 Principles of Fair Trade and participates in its global initiatives.
• Fairtrade International (FI / FLO)coreStrategic or Co-development PartnerFairtrade International (formerly FLO) is one of the two global fair trade networks that co-published the International Fair Trade Charter in 2018. FTFJ references FI's labeling system and standards as part of its broader fair trade advocacy framework.
• JICA (Japan International Cooperation Agency)majorStrategic or Co-development PartnerJICA cooperates with FTFJ as a co-host of the Fair Trade National Forum 2025 in Nagoya. JICA's中部 (Chubu) center collaborated on the forum's programming, including a session on 'International Development and Fair Trade.' JICA's field expertise in developing countries connects to fair trade's producer-support mission.
• NPO Fairtrade Label Japan (FLJ)majorStrategic or Co-development PartnerFLJ is the primary fair trade certification label organization in Japan, issuing the FLO (Fairtrade) certification mark on products. FTFJ and FLJ co-organize the annual Fair Trade Month (May) campaign, the Million Action Campaign, and Fair Trade Town/University online exchange sessions. FLJ is a regular co-host of FTFJ's national forums.
• Commerce Équitable FranceminorStrategic or Co-development PartnerFollowing the 18th International Fair Trade Towns Conference in Edinburgh, FTFJ's representatives visited Commerce Équitable France — the French counterpart to FTFJ — to study France's policy integration of fair trade, including its 2021 Climate Resilience Law mandating 10% fair trade procurement in public sector purchasing.
• Artisans du MondeminorStrategic or Co-development PartnerDuring the 2025 France study trip, FTFJ visited Artisans du Monde, one of France's oldest and largest fair trade product manufacturers and distributors. This longstanding organization serves as a model for producer partnership and ethical supply chain operations.
• Aichi UniversityminorGTM or Marketing PartnerAichi University co-sponsored the Fair Trade National Forum 2025 in Nagoya as part of the event's multi-stakeholder organizing structure. University students and organizations participated in symposium sessions.
• Saitoh Coffee Co., Ltd.minorGTM or Marketing PartnerSaitoh Coffee provided complimentary fair trade coffee to Fair Trade National Forum 2025 attendees, demonstrating corporate sponsorship of the fair trade movement and product integration at FTFJ-organized events.
• Super Delivery (スーパーデリバリー)minorChannel Partner/ Reseller/ DistributorSuper Delivery, a B2B wholesale marketplace operated by ANYTIMEMdN Co., Ltd., partners with FTFJ to promote fair trade product sourcing among Japanese businesses. FTFJ recommends Super Delivery as a sourcing channel for businesses looking to stock fair trade products, with free registration (Free Plan) available.
• Fair Trade Town Certified Municipalities (8 cities)coreOthersFTFJ maintains ongoing certification and renewal relationships with 8 certified Fair Trade Towns: Kumamoto, Nagoya, Zushi, Hamamatsu, Sapporo, Inabe, Kamakura, and Obu. These municipalities work with FTFJ on certification, renewal, event co-organization, and knowledge sharing.
• Fair Trade University Certified Institutions (8 universities)coreOthersFTFJ maintains ongoing certification and renewal relationships with 8 certified Fair Trade Universities. Certified universities actively participate in FTFJ's national forums, online exchanges, and regional events, and contribute to cross-institutional collaboration and best practice sharing.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Artisans du Monde: One of France's oldest and largest fair trade product manufacturers and distributors; FTFJ leadership visited in 2025 as a model for producer partnership and ethical supply chain operations. Comparable as a fair trade retail/distribution organization with established scale in a foreign market.
• Japan Ethical Consumption Promotion Council: Japanese council tracking ethical consumption market data including the ¥400 billion fair trade market figure cited by FTFJ. Comparable as a domestic ethics/sustainability advocacy and research body operating in Japan.

Broad incumbents

• Fairtrade International: Global fair trade labeling body (formerly FLO) and co-publisher of the International Fair Trade Charter. Operates producer certification, consumer labeling, and advocacy worldwide; FTFJ references FI standards as part of its broader advocacy framework.
• Ethical Trading Initiative (ETI): UK-based alliance of companies, trade unions, and NGOs promoting ethical supply chain practices. Comparable in mission to advance ethical trade standards and certification; operates with broader corporate membership structure than FTFJ.
• World Fair Trade Organization (WFTO): One of two global fair trade networks (alongside Fairtrade International) that co-published the 2018 International Fair Trade Charter. FTFJ aligns with WFTO's 10 Principles of Fair Trade; WFTO is the broader umbrella organization with global reach.

Direct peers

• Commerce Équitable France: French national fair trade platform coordinating fair trade towns, advocacy, and policy in France. Direct functional equivalent to FTFJ; FTFJ's leadership studied its model in 2025 following France's Climate Resilience Law integrating fair trade into public procurement.
• Fair Trade Towns International: Global coordinating body of the Fair Trade Town movement spanning ~30 countries and 2,208 cities. FTFJ is the exclusive Japanese national coordinator and member; FTI sets the international standards FTFJ administers locally.
• Fair Trade Germany (TransFair): German fair trade labeling initiative promoting fair trade in Germany through campaigns, certification, and advocacy. Comparable in mission and structure to FTFJ as a national fair trade promotion organization within the global network.
• NPO Fairtrade Label Japan (FLJ): Japan's primary fair trade product certification label organization issuing the FAIRTRADE mark. FTFJ and FLJ co-organize Fair Trade Month, the Million Action Campaign, and National Forums, making FLJ the closest domestic peer in the Japanese fair trade ecosystem.

Others

• Japan Fair Trade Association (公正取引協会): Japanese body focused on competition law and fair trade in the antitrust sense (distinct from ethical fair trade). Adjacent due to overlapping terminology; relevant for understanding the broader 'fair trade' landscape in Japan where ethical fair trade has lower public awareness.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/fairtradeforumjapan

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Fair Trade Forum Japan