Marutomi Tissue: Providing the Most Exclusive and Comfortable Paper

Could you give us a quick introduction to Marutomi Tissue? What are your company’s key competencies and what sets you apart from your competition?

As a manufacturer, it is very important that we make something different from our competitors in the industry. Toilet paper is a worldwide commonly used item. However, only around 30% of the world’s population actually uses toilet paper in the bathroom. The other 70% use water or something instead of toilet paper. The global demand for paper, excluding toilet paper and tissues, is declining. This is due to the increase in the use of tablets and smartphones, which allow people to read articles and books electronically. The only section of the paper industry that is growing annually is toilet paper. One of the largest companies that manufacture tissue-making machines is PCMC from Green Bay, Wisconsin, in the USA. They make very good machinery. There was also an Italian company called Perini that was acquired by Valmet. They currently have a share of around 90% of the machinery for making bathroom tissues. Many Japanese tissue-making companies use the latest Italian machinery. Other companies in China and the US also use their machinery.

When it comes to toilet paper, the way it is made is always the same. It requires a core to wind the very thin paper onto. You then determine how long the roll will be and cut it according to the size you require. It is, therefore, very difficult for us to emphasize how good our paper is as all toilet paper is made using the same types of machinery. The methods are easy to copy. This is something that we have struggled with for many years.

The core itself is not part of the paper and therefore is not needed. We decided to remove the core and increase the length of the paper that we offer. The maximum length of our paper was around 180 m. To go beyond this, we conducted a lot of research and spent around a year and a half developing a machine that could wind more than 300 m within almost the same size. At the same time, there is no core. We applied for a patent about three years ago and last year, the patent was approved. 

Does this paper use CNF?

Yes, it does. The CNF is also patented. The majority of our consumers are ladies. They use about 80% of all toilet paper. Some of the most famous theme parks in Japan are also very good customers of ours. What we are trying to do is reduce the amount of plastic wrapping that is used for our paper. As I mentioned earlier, the core is trash so it is not needed. Big companies make the core paperboard by themselves. However, we did not make our own core and had to purchase paperboard. We decided that we did not need the core, and what we developed was unique. 

When it comes to manufacturing long rolls of tissue paper, when they are wound the paper is thinner and harder than products made on regular core lines and this affects the overall feel and quality of the toilet paper. When you were developing the machine to create rolls of over 200 m or 300 m, how were you able to overcome this quality challenge in the development phase?

You can make the tissue as thin as possible. However, the paper has to be strong enough. You can see how thin it is and how strong it feels. It has no core and you can use it to the end, which means that there is no trash. It also requires less plastic than the same amount of paper in a set of 12 rolls. Normally, a roll is 50 m in length. Our rolls are 300 m. We use 85% less plastic than conventional rolls. Also, a set of 12 rolls uses 60 g of paper cores. However, our rolls do not use paper cores.  In Japan, around JPY 10 billion is spent to make paper cores. Worldwide, this amounts to around USD 1 billion. It is a big waste of money.

Super Long tissue paper rolls

Our products can reduce a lot of plastic while at the same time reducing the amount of money that is spent on paper cores, which are then thrown into the trash. This is due to the patented technology that we developed. However, it has been difficult to catch up with the orders that we have received. We know how good this product is as NHK showed it in January of this year. Domestically, there is a very high demand, and we have also started to export. We are currently trying to catch up with the orders. However, we can only increase a certain amount of the volume per year. It is not an easy product to mass produce. My dream is to make a revolution in toilet paper. I believe that we can do so with our products and technologies. 

How much more expensive is it for the consumer to buy your toilet paper when compared to conventional toilet rolls?

It is slightly more expensive. You can also purchase our products on Matsukiyo and Amazon. We use 70% less cardboard than conventional toilet paper packaging. When it comes to load capacity and trucking, we can increase our loads by 300% by fitting three times more packages into one truck. This also helps to reduce CO2 emissions by 70%. You can also save a lot of space in stock warehouses. 

For consumers, a regular family of four people, for example, usually uses 16 toilet paper rolls per month, each 50 m in length. By using our products, you can reduce this to three rolls per month, which is more convenient for the consumers. Our products are also good for stockpiling in case of emergencies. 

There are many popular types of toilet paper such as 2-ply, 3-ply, and 4-ply. In Europe, they have 5-ply and 6-ply. Japanese consumers usually prefer single-ply toilet paper as you can fold it to get as many layers as you want. It is a matter of personal preference. Once consumers purchase a specific product, it is difficult for them to change their preferences. We have been receiving many inquiries for our products. However, as I mentioned, there is only a limited amount of products that we can supply right now. 

Toilet Paper Production Line

Many large office buildings near Tokyo Station also use 300m rolls of recycled paper toilet paper. The two main types of pulp are virgin pulp and recycled pulp. We are seeing our products becoming more and more popular and spreading to lots of different places in Japan. We have a large product lineup to cater to the needs of our customers.  

Your company offers a wide variety of products and brands. For example, you have two versions of Hanataba toilet paper. You mentioned earlier that you have started to export overseas. Is there a particular focus on any countries or regions in which you would like to promote your products?

We are planning to join the two versions of Hanataba together under the Marutomi brand. Our plan is to use 2-ply toilet paper for exporting. We have researched different toilet paper rolls from around the world and found that none are as long as our products. We would like to export our products to Europe and the US. They are not capable of producing these types of products as the machine we use is not made by a single dominant machining company. Still, rather it is made by a very small Japanese machining company here in Fuji. We collaborated with them and it only took three people to make the machine. We provided all the help that they required. It is a very unique piece of machinery that is quite difficult to make. 

I believe that our company has a good chance to make something different for the world of toilet paper. Other manufacturers will see what we are making or distributing and want to follow suit whether that be removing the core or reducing the use of plastic for example. The government will also see what we are doing and the media will feature our products. 

You mentioned that the US and Europe are target areas but unique markets. Are you also looking to partner with local companies in those regions to better understand the market and help promote your products?

We are interested in cooperating with foreign companies, big and small, to help market our products. Our products have a lot of potential to be marketed to the world as no one else can produce what we can.

Outside of Japan, whenever somebody wants to buy a product, they look at the price first before considering the product. How will you ensure that customers in overseas regions choose your toilet paper? How will you communicate your added value to them?

Each customer has their own preferences. It is important to let the customers try our products to see if they like them. The demand for toilet paper has been increasing despite the price having gone up and many drugstores and other small stores sell it. Removing the core and reducing the plastic has also been helpful to housewives as there is less trash. We have many nice products that are soft. However, they do not last long as they are 50 m in length. It is up to the consumers to choose the best product that fits their needs. 

It was interesting to hear you mention how the Japanese market prefers 1-ply toilet paper and that if they want to change, they simply fold the paper. We know that Southeast Asia also has a preference for 1-ply toilet paper. However, if you go to Europe, the US, or Australia, they prefer 2-ply and 3-ply, and 1-ply is seen as very cheap and low in quality. How will you overcome that perception?

I would encourage people in Europe, the US, and Australia to try our products as I believe that once they try them, they will be attracted to them. We have a very good opportunity to sell in the US.

We have exported 4-ply toilet paper to China. The 4-ply toilet paper is very thick. You cannot flush Chinese toilet paper; it must be thrown in the trash. The reason for this is that the toilet paper they make does not dissolve in water. However, Japanese toilet paper dissolves in water. 

In addition to the toilet paper-making machine that you have developed, we also know that you have been working heavily with CNF. When we interviewed the president of Daio Paper, we saw that they had different applications for their CNF. For example, it was used in cars and table tennis rackets amongst many others. What are the main applications for your CNF?

The development of CNF began around 20 years ago in Japan and was led by Tokyo and Kyoto Universities This was followed by the paper manufacturers ten years later. We entered this field about 5 or 6 years ago and were somewhat of a latecomer to the industry. We made CNF by using the remaining pulp that could not be used in the toilet paper. It is more of an upcycling process that we do using the material that is often discarded.
 
We use CNF for our toilet paper products. For example, our toilet paper rolls were heavy and hard, which squashed the center part due to the weight of the paper. Before, we used water to make glue. We replaced the water with CNF, and this has increased the hardness by 40%. We would not have been able to remove the core from our products if we had not made the center firm.

The CNF being researched and developed at Marutomi Paper Lab

While it is not the case here in Japan, in other countries, toilets can be quite dirty. When it comes to toilet paper, what type of hygienic solutions does your company provide? Do you have any antibacterial on the toilet paper itself?

Our philosophy is not to add any chemicals to our toilet paper as it touches the sensitive parts of ladies. It is better if the toilet paper is chemical-free. We try to use as many natural materials as possible.

You just mentioned that you use your CNF for the cores of your toilet paper to provide it with structural integrity. Does the Fuji-MF have any other applications that you are envisioning?

We are currently trying to find the best applications for it. Its uniqueness is that when pulp fiber is mixed with water, the fibers deposit due to gravity. However, once it is made into a CNF mixture, it stays the same. While I cannot disclose what we are doing now, I can tell you that we have a big plan in place. We are working together with two major Japanese companies, and when the project is completed in one year to 18 months, we are confident that we will be able to achieve the number-one production of CNF in Japan.
  
We receive a lot of support from Fuji City and Shizuoka Prefecture. Fuji City is widely known for its papercraft and paper manufacturing. However, this has been in decline, so we are using the subsidies that we receive to strengthen our capabilities and revitalize the area. 

We know that your main market is the domestic Japanese market, which is shrinking every year due to Japan’s population decline. By 2050, the population is expected to fall below 100 million people. How are you overcoming this major challenge? What solutions and strategies are you employing?

One of the main solutions is to increase our exports. People around the world require toilet paper, and we can offer toilet paper with unique characteristics, such as our products being coreless. That is something the world should have, so there is a big opportunity for us to expand the sale of our products overseas. Around 30% of all of our products are now coreless, and this figure is increasing. Exporting our products will be key to surviving in this industry. 

Earlier you mentioned that around 30% of the world’s population uses toilet paper and 70% does not. As an expert in the manufacturing of paper, is it healthier or better to use paper or water?

The global demand for toilet paper is growing. People who use water or other alternatives tend to live a below-average lifestyle. However, as the economy grows in these countries, the people there are more likely to purchase toilet paper. Many large toilet paper companies are investing in these areas that currently do not use toilet paper. It is a very big opportunity, and we see a lot of potential in those areas. 

You also offer kitchen paper. Are you looking to expand to other types of paper besides toilet paper?

We are interested in expanding our production of kitchen paper. However, our main focus is toilet paper.

Are you interested in expanding to the field of industrial paper?

Yes, we are interested in that, and we plan to use our coreless paper in those areas.

We know that you have been exporting your products over the last few years. However, you do not have any overseas bases. Given Japan's demographic decline, do you plan to establish an overseas production base, or are you interested in opening any sales or logistics bases overseas?

We want to continue making our toilet paper here in Japan rather than opening production bases overseas. However, we are interested in opening sales and logistics bases overseas.

Which region or country do you see as having the most growth potential?

We would first like to expand in Asia. We believe Singapore has the most growth potential.

Your company has a very long history, dating back to its establishment in 1955. First, what midterm and long-term strategies do you have for the company? Second, as the president of this firm, what message would you like to convey to our readers?

It doesn't matter who the president is or what kind of facilities we use. Our focus is on the toilet paper products that we make. We want our toilet paper to be comfortable, easy to use, and highly functional. These are the factors that draw the attention of the consumers. It is important that we continuously differentiate our products from other companies and continue to be at the forefront so that we can cater to the specific needs of our customers. We must be able to adapt to the demands of the locality. To do this, it is important to focus on the strengths that we have such as our flagship product the Super Long toilet paper. Our mission is to spread this product across the globe. As we discussed earlier, our products are environmentally friendly as they are coreless and use less plastic than conventional products. These types of environmentally-friendly products need to penetrate throughout the world.  We want to promote our products strongly and spread them across the globe.

How would you like your company and your products to be seen in the eyes of the global market?

The 70 years of our company’s history have been full of innovations. For example, we were the very first company in Japan to recycle milk cartons into toilet paper, the first to develop 2-ply toilet paper, and the first to add a cutting line to the toilet paper. Also, as discussed earlier, we were the first in Japan to develop coreless toilet paper more than 40 years ago. It is important to remain at the forefront of these innovations and continue to understand and cater to the needs of our customers. This social contribution is part of our strategy. We want our social contributions and business operations to be the two synergetic pillars of our business so that we can continue to grow and evolve in the future. 

As I mentioned earlier, Italian toilet paper machinery has been the dominant machinery used in the industry. This means that toilet paper across the globe is cored. However, it is important to understand the local needs of the consumers thoroughly. For example, in China, 4-ply thick color-added paper is preferred. Being responsive to the specific needs and the fine details is key for our future growth.

The strength that we have compared to major paper making companies is that we have been evolving through M&As of smaller SMEs across Shizuoka Prefecture. We emerged in Imaizumi and have now acquired many of the smaller papermaking factories and machinery in the east of Shizuoka. With that, we can now produce a wide variety of products and provide them in smaller lots. This diversified production is another characteristic of our company. The major companies would not have been able to achieve our 250 m Super Long role. We had to determine which of our extensive variations of machinery would be the best to use. We also had to choose the best material to use as well as the correct thickness and best pressure to apply. We were able to achieve our goal thanks to the accumulated experience of the SMEs that we acquired.  

We also have other advantages. For example, SMEs usually focus solely on recycled paper. However, we use both virgin pulp and recycled pulp. This is one of the advantages that we have. Another uniqueness of our company is that we have a pulp line that can make CNF out of recycled pulp that we are not able to use for toilet paper production. Recycled pulp often contains ink and other impurities that need to be removed. However, we were able to overcome this issue using our technology and convert the recycled pulp into CNF.

For more information, visit their website at: https://marutomi-tissue.com/