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DeNA Creating a Closed-loop Society – Beginning with bidders

DeNA was first launched in 1999. It started off with the bidders services that embodied DeNA’s commitment to help build a closed-loop society through recycling and reusing. It’s a commitment that lay at the very core of its corporate mission. From day one we have been driven by a zeal to bring recycling and reusing closer to home for everyone with our unique services.
Mobaoku, our auction service for mobile phone users launched in 2004, has won the hearts of countless users mainly in their teens and twenties. In this age of extreme mass consumption it often turns out that one person's trash is another's treasure. The Mobaoku service puts realizing a closed-loop society in the palm of our hand. Without giving it a second thought people can make the leap from a “throw-away society” to a more sustainable “stow-away” society with the simple touch of a finger.
Now everyone can have their cake and eat it too with consumer services that come with the added bonus of making the world a better place. This has been our idea of corporate social responsibility since we started.

■ dengen for Ethiopia

Runners participating in the Himatsuri Road Race on Sunday, August 24, 2008 at Fuji Hokuriku Park in Yamanashi Prefecture were asked to donate no longer needed T-shirts and shoes to runners in Ethiopia.

■ dengen Flea Market Vol.2

It was fun in the sun at this beach themed second dengen flea market held on Saturday, October 6, 2007 in the Kamakura Prince Hotel’s Shichirigahama Beach parking lot. The event gave people the opportunity to exchange unwanted T-shirts for ecobags. Event participants also worked with the Shichirigahama Clean Community to help clean up the beach.

■ dengen Kids Kart School

Recycling and reusing shifted into high gear during the dengen Kids Kart School on Saturday, September 15, 2007 at the Reon Circuit in Tsukuba City, Ibaraki Prefecture. The event featured renowned race car driver Hideki Noda. Noda has endorsed DeNA’s CSR activities as a fun way to pass on the “green torch” to the next generation while giving children the opportunity to discover their full potential via go kart racing.

■ dengen Flea Market 2007

dengen Flea Market “Re-festa” Sponsored by DeNA + IID
They say one person’s trash is another’s treasure. Nowhere was that more evident than at the Re-festa flea market held at the Ikejiri Institute of Design (IID) on Sunday, April 29, 2007. Held as part of the Institute’s nature discovery event, Green Day Vol. 4, Re-festa gave people the opportunity to recycle, reuse and recover some surprising treasures. Re-festa enabled participants to discover that doing a little something good for your body and soul could benefit the environment as well. Part of the event’s proceeds were donated to the C. W. Nicol Afan Woodland Trust.

■ dengen2006

A charity event, Mobaoku Presents dengen2006 Premium Auction & Special Live Concert, was held on Sunday, October 8, 2006 at SHIBUYA-AX. The event featured a charity auction via Mobaoku, DeNA’s mobile phone auction site. All proceeds were donated to A SEED Japan (Action for Solidarity, Equality, and Environment and Development) for its Gomi Zero Navigation project.

■ dengen2005

DeNA's dengen2005 was held at the Tokyo National Museum featuring works of Tokyo based fashion designers incorporating recycled “koinobori” carp streamers. The designers’ creations were auctioned and the event’s proceeds were donated to the World Wide Fund for Nature Japan (WWF Japan). The donation was used to fund WWF Japan’s six areas of work including forest, freshwater ecosystem, marine, wildlife, climate change and toxic chemical environmental activities.

■ Common Threads Japan 2004

Neo Japanism was the theme of Common Threads Japan 2004 where refashioned antique kimonos were auctioned off through DeNA’s bidders and Pocket bidders services after being presented at a fashion show at Kanda Myoujin (a Shinto shrine in Tokyo). The proceeds from this event were donated to the Association for Aid and Relief, Japan and used for removing 139 land mines and 459 unexploded bombs in Afghanistan.