Global apparel retailer Uniqlo launched its marine environmental protection project and sustainability campaign "JOIN: THE POWER OF CLOTHING" on the Chinese mainland on Aug. 5. The campaign includes new products featuring the iconic Japanese manga character Doraemon.

Doraemon was appointed Uniqlo's Global Sustainability Ambassador in March 2021. Japanese manga artist Fujiko F. Fujio created the beloved cat-like robot over 50 years ago.

Uniqlo swapped Doraemon's iconic blue color for green and named him "Doraemon Sustainability Mode" for the campaign. According to the company, the green makeover underscores the company's determination to accelerate sustainability efforts. Uniqlo explained that the special version of Doraemon would present the brand's sustainability initiatives in fun and easily understandable ways. 

"Doraemon Sustainability Mode" products are already available in Uniqlo stores worldwide and online.

On Friday, Uniqlo released a plush toy, tote bag, and t-shirts featuring the bright green Doraemon character in China at 10 a.m. The plush toys sold out on Uniqlo's online stores within minutes. The physical flagship stores in Shanghai and Beijing will also sell these products.

The products were made from 100% recycled polyester fibers. For the campaign and featured product sales, Uniqlo also pledged to donate 1 million yuan to the China Environmental Protection Foundation (CEPF) for the cause of China's marine environmental protection.

In Sept. 2022, Uniqlo will likely join hands with the CEPF to carry out a marine environmental protection campaign to clean up beach garbage. The company hopes to attract young people to participate in sustainable development actions and bring ecological practices into daily life.

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