Q: Firstly, can you tell us about your career so far and the main energy-efficient design initiatives?

I joined Sony as a new graduate and was initially responsible for designing television products. I designed electrical components such as circuit boards and audio parts. Since Sony has launched its long-term environmental plan “Road to Zero,” I have been working on energy-efficient designs. For each year’s product development, we decide on an upper limit on power consumption and set detailed consumption targets for each model, ensuring we make steady progress in becoming more energy efficient. We aim to reduce power consumption gradually and reduce Scope 3 emissions across the Sony Group by 25% by FY2030.
Previously, I focused on quality, but now I have a perspective that requires both quality and environmental considerations, and because my role is essential to product design, I find my work rewarding.

Q: What are you conscious of in your work?

My mindset as an engineer is to deliver high-quality products to our customers. I strive to put effort into the brightness and size of our screens, however this focus may lead to less emphasis on energy efficiency. Therefore, I adjust my goals and implement creative measures to reduce power consumption while respecting the aspects I prioritize as an engineer. I was also involved in development as a designer of television units, so I understand what kind of measures need to be taken to minimize power consumption. Setting clear targets also motivates the television unit design team, and I aim to collaborate to achieve both high quality and energy efficiency.

Q: What actions are you taking to achieve your target?

To reduce the power consumption of televisions, it is essential to reduce the power used by the backlight, that is, the screen. However, since we do not wish to compromise on the screen brightness, televisions such as the BRAVIA™ are equipped with a feature that adjusts the brightness of the screen depending on the scene, thereby reducing power consumption while still providing sharp and realistic images.
Additionally, we have utilized mini LEDs for the backlight to maintain the brightness and minimize power consumption. We have also made efforts to meet the energy-saving needs of our customers by installing modes that reduce power consumption.

Q: What do you feel Sony's strengths are in terms of energy-efficient designs?

We have developed an understanding of what is key to operating products with low electric power, and we reflect this know-how into developing the latest products. I think Sony is uniquely positioned to deliver energy-efficient solutions, given its long history of designing televisions. For the technologies I mentioned earlier to maintain screen brightness and minimize power consumption, we also use technologies developed since the era of cathode ray tubes. When I consult with my design team to develop measures, they come back to me with a wide range of ideas. This lineup of technologies at our disposal is reassuring when it comes to producing an environmentally conscious product.

Q: What do you see as your challenge right now?

It is to install energy-saving features in a wider range of models. By overcoming challenges such as cost, we aim to expand the lineup of products equipped with these technologies, making it easier for our customers to select televisions with a lower environmental footprint. It is only when products are used by consumers that their energy efficiency is truly demonstrated. With awareness of environmental issues increasing in recent years, my aim is to further promote the fact that Sony's televisions consume less power and to establish them as the preferred choice for customers seeking energy efficiency.

Q: What is your motivation in terms of this challenge?

As an engineer, there is nothing that compares to the joy of seeing a product release into the market. Currently in Europe, products are ranked based on power consumption, and this attribute significantly influences how well the product is received. While I sometimes struggle to come up with measures to reduce power consumption, my efforts can improve how well the product is received, which motivates me to continue to work hard.

Q: What kind of products do you want to develop in the future?

Undoubtedly, stunning visuals and spectacular sound are the hallmarks of a great television, and I hope to develop products that continue to enhance these aspects while being environmentally conscious. Through trial and error, we are progressing towards achieving the target of “5% reduction in power consumption per product” outlined in medium-term environmental targets “Green Management 2025” (GM2025).
GM2030 demands more significant reductions in power consumption, and while I anticipate that we will need to develop newer technologies moving forward, I believe we can produce measures to achieve the targets by making continuous improvements.

Q: What kind of society do you think these initiatives will create?

I think we will have a society where people can watch their televisions with peace of mind. In contrast to the past, we now live in an era where people can enjoy beautiful visuals and audio on a large screen. If we can add energy conservation to this, they will be able to truly enjoy their televisions while achieving a reduction in their environmental footprint at the same time. Rather than refraining from watching TV out of an overemphasis on environmental concern, I believe the ability of consumers to fully immerse themselves in the content is of great value. Therefore, I want more people to understand the appeal of energy-efficient televisions. I am committed to continuously improving our televisions to achieve both higher quality and environmental consciousness to be able to meet increasing expectations.

Q: Firstly, can you tell us about your efforts?

As a manager in the Environment and Safety Department, I oversee environmental and safety management throughout SDT in Bangkadi, located on the outskirts of Bangkok. Each day, I engage in activities aimed at achieving Sony’s medium-term environmental targets, Green Management, while also ensuring compliance with the relevant laws and regulations. My primary objective at present is to achieve GM2030 as a milestone to Sony’s goal of zero environmental footprint. Our site at SDT, which focuses on semiconductor production, consumes significant amounts of energy, and thus, we face the pressing challenge of reducing our greenhouse gas emissions. To that end, we are managing and establishing multiple measures across the company, such as energy-saving projects, the introduction of renewable electricity into production processes, and the reduction of fuel consumption by company vehicles. Additionally, we are also promoting waste reduction as a crucial initiative to reduce our environmental impact.

Q: How did you develop an interest in the environment?

I have worked in the fields of environment, health and safety for approximately 20 years. I studied these subjects at university and have been involved in this domain throughout my career. I had a desire to leverage my expertise to make a significant difference, which is why I joined Sony. Sony’s businesses are based on the existence of a healthy global environment. We bear the responsibility to continue delivering joy to our customers without negatively impacting the environment. This mindset resonated with me. Furthermore, upon learning about Sony’s Road to Zero, the long-term environmental plan aimed at achieving a zero environmental footprint, my awareness of environmental issues was further heightened. The remarkable aspect of this role is that I can implement small, positive changes to improve our current environment while also establishing a foundation for the future. I am proud to be able to contribute to building the foundations that will enable the next generation to thrive while enjoying natural resources and a rich environment, and that is what motivates me in my work.

Q: What is the policy of your efforts to achieve GM2030?

We are undertaking initiatives aimed at achieving 100% renewable electricity, reusing water, reduction of chemicals and volatile substances that pose environmental concerns and minimizing waste. In addition to conserving energy, our plant has incorporated renewable electricity to minimize greenhouse gas emissions. We will enhance our water reuse rate and seek alternatives to chemicals to minimize their consumption. Furthermore, we thoroughly recycle waste generated from manufacturing and packaging, striving to minimize the amount of waste sent for final disposal. What is crucial is not merely establishing targets but embedding these efforts within our workplace. I believe that only when each employee addresses the same challenges and sustained collaboration between the workplace and management is maintained, can we achieve resource circulation and contribute to ensuring a sustainable global environment.

Q: So, you believe that it is important to commit and work towards the same goal?

The first step of environmental measures begins with everyone’s understanding and action. I believe that even if we introduce the latest energy conservation facilities and solar panels, if everyone does not share our environmental conservation mission and consistently take small actions, it will be difficult to continue delivering results.
The key to this is end-to-end communication from management through to our teams on the ground. In terms of reducing waste, we are building a framework in which the policy of environmental measures, such as operators being responsible for properly separating their own recyclables and waste, is understood by department managers and integrated into on-the-ground operations. Additionally, because a top-down approach has its limitations, it is vital to consistently take ownership of targets through regular six-month reviews and provide explanations to staff on the ground. That is why we share information throughout the company to deepen everyone’s understanding through educational content and discussions. We focus on continuously educating our employees from the moment when they join the company and on tackling the same challenges across the organization. I believe that this will form the foundation of resource circulation that can be sustained for many years to come.

Q: What activity are you most focused on at the moment?

I am continuing to work on reducing our greenhouse gas emissions in pursuit of achieving GM2030. The impact of global warming becomes more severe each year, with abnormal weather patterns and climate change directly affecting our lives. I am making every effort, before it’s too late, to reduce our greenhouse gas emissions so that we leave behind an environment that provides future generations with access to natural resources, free from the challenges we face today. CO₂ emissions generated by energy use in businesses primarily engaged in semiconductor production, such as SDT, constitute a significant percentage of overall emissions. Therefore, we implement thorough energy circulation by promoting the use of waste heat from air conditioning systems in semiconductor clean rooms and introducing highly energy-efficient equipment. We are striving to build a foundation for the future by implementing global warming countermeasures that begins with our employees on the ground.

Q: Are there any unique challenges to greenhouse gases?

The biggest challenge is achieving both an increase in production volumes and a reduction in greenhouse gas emissions. Semiconductors are essential for devices such as smartphones and automobiles, and their increasing demand tends to result in higher energy consumption during the manufacturing process. That is why it is extremely important to improve the efficiency of the production process. When formulating energy efficiency measures, we incorporate the knowledge of other sites by sharing information with the SSS Group (*2), to which SDT belongs.

For example, in efforts to expand facilities at the Nagasaki Technology Center in Japan, in recent years, it has deployed AI in certain areas of facility management to make it the most energy-efficient plant in the semiconductor industry. As a result, it has improved energy efficiency by approximately 30% compared to the level achieved in fiscal 2015. Meanwhile, at SDT, we increased our number of solar panels in 2024, and since fiscal 2021, we have intensified our efforts to operate entirely on renewable electricity. The sharing of these global initiatives inspires each company and site within the Sony Group. Our aim is not only to deepen knowledge at the management level but to align awareness across the frontline, top management, and the entire Group, establishing environmental efforts not merely as obligations but as part of a culture that its employees can take pride in.

• *2The Sony Semiconductor Solutions Group engages in all kinds of semiconductor device business based on imaging and sensing technologies. SDT is a member of this Group.

Q: Can you tell us about the growing scope of your efforts at SDT?

I am actively engaging in environmental activities in partnership with the local community. In Bangkadi, where our site is located, we educate local citizens and school children about energy reduction efforts and safety management as part of our CSR activities. Additionally, we contribute to the preservation of forest resources through tree planting initiatives in in upstream areas. Through the “One Blue Ocean Project”, we collect plastic waste from coastlines and mangrove forests to help sustain the marine ecosystem. These activities represent our commitment to passing on natural resources and environmental awareness to future generations while collaborating with the local community and sharing in the experience. By educating and implementing efforts in the community on a united front, we aim to create a sustainable future across the region, not just within the confines of our plant.

Q: What kind of society do you envision as a result of these activities?

Our vision is for a society that enables its people to enjoy a prosperous life within a healthy global environment. It is also a future where fulfilling our responsibility as a company to society and the planet is not viewed as something special but rather as a natural way of thinking. I believe that if our efforts scale, it will further increase the use of renewable electricity, reduce greenhouse gas emissions, and accelerate a movement in which businesses and communities join forces to preserve the planet for future generations. Creating a sustainable future requires not only technologies and systems but a sustained vision for the future in which society at large asks: ‘What kind of Earth do we want to pass on?’ I aim to make knowledge and expertise available to local communities by extending our efforts beyond Sony to help build a society where everyone has access to resources with peace of mind.