Sony holds a briefing on ESG (environmental, social and governance) at its booth during the 7th China International Import Expo held in Shanghai, Nov. 6, 2024. [Photo provided to China.org.cn]

At this year's China International Import Expo (CIIE), Sony has underscored its commitment to "empowering creativity and sustainability through technology." Marking its third appearance at this high-profile global event, the tech giant has highlighted the importance of China to its long-term strategy, showcasing cutting-edge innovations that not only inspire sustainability but also reflect a shared vision for a better future.

The CIIE is an annual trade exhibition that brings together leading enterprises from a vast array of industries, boosting international trade and high-quality economic development. Being held in Shanghai from Nov. 5-10, this year marks the seventh year that China has organized this expo. 

Takashi Yoshida, president of Sony China, emphasized the significance of the expo as a platform for Sony to present its latest technologies, deepen cooperation and stimulate innovation. "Sony's third participation in the CIIE not only reflects our long-term commitment to the Chinese market but also our firm belief in creating a better future together with China," Yoshida remarked on Wednesday at Sony's booth. 

In alignment with the Beautiful China initiative and its pursuit of green and low-carbon development, Sony has actively sought to integrate sustainable practices across all its operations in China. At the 7th CIIE, Sony has unveiled three major eco-friendly materials and a symbiotic agriculture technique, reinforcing its support for green industrial upgrades and encouraging eco-friendly consumer spending.

One of the featured materials is SORPLAS (sustainable oriented recycled plastic), a high flame-retardant plastic made from recycled buckets, discarded CDs and a proprietary Sony-developed flame-retardant. With a renewable material utilization rate of up to 99%, SORPLAS is both durable and aesthetically pleasing. It is already in use across Sony's product lines, including Bravia TVs, Alpha cameras and Xperia smartphones.

Another innovation at the exhibition is Triporous, a naturally derived porous carbon material made from rice husks. At its CIIE booth, Sony has on display items such as clothing and blankets that are produces using this Sony-developed material.

Sony is also showcasing OBM (original blended material), a durable, recyclable and multifunctional material. Widely used with packaging and manuals for Sony products, OBM is a testament to the tech giant's commitment to reducing its carbon footprint.

Sony releases the 19th edition of Sony China Sustainability Report 2024 at the 7th China International Import Expo held in Shanghai, Nov. 6, 2024. [Photo provided to China.org.cn]

On Wednesday at the exhibition, Sony launched the 19th edition of Sony China Sustainability Report 2024, with printed copies produced for the first time using OBM.

Recognizing China as one of the most significant and promising global markets for Sony, Sony China has committed to a strategy of localization to better serve Chinese consumers. Established in Oct. 1996, Sony China is working to build a comprehensive operation platform to support local product planning, design, R&D, production, sales and customer service, enabling Sony to deliver high-quality, innovative products tailored to the Chinese market.

To date, Sony has invested in three large-scale manufacturing facilities in China and has established engineering, design, R&D and software development centers in cities including Beijing, Shanghai and Shenzhen. These facilities not only support fundamental research but also allow Sony to customize products specifically to the needs and preferences of Chinese consumers.