It has been reported that 80% of the litter drifting into Toyama Bay is generated on land and discharged into the sea through rivers, etc. Toyama City signed an agreement with the Nippon Foundation in 2019 on actions to combat marine litter, with the aim of creating a model for marine litter countermeasures at the local level.

The marine litter countermeasure joint project with the Nippon Foundation has three pillars: ‘research and analysis’, to install oil fences (boom) on rivers flowing through residential areas in the city and ascertain the actual situation of plastic litter flowing from land areas into the sea; ‘education and awareness-raising’, to display large banner flags for awareness-raising at Toyama Station and wrapping of a tram, and holding special classes for primary school students to learn about the marine plastic litter issue; ‘action and implementation’, activities of litter pick-ups on beaches in cooperation with local companies, NPOs, and local professional sports teams, and fashion shows using recycled materials in collaboration with shopping malls in the city. In addition, in October 2023, events on marine litter were held at various locations upstream and downstream of the river, and opportunities were created for primary schools in mountain areas and on the plains to interact, with efforts being made throughout the region from upstream to downstream.

Toyama City is looking to horizontally expand its unique model to other local governments across the country, and even to the world.