Asahi Kasei celebrates 90th anniversary of Bemberg cupro fiber and launches rebranding

 Asahi Kasei is celebrating the 90th anniversary of its Bemberg cupro fiber business in 2021, and launching a rebranding to mark the occasion.

 Bemberg is the brand name of the world’s only cupro fiber, which is manufactured by Asahi Kasei in Nobeoka, Miyazaki Prefecture, Japan. With its beautiful luster and smooth silky texture together with functional properties of moisture absorption/release and feeling cool to the touch, it is used around the world in various applications such as linings, ethnic garments, outerwear, and innerwear. Being made from cotton linter, a by-product of cottonseed oil production, as well as being biodegradable and compostable for circularity, Bemberg is an environmentally friendly material.

 The Bemberg business has been advanced flexibly in accordance with social conditions and changing fashions. The history of Bemberg™ has been one of continually finding new applications and product developments in cooperation with partner companies sharing the same values throughout the process of procuring raw material, manufacturing raw yarn, processing yarn, weaving, knitting, and dyeing.

 In celebrating the 90th anniversary of its Bemberg business, Asahi Kasei is looking ahead to the next century by advancing efforts to improve the environment and provide solutions for society by implementing measures toward carbon neutrality by 2050, strengthening the traceability of raw materials, and developing technology to reduce the environmental burden across the entire supply chain. Although Bemberg is an uncommon material which accounts for only 0.02% of the world’s total fiber production, Asahi Kasei is pursuing value creation and sustainability together with its stakeholders as the only cupro fiber manufacturer.

 The current business environment is changing rapidly with the need to solve environmental issues on a global scale, efforts such as the SDGs to solve social challenges, and the heightening importance of value creation. In reconsideration of the brand value of Bemberg in this dramatically changing environment, the rebranding is performed so that Bemberg will continue to be loved by customers and provide value that suits the times.

 New tagline is to clearly convey the ideal and meaning of the Bemberg brand to customers, the brand is renewed with a new tagline of “Crafted Elegance.”

 Moving forward with Bemberg embodying “Crafted Elegance,” Asahi Kasei will pursue heightened value creation through technological innovation to improve the environment and provide solutions to social issues, leveraging the status of Bemberg as a one-of-a-kind material loved by customers.

 New Bemberg website is renewed to gain recognition among customers of the new tagline “Crafted Elegance” and its value. The new website will provide information that meets the needs of the times while refreshing the image of Bemberg through a renewed design and enriched content.