Japan: Tokyo Steel launches "ENSO" green steel brand for Europe

Japanese steelmaker, Tokyo Steel, led by President Nobuaki Nara, has launched its new green steel brand "ENSO" for the European market. Partnering with British steel trader Stemco, Tokyo Steel aims to capitalise on the rising demand for eco-friendly steel. The ENSO brand launch is part of their strategy to double European steel exports. Additionally, the company is developing ground breaking ultra-low CO2 steel products made entirely with renewable energy, set for release later in 2024.

Increase in demand of EAF route product

The company began exporting hot coils and thick plates to the EU and UK in 2019. The global push for carbon neutrality is driving demand for electric arc furnace (EAF) steel, a more sustainable alternative. This trend is further amplified by the recent disruption to Europe's steel supply chain due to the war in Ukraine. The company has capitalised on this shift, currently exporting up to 40,000 tonnes (t) of steel products per month.

ENSO

This brand launch marks a shift towards highlighting company's commitment to sustainability. The steel is produced in electric furnaces, minimising CO2 emissions. By focusing on Europe and partnering exclusively with Stemco, a trusted collaborator, it ensures a targeted market launch. As demand grows, company plans to expand its offerings to include pickling and plated coils.

Brand symbolising

The ENSO brand name draws inspiration from Zen calligraphy, representing a circle drawn with a single brushstroke. It embodies concepts of eternity, infinity, harmony, and the cyclical nature of life, reflecting Tokyo Steel's commitment to a circular economy through its products. The brand's logo, a circle transitioning from gray to green, symbolises the evolution from traditional high-emission blast furnace steel to green steel production.

Significantly reduced emissions

This brand is revolutionising steel production by offering significantly lower CO2 emissions compared to traditional European blast furnace methods. Based on Environmental Product Declaration (EPD) standards, hot coils can achieve a one-third reduction, and thick plates can achieve a one-fifth reduction in CO2 emissions per tonne.

Dedicated European website and catalogue

To better serve customers in Europe and promote these eco-friendly capabilities, a dedicated website and catalogue will be launched. This will make it easier for European companies to access information and specifications about the brand's low-CO2 steel products.

Emphasis on sustainability and reduced emissions

Hisataka Sakai, Executive Officer of the Overseas Sales Department at Stemco, highlights the company's commitment to sustainability and CO2 reduction with the launch of a new brand specifically for the European market.

"We've been steadily exporting low-CO2 steel to Europe, where customers recognise its superiority," says Sakai. "This new brand further emphasises our dedication to a circular economy and CO2 reduction efforts.

Meeting European demand and regulations

A spokesperson for Stemco Group pointed out the rising demand for low-CO2 steel across various European industries. With the implementation of the Carbon Border Adjustment Mechanism (CBAM) on the horizon, Stemco's new brand positions them strategically. The brand ensures customers access to steel that adheres to all EU import regulations and contributes to cleaner supply chains.

Stemco is dedicated to ongoing technological advancements and maximising the use of renewable energy sources. Their goal is to continuously reduce CO2 emissions and strive towards near-zero CO2 steel production. This commitment aligns with the growing emphasis on sustainability within the European market.

Note: This article has been written in accordance with an article exchange agreement between Japan Metal Daily and BigMint.