Asuene: Empowering Business Sustainability through Carbon Neutrality
Masaaki Hamada
Asuene is a Japanese climate-tech company focused on supporting businesses in achieving sustainability and carbon neutrality. It provides a carbon accounting platform that helps organizations measure, report, and reduce their emissions in line with global standards. The company also offers ESG evaluation cloud services to promote sustainable and responsible supply chain practices. Additionally, Asuene facilitates carbon credit trading, enabling businesses to offset their emissions effectively. With that, why don’t you join me in learning more about Asuene with its APAC Managing Director, Masaaki Hamada.
Since graduating, how has your years of experience led you to a role in Asuene?
After graduating in 2010, I began my career with a manufacturing company in Japan called LIXIL, where I worked for five and a half years. During that time, I spent four years in Thailand, handling a regional role in marketing, product management, and sales for the ASEAN region, which included markets like the Philippines, Vietnam, and Indonesia. This experience provided my first exposure to the APAC market. After completing my master’s degree in Barcelona, I returned to the region and joined Facebook (now Meta) in Singapore, where I worked for five and a half years. During my time at Meta, I focused on digital marketing across the APAC region.
However, as I considered a career transition, I began exploring sectors beyond digital marketing that are growing but also could meet my purpose. It was during this search that I discovered Asuene, a climate tech company. Asuene’s focus on sustainability aligned with my personal values and interests, particularly its commitment to purpose-driven businesses. I felt that by joining Asuene, I could align my career trajectory for the long term, dedicating myself to the growth and impact within this sector for the next decade or more.

What inspired the founding of Asuene, and how has the company's vision evolved since its inception?
Asuene Japan was founded based on the vision of our CEO, who has a strong background in the renewable energy sector with Mitsui Corporation Trading House, working across multiple countries including Brazil and the US. His expertise in renewable energy trading laid the foundation for Asuene. In 2021, he shifted the company’s focus to carbon accounting software in response to upcoming regulations in Japan regarding sustainability and carbon reporting, which significantly accelerated our growth over the past few years. The Singapore branch, which was the first overseas office for Asuene, was established with support from Pavilion Capital, a key investor with strong connections in Singapore. This strategic move was driven by the country’s robust reporting regulations on sustainability and carbon emissions. When I joined Asuene, I was the first employee, hiring the initial team of just three others. Since then, we have expanded rapidly into Southeast Asia, including Malaysia, Indonesia, Thailand, and recently the Philippines, with new offices in Cebu and Thailand
What makes your end-to-end solution for net-zero targets stand out compared to other climate tech startups?
Our business stands out due to the wide range of ESG (Environmental, Social, Governance) solutions we offer. Unlike many companies that focus solely on ESG reporting or carbon accounting, we provide a variety of services including carbon accounting, ESG ratings, carbon credit exchange, verifications, and consultations. Recently, we acquired three companies, further expanding our business domains. Our vision is to become a conglomerate of ESG solutions in APAC, and ultimately, globally. This vision aligns with our CEO’s goal of establishing a unique approach that doesn’t currently exist on a global scale.
In our core business of carbon accounting, we value providing more than just software. We are a solutions company, not just a software provider. Our experienced consultants accompany the software offering, providing hands-on support for onboarding, education, and capacity building. This comprehensive service model is a significant differentiator, as it delivers a level of value beyond what many software companies offer, enhancing our clients’ experience and ensuring effective implementation.

Completion of MDS2024 promotional video
Can you share success stories of companies that have achieved significant sustainability milestones using your platform?
An example would be the Sony Group. We provide comprehensive support to them globally. One of the key challenges was capturing supplier data for their carbon reporting. Now, we assist them with their GHG emissions, from scope one to three, and manage supplier data collections through our Asuene system. Instead of relying on manual Excel file submissions via email, suppliers can now directly send data through the system, which streamlines the process significantly. The data is then automatically consolidated and displayed on a dashboard, enabling quicker analysis and action by the reporting company.
Are there plans for expansion beyond the APAC region, and how does the company envision scaling its impact globally?
We actually launched our U.S. office in Q4 last year, marking a significant step for the business. It's been operational for about a year now, and we’re seeing solid progress. Next, we’re actively researching and looking at the European market. Team members from our headquarters have been traveling to Europe to explore potential acquisitions and talent, recognizing the region’s advanced ESG landscape and high market demand with a competitive environment. Our focus remains on establishing a strong foothold in the APAC region first, as it’s a primary market for us.
Masaaki Hamada is the Managing Director of Asuene APAC. He has a crucial role in ensuring initiatives within the Asia Pacific region are met effectively, efficiently, and successfully. Masaaki is dedicated to driving sustainable business practices and advancing ESG (Environmental, Social, Governance) initiatives, both within and outside of the workplace.
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