The best translation of “mottainai, ” Mr. Yergin writes, is “too precious to waste.”

尤金写道：“对这个词最好的释意，也许是，太过珍惜而不忍浪费。”

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He brings up the notion of “mottainai, ” a word that is difficult to translate into English yet explains why the Japanese save wrapping paper from gifts to use again and again.

他创造了一个词叫做“mottaina”，这个词很难准确地翻译成英文，而它的意思是要解释为什么日本人对包装纸会有一次又一次的循环再利用。

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When the world thinks about environmental technology, Japan wants one word to come to mind: mottainai.

FORBES: Magazine Article

His mottainai campaign includes prodding his constituents to be more environmentally responsible at home as well as helping Japanese companies tap the new markets created when the rest of the world starts to care as well.

FORBES: Japan's Green Gold Mine