How two entrepreneurs in Shanghai and Shenzhen are turning trash into treasure, and what it means for your business in China.

Last December, the Benelux Chamber's ESG IPG gathered to explore a topic rapidly reshaping modern industry here in China: circularity. In a dynamic discussion moderated by Emmanuel Delplanque, CEO of Be-Cause, we asked a simple question: can waste truly be the new gold? The answers we found, courtesy of two brilliant innovators from the front lines of China's circular economy, were nothing short of inspiring.

Our panel, "Waste is the New Gold: Pragmatic Solutions for a Circular Shanghai," was built on our core belief that sustainability isn't just a global trend—it's a powerful competitive advantage right here in China. Our mission is to connect business leaders who are turning these principles into profitable, real-world models.

And that's exactly what our speakers, Supa of HowBottle and Vincent Djen of CKG, are doing every single day. Here’s what we learned from them.

The Storyteller: Winning China's Conscious Consumers

First, we heard from Supa, the creative force behind HowBottle, a sustainable lifestyle brand that feels more like a cool, local fashion label than an environmental project. And that’s entirely by design.

HowBottle takes discarded plastic bottles—often sourced from the highly efficient recycling chains in the Yangtze River Delta—and transforms them into vibrant, stylish bags and accessories. Their target? China's younger generation of consumers, who are increasingly using their purchasing power to support brands that align with their values.

Supa’s core insight is a game-changer for any business operating in China's consumer market:

"Technology actually can make the circular more efficient, but I think markets make it viable. »

For Supa, the technology to recycle plastic is already mature in China. The real work is creating genuine desire for the end product. HowBottle achieves this by telling a compelling story. Each bag is proudly marked with the number of bottles it saved from a landfill. This isn't just a gimmick; it's about building trust and proving that "Made in China" can also mean sustainable, durable, and beautiful. They refuse to "create waste from waste," a principle that resonates strongly in a market that values quality and longevity.

The Alchemist: Aligning with National Strategy

Next, we dove into the industrial heart of circularity with Vincent Djen, a 20-year veteran of the textile world. Vincent is tackling one of the toughest challenges: fashion waste.

He is a pioneer of Textile-to-Textile (T2T) recycling, a process where his company collects used clothing, sorts it, and breaks it down to a molecular level to create brand new materials. The loop is truly closed.

However, this process is complex and expensive. Vincent was candid about the challenges, emphasizing a crucial factor for any industrial business in China:

"Without the government support, it’s very hard to do it because the cost of recycling is still very high. »

For heavy-duty, capital-intensive circular models, aligning with policy is essential. Government initiatives, from the 14th Five-Year Plan for the Circular Economy to the "no-waste city" (⽆废城市) pilot program, are creating the environment where this kind of innovation can finally become commercially viable. Vincent's work is a prime example of how to build a business model that supports and benefits from China's national strategic goals.

The Takeaway: Your Four-Step Guide to Circular Success in China

The discussion with Supa and Vincent offered a clear roadmap for business leaders in China.

1. Find Your Market. Don't just focus on the tech. Who is your Chinese customer? Why should they care? As HowBottle shows, a powerful brand story, amplified on platforms like Xiaohongshu and Douyin, can create the market pull needed to make circularity profitable.

2. Build Real Trust. Authenticity is your greatest asset. Chinese consumers are savvy and can spot greenwashing from a mile away. Do the work, be transparent, and, as Supa wisely put it, remember that "Time is the final trust. »

3. Align with National Strategy. If you're in a capital-intensive industry, you can't do it alone. Understand the policy landscape—from national directives to local regulations in cities like Shanghai—and build a model that contributes to China's green development goals.

4. Nail Your Communication. The story of recycling can be complex. Whether you're talking to a consumer in a Tier 1 city or a business partner in your supply chain, you must find a way to make your story clear, engaging, and precise.

The conversation left us energized. The circular economy is no longer a far-off dream. It's here, it's happening now, and for businesses in China, it represents one of the most significant sources of innovation and competitive advantage in the coming decade.