Large-scale “GoCircular” experiential campaign is launched to kick-start a circular economy at community level

Rooted in the principles of “Reuse, Renew and Share”, the circular economy concept is evolving from an abstract concept into a practical, sustainable lifestyle for many in Hong Kong. Translating these principles into community action, Sino Group launched its first cross-district, cross-sector “GoCircular” experiential campaign.

The campaign, which runs across the Group’s flagship shopping malls, including Olympian City, tmtplaza, Citywalk, Gold Coast Piazza, and Lee Tung Avenue, features recycling and upcycling of much-loved items, green technology demonstrations and charity sales. Partnering with over 30 local brands including green-technology partners, young creators, upcycling designers and local start-ups, the campaign seeks to lower the barrier to participation, making circular living feel practical, social and easy to start.

“Through the ‘GoCircular’ campaign, we are connecting five major malls to host activities such as second-hand item sales, toy exchanges, and a coffee market featuring upcycled coffee grounds, demonstrating how circular living can be practical, diverse and community-focused. The circular economy is more than a concept — it is a way of living we hope everyone finds accessible and enjoyable,” said Bella Chhoa, Chief Commercial Officer of Sino Group.

Alongside themed markets and workshops, the campaign connects a much larger network. Facilitated by Sino Property Services and in partnership with Christian Action, the Group held a massive used-item donation event covering the Group’s nearly 140 residential properties, offices and shopping malls. In total, 8,870 kg of items, including well-maintained clothing, toys, home appliances and books, were collected. To acknowledge this collective effort, certificates were presented to the top 10 properties with the highest donation by weight, including Maritime Bay, Vision City, Grand Regentville, Oceania Heights, Serenity Park II, Venice Gardens, The Astoria, One Mayfair, Skyline Tower, and The Hermitage. The collected items were given a second life through a charity sale, with proceeds supporting Christian Action.

“It is incredibly moving to see how estates and shopping malls have been transformed into spaces for sharing,” said Cheung‑Ang Siew Mei, JP, Executive Director from Christian Action. “By connecting reuse items with real community needs, initiatives like this help people see sustainability as practical and meaningful in everyday life.”

Unleashing creativity to give recycled items a second life

A core focus of the campaign is demonstrating how creative upcycling and community sharing can extend the lifecycle of used items. Showcasing this creativity, the Olympian City event featured innovative products developed by green tech start-ups and design-led lifestyle items crafted by young local designers. At Citywalk, a large-scale used book charity sale collected 17,000 second-hand books and sold nearly 14,500, while engaging over 100 participants in parent-child reading and book sharing sessions to promote resource circulation. Lee Tung Avenue demonstrated the lifecycle of coffee by transforming coffee grounds creatively into handcrafted accessories and home décor items, bringing new inspiration to everyday living.

Meanwhile, tmtplaza partnered with social enterprise Anewtoys to host a community exchange market that rehomed over half of the 2,000 collected toys. Mr. Lai, the founder of Anewtoys, noted that the enthusiastic response from parents highlights a strong demand for interactive toy swapping events. He hopes children could feel the joy of sharing and learn how to choose and cherish what they own.

The Eco‑Creative Market held in Gold Coast Piazza has offered a chance for community members and visitors to enjoy a treasure-hunting experience to reinforce the culture of reuse within the community.

“Upcycling is one of the most exciting aspects of the circular economy. It is truly inspiring to see young people blend creativity and technology to give resources a new life.” said Chhoa.

Indeed, creativity was filled to the brim at the charity bazaar and upcycled creations at Olympian City. Local woodcraft brand START FROM ZERO, showcased installations made from reclaimed wood and hosted upcycled wooden-flooring workshops where visitors learned to transform old flooring into practical items such as bottle openers and decorative trays.

Green start-ups incubated by The Hong Kong University of Science and Technology and The University of Hong Kong were also on hand to demonstrate how innovation can reframe “waste” as a resource.

These included Pearl Power, a sustainable pearl oyster farming start-up in Hong Kong co-founded by Dr. Yan Wa-tat. His team uses pioneering patented technology to process local pearls into sustainable health and skincare products, modernising Hong Kong’s century-old cultivation history. Dr. Yan noted he was pleased to see so much public support for sustainable living.

Another featured start-up was not only powder, a winning team from the HKUST-SINO One Million Dollar Entrepreneurship Competition. The start-up uses freeze-drying technology to upcycle surplus and imperfect fruits into powder, extending their shelf life and reducing food waste. Operating primarily on a business-to-business model, the brand utilised this occasion to gauge direct consumer reactions. The team noted that the showcase led to visitors’ inquiries about producing sustainable souvenirs and hosting powder-making workshops for corporate employees.

Promoting Sustainability Mindsets Inside and Out

The “GoCircular” campaign brought upcycling workshops and eco markets to over 20 residential clubhouses, offering residents practical ways to embrace sustainable living. Participants appreciated how these accessible activities nurture eco-awareness and sharing among younger family members.

Linking community efforts with internal culture, Sino Group’s annual Sustainability Month engages staff through seminars, trail clean-ups and tree-planting. These initiatives quietly empower employees to weave sustainability into everyday operations.