UPGREEN Vietnam

Plastic pollution in Vietnam is extremely severe: the country disposes 1.8 - 3.27 million tons of plastic waste into the environment annually and ranks among the top 5 countries contributing the most plastic waste to the ocean (UNEP, 2018). Alarmingly, up to 90% of plastic waste is still treated through landfilling or incineration, while only 27% is recycled by traditional facilities. UPGREEN focuses on solving this “bottleneck” – low-value, hard-to-recycle plastics (such as multilayer packaging or PP plastics), which are often rejected by conventional recyclers and end up in the environment.

At the same time, increasing ESG pressure and Net Zero Carbon commitments are creating huge demand in the B2B market. Companies require transparent, traceable, and aesthetically appealing Circular Solutions to integrate into their operations. Meanwhile, traditional arts need more opportunities to reach society, both domestically and internationally. UPGREEN leverages this intersection of ESG demand and cultural artistry to elevate the value of recycled materials, while fulfilling its social mission: redefining human value, creating jobs, and empowering both waste - collecting communities and traditional artisans and artists.

Approach

UPGREEN Vietnam targets corporate clients with a strong awareness of sustainability and ESG (Environmental, Social, Governance). These are organizations that not only have the capacity to invest in green, creative solutions made from recycled materials but also have specific needs for eco-friendly interior and decor solutions that align with green consumer trends and ESG reporting requirements. We particularly serve high-end hotels/resorts, tech offices, creative spaces such as cafés, restaurants, co-working spaces, and businesses with mandatory ESG reporting.

UPGREEN Vietnam implements an online strategy that combines brand awareness communication with customer approaching as follows:

Key activities implemented

• Close collaboration with manufacturing partners to design and produce unique products
• Application of Ecodesign methods to optimize sustainability and product reusability
• Offering ready-made products and supporting customers in developing personalized solutions

Competition

UPGREEN Vietnam does not compete on low prices but builds competitive advantage through:

• Special Materials: RePlastic from multi-layer plastics, ocean nets, hard-to-recycle packaging
• Design and Aesthetics: Highly artistic products reflecting Vietnamese cultural identity
• Clear Social and Environmental Impact: Engaging communities in collection and recycling education
• Consistent Communication: Storytelling through LinkedIn, website, short videos, and experiential workshops

With an integrated ecosystem of products, services, and social impact, UPGREEN aims to become the leading sustainable design studio in Southeast Asia for recycled plastics, turning “waste plastic” into “living value.”

UPGREEN’s Innovation Solution: GREENHUB - The green community

Recycling Collection and Sorting Stations

• Waste collection: Waste from households, residential areas, offices, and businesses is collected and delivered to Greenhub collection and sorting stations
• Sorting: At the stations, waste is separated into categories such as organic waste, recyclables, hazardous waste, and general waste. Sorting is organized into designated areas, as illustrated
• Education and Awareness: Stations regularly organize educational activities to raise public awareness about the importance of waste sorting and environmental protection

Research and Development of Eco-Friendly Products

• Collaborate closely with manufacturers to design and produce unique, creative, and environmentally friendly products
• Apply Ecodesign methods to optimize sustainability, reusability, and recyclability of products
• Offer ready-made products and support customers in creating customized solutions

Educational and Experiential Workshops

• Experienced experts share knowledge about plastic recycling processes
• Participants can practice sorting plastics, operating machinery, and crafting new products from recycled materials
• Each participant receives a unique, creative recycled product they made themselves

Connecting and Building Green Living Community

• Organize events, seminars, workshops for sharing experience, and competitions focused on environmental protection
• Establish online community groups to connect and engage members
• Encourage members to share personal stories and practical environmental actions
• Inspire and spread environmental protection messages to the wider community

Recycled Product Display

• Showcase exemplary products demonstrating creativity and practical application
• Provide detailed information on the origin, recycling process, and utility of products
• Arrange products in a logical, easily navigable display for observation and interaction

Enhancing Livelihoods: Employment for Women and Traditional Waste Collectors

• Provide knowledge and skills on collecting, sorting, and processing plastic waste safely and scientifically
• Connect with reputable recycling companies and collecting facilities
• Expand collection points in areas with high numbers of traditional waste collectors
• Collaborate with NGOs and social enterprises to expand the collection network
• Coordinate with local waste collection units to gather sorted plastics

Vision

UPGREEN’s vision is to become a pioneering company in Vietnam in creative use of recycled materials, contributing to changing societal perceptions of beauty, utility, and sustainable value. We aim to redefine recycling not just as a mandatory solution, but as an aesthetic and responsible choice.

Goals

Goals for the coming years:

2025-2026: Invest in a semi-automated production system and a small-scale workshop (~60%).

2026-2027: RandD costs for standardized products, modular interior samples, and ESG gift sets (~15%).

2027-2029: Multi-platform marketing and communication campaigns to expand the B2B market (~25%).

Implementation Process - Scope - Budget

Key milestones:

• March 2026: Commencement of GREEN HUB construction
• April 2026: Recruitment and advanced training of personnel
• June 2026: Completion of GREEN HUB construction
• From July 2026 to January 2027: Intensification of educational, experiential, and waste collection - sorting programs
• January 2027: Implementation of the Scale-up and Replication Plan

Implementation Location: Ho Chi Minh City

Budget or Funding Commitment: The investment fund will establish a Green Creative Hub, which enables customers to engage in creative experiences and also serves as a production workshop. The budget allocation is as follows:

• 20% for research and development
• 50% for equipment and facilities
• 15% for operations
• 15% for marketing and business activities

Social impact:

• 70% of personnel are women, and 8% are persons with disabilities
• Communication and educational activities have reached more than 5,000 individuals

Environmental impact:

• 15.5 tons of plastic waste have been treated
• 3.75 tons of CO₂ emissions have been reduced

Economic impact: Development and expansion of the circular economy model

Scalability Feasibility

• The market demonstrates a strong demand for plastic waste treatment, driven by compliance with EPR regulations and environmental taxes
• Vietnamese enterprises are increasing investments in green products (BCG, 2024)
• Consumers are increasingly interested in products and services developed under sustainable models
• Over 80% of surveyed customers express interest in a sustainable lifestyle. They are willing to pay up to 36% more for products/services with sustainability commitments
• There is a shortage of providers offering solutions that are simultaneously sustainable, innovative, and artistic

Success Factors Applicable to Other Sectors/Regions

• Attractive “waste-for-gifts” exchange programs
• Hands-on experience with real recycling processes
• Research into solutions and the application of advanced technologies

Strategies for Model Dissemination and Replication

• Establish a widespread network of GreenHub waste collection and recycling stations across the city, encouraging residents to participate in efficient plastic waste sorting and recycling through on-site experiential activities at stations
• Organize practical workshops where participants can create products from recycled plastics (Do-it-yourself)
• Host networking events, seminars, workshops to share knowledge and best practices, and competitions focused on environmental protection
• Create social media community groups for connection and interaction
• Build partnerships with reputable recycling businesses and waste-collection facilities
• Expand collection points in areas with high concentrations of informal waste collectors