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Going plastic-free and reducing waste are becoming growingly prominent issues across the city. Building on this momentum and understanding that tiny acts of individuals today can have a far-reaching impact on our future, Chinachem Group ("Chinachem"), which has long been committed to driving sustainability, is delighted to announce the launch of the "REACT" campaign, with The Green Earth acting as its green partner. The campaign is aimed at building a better future for the next generations through knowledge exchange, advocating a greener life, and encouraging people to actively adopt and integrate zero-waste practices into their daily lives. This engagement campaign is recruited through CCG Hearts, Chinachem’s flagship membership rewards programme that promotes doing good and engaging with the community, to connect with like-minded people to form a strong community that encourages and appreciates good deeds and shares joyful moments as a ripple effect.

REACT is an acronym for Rethink, Exchange, Awareness, Cultivation and Token, while its pronunciation is similar to that of “WE ACT”. By organising this series of events highlighting recycling, upcycling and waste reduction at source from April to July, Chinachem aims to engage every member of the community, regardless of age, motivating them to gain hands-on experience of waste reduction then exchange it with others. The eventual goal is to transform public awareness into daily practices, laying a solid foundation for a greener future.

The series has already got started with the REACT - FunWaste Carnival, which is taking place from 27 April (Saturday) to 1 May (Wednesday), five days in a row at Nina Park, in collaboration with seven charities and social enterprises under the theme of waste reduction and recycling. An array of programmes is being held including a market bazaar, upcycling workshops, game booths, busking sessions and music performances. Admission is free and everyone is welcome.

An inauguration ceremony for the whole series of events, REACT - Pledging for Zero Waste Lifestyle, was held today, with Sylvia Chung, Chief Business Impact Officer of Chinachem and Edwin Lau, Founder and Executive Director of The Green Earth acting as officiating guests. Other guests included Legislative Council member Ben Chan, renowned media veteran Akina Fong and representatives from charities and social enterprises.

Ms Chung said, “No act is too small. The small changes we make in our daily life today -- even if it's just using one fewer plastic fork, or taking more time to put the waste into the right recycling bin -- will add up to transform the environment around us and influence the future. By presenting the REACT series, Chinachem aspires to mobilise the community to join hands with us to tackle the waste crisis. With a shared purpose, we can make Hong Kong a more liveable city for the next generation.”

Mr Lau remarked, "We would like to thank Chinachem Group for its efforts in building a better future for our next generations. The Green Earth is dedicated to promoting resource conservation and a zero-waste culture. I hope this collaboration will help propel the development of waste reduction and recycling in Hong Kong, and inspire people to embrace a green lifestyle.”

Mr Lau also co-hosted a Master Talk Show for Waste Reduction today with Samuel Kwong, Senior Associate Director - ESG of Chinachem, to share tips and tricks with visitors on household waste reduction and recycling in a fun and delightful way.

REACT - FunWaste Carnival

Seven charities and social enterprises are getting together at the REACT - FunWaste Carnival to promote a green lifestyle by providing a series of engaging activities. The Carnival features a market bazaar, upcycling workshops, game booths, busking sessions and music performances revolving around waste reduction, recycling and upcycling. In addition to offering natural, no-additive food and skincare products, one of the highlights of the bazaar is sea glass jewellery, made from glass fragments collected from beaches. As each piece of sea glass has its own texture and shape, it can be upcycled into a one-of-a-kind fashion piece.

Fun game booths run by different organisations are designed to engage visitors and inspire them to adopt waste reduction best practices. New Life Plastics, a social enterprise dedicated to plastic recycling, is hosting a simulated fish-saving game in which players are challenged on their plastic recycling knowledge – they are asked to use a magnetic fishing rod to catch cardboard fish from a bowl of plastic flakes. Another game, Recycling City Line, is being hosted by Anewtoys, a social enterprise that promotes the sharing of toys among children and encourages them to make their own. Winners of the game are those who can best combine their knowledge of waste separation with excellent hand-eye co-ordination.

In addition, the public can take part in upcycling workshops such as a denim diatom coaster workshop, a food waste jewellery upcycling workshop and an upcycling hand rattle workshop. Participants are guided to upcycle waste materials into handicrafts. Hand rattles created during the workshop can be used in an upcycling music jamming event at the Carnival, an experience that weaves green elements into art making for the visitors.

Other Exciting REACT Programmes

Following on the heels of the Carnival, a series of exciting programmes will be held, including “Together We Clean” outings to clean up mountain trails and beaches in Hong Kong; “Journey to Resource Circularity” educational tours visiting local recycling facilities; and an exhibition with “Waste Reduction & Recycling Class” workshops. People of all ages are welcome to take part in these activities to foster inter-generational interaction, while acting together to realise a zero-waste future.

Chinachem believes positive rewards are important to driving attitudinal and behavioural changes, a belief reflected by incorporating "Token" into the REACT Name. CCG Hearts, the Chinachem's flagship membership rewards programme which advocates the concept of “do good and get rewarded”, will be honouring green acts by its members, and those who register for REACT programmes will receive points to redeem rewards. Members can also participate in “WEPLEDGE”, for which they will receive tips from the CCG Hearts app to help them make proactive changes in their lives by reducing waste at source. Tenants of Chinachem’s shopping malls will be rewarded for their green acts, too. Those who implement waste reduction measures in their daily operations will be listed in the “Green Shop Directory”, with CCG Hearts members receiving discounts for designated purchases at the shops listed as a token of appreciation for their efforts in living a green lifestyle.

REACT - FunWaste Carnival

Date:               27 April 2024 (Sat) - 1 May 2024 (Wed)

Time:               11:30 – 19:00

Venue:             Nina Park (8 Yeung Uk Road, Tsuen Wan; adjoining Nina Mall)

Admission:      Free of charge

To view the programme schedule, click here.

Participating charities and social enterprises (in alphabetical order):

Anewtoys

Caritas

Nestle x Hong Chi

New Life Plastics

The Green Earth

Yan Chai Community Hub

Yan Chai Tsuen Wan District Health Centre

Other Activities of “REACT” (registration on CCG Hearts app): 

Beach & Trail Clean-ups - Together We Clean (8 outings)

Date: weekends in May and June 2024

Venue: Lung Ha Wan, Shui Hau (Lantau Island), Aberdeen Reservior and Lung Fu Shan

Educational Tours - Journey to Resource Circularity (6 sessions)

Date: selected Thursday and Sunday afternoons in May and June

Venue: O Park and Y Park

REACT roadshow and Waste Reduction & Recycling Class (8 sessions)  

Date: late June 2024

Venue: selected Chinachem Group shopping malls

For more details of the REACT campaign, please visit here.