SM GUUN launches circular waste transformation ecosystem

MANILA, Philippines — Developing end markets for recovered materials is emerging as a cornerstone of sustainable waste management, and SM GUUN Environmental Company, Inc. (SM GUUN) is stepping up with a bold new model that places circularity at its core.

A joint venture between SM Prime Holdings, Inc. and Yokohama-based environmental solutions firm GUUN, the company has launched a collaborative ecosystem designed to transform waste into renewable resources.

Circularity in Action

“At SM GUUN, we see waste as the beginning of new opportunities,” said George Cheung, President of SM GUUN.

The initiative brings together technology innovators, manufacturers, policymakers, and community organizations to collectively advance recycling, upcycling, and waste-to-energy solutions.

By reducing landfill dependence and environmental impact, the ecosystem aims to demonstrate that sustainability and economic growth can go hand in hand.

“Through this ecosystem, and with the strength of our partners, we are turning waste into valuable resources — for the environment, the economy, and society,” Cheung added.

Beyond Waste Management

SM GUUN’s strategy focuses on building circular value chains that create economic opportunities, reduce emissions, and promote social inclusion.

The company underscores that long-term sustainability hinges on collaboration across all sectors.

While Asia continues to explore viable end markets for recovered materials, Cheung acknowledged that building processing infrastructure remains in its early stages.

“Investing in facilities to support the infrastructure that can process raw materials is still in its infancy. That’s why it’s encouraging to have partners who are like-minded in innovation and purpose, taking collaborative action,” he said.

A Blueprint for the Future

Through the SM Green Movement, SM Prime continues to lead in sustainability initiatives rooted in waste management, water stewardship, and energy efficiency.

SM GUUN’s circularity ecosystem offers a replicable model for businesses worldwide striving to meet climate commitments and ESG goals.

With an expanding network of circularity partners, SM GUUN is positioning itself at the forefront of Asia’s transition toward a waste-free future.