Turning waste into opportunity, SM GUUN Environmental Company, Inc. (SM GUUN) is moving beyond traditional waste management by establishing an ecosystem dedicated to waste transformation and circularity.

A joint venture between SM Prime Holdings, Inc. and Yokohama-based GUUN Co., Ltd., the company is reimagining waste not as an endpoint but as a renewable resource.

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

The initiative brings together technology innovators, manufacturers, policymakers, and community organizations to scale advanced recycling, upcycling, and waste-to-energy solutions. The goal: to reduce landfill dependence, minimize environmental impact, and create value for the environment, the economy, and society.

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

A Blueprint for the Future
In Asia, creating end markets for recovered materials remains a challenge. SM GUUN is taking steps to build demand and infrastructure to process these resources — a foundation for circular value chains that generate jobs, reduce emissions, and drive inclusive growth.

“Investing in facilities to support waste transformation is still in its infancy. That’s why it’s encouraging to have like-minded partners in innovation and purpose,” Cheung said.

Through the SM Green Movement, SM Prime continues to advance sustainability in waste management, water stewardship, and energy efficiency. SM GUUN’s ecosystem serves as a replicable model for companies seeking to meet climate and ESG goals, while shaping a future where waste fuels sustainable growth.