Master Kong × Alibaba launched "88 Carbon Reduction Day"
©Master Kong
On April 22, which marked the 54th World Earth Day, Master Kong and Alibaba collaborated to launch the "88 Carbon Reduction Day" campaign, which aimed to promote the theme of "Go to the bottle empty imagination island - coexist with everything".
During the campaign, Master Kong has launched a variety of cross-border collaborations with "bottle empty" as the main focus. The eco-friendly recycled products, including suitcases, picnic mats, handbags, storage boxes, and more, are made from discarded beverage bottles, showcasing gorgeous geometric colors and avant-garde design concepts. As a result, these products have attracted a lot of praise and attention from Chinese consumers.
From unlabeled tea to environmentally-friendly rPET (recycled polyethylene terephthalate) products, Master Kong is committed to achieving full-link carbon reduction. By offering consumers a wider range of sustainable product options, Master Kong is making strides toward reducing its carbon footprint. As green and low-carbon practices become the new industry standard, Master Kong is urging more consumers and businesses to join in the "zero-carbon" movement.
Products with Less Plastic
©Master Kong
In 2022, Master Kong made significant strides in carbon reduction by innovating its product line. The company started with its core product, Master Kong iced tea, which generates tens of billions of dollars in revenue. They removed the plastic label that previously displayed the brand logo and product information and opted for yellow and black bottle caps to distinguish the lemon flavor and sugar-free flavor drinks. To indicate the name and shelf life of the drink, they used laser engraving on the bottle's body.
Furthermore, when this low-carbon product is packaged in a full box, Master Kong uses recycled paper, which reduces the ink area and carbon emissions compared to conventional products of the same size.
Taking Master Kong's bucket noodle series as another example, the brand has implemented a lightweight design for its braised beef noodles, spicy beef noodles, and sauerkraut beef noodles by using foldable forks. The weight of plastic used in the packaging has been reduced from 2.6g to 2.4g, resulting in significant plastic reduction.
RPET Makes Everything
At the same time, Master Kong has fully leveraged its expertise in rPET beverage bottle recycling products, expanding the scope of carbon reduction from low-carbon products to packaging recycling. This move is intended to encourage more partners to join the carbon reduction initiative, offering consumers diverse low-carbon product options.
For instance, in December of last year, Master Kong collaborated with Tmall Supermarket from Alibaba, Alibaba Cloud Energy Savings, and Veolia (China) Environmental Services Co., Ltd. to recycle waste PET materials from beverage bottle production and create the first batch of 20,000 rPET regenerated multifunctional storage boxes. These boxes were launched on the Tmall platform and were sold out within just two days.
Promote low-carbon consumption
When purchasing products, Chinese consumers nowadays not only consider factors such as product quality, function, and price but also value the values upheld by the brand, such as whether it prioritizes environmental friendliness and sustainability.
©Alibaba
In August 2022, Alibaba launched "Decarbonization-friendly Actions" in collaboration with 19 companies in the consumer sector. The initiative aimed to explore new business models to reduce carbon emissions and contribute to the fight against climate change. As one of the first sponsors of this initiative, Master Kong actively promotes carbon reduction in the consumer sector in partnership with Alibaba, which will mainly focus on three dimensions: low-carbon commodities, low-carbon marketing, and low-carbon logistics.
This "88 Carbon Reduction Day," Master Kong also showcased its latest carbon reduction achievement - the classic braised beef noodles with a "product carbon footprint certificate." This product is also one of Master Kong's top-selling classic series.
GREENEXT's Take
The journey towards carbon reduction may be long, but it's not just the responsibility of companies to lead the way. Consumers also play a crucial role in promoting this value. As a leading enterprise in the industry, Master Kong has started to integrate the concept of "carbon reduction" into its business model, spreading awareness to more and more people. From offering eco-friendly products to reducing energy consumption, every effort counts in the fight against climate change!
