Sino Group debuts ‘GoCircular’ campaign to reshape consumer habits

Sino Group has rolled out its “GoCircular” experiential campaign, a cross-platform initiative spanning shopping malls, residential estates, and commercial properties, designed to introduce circular economy principles to a broad consumer base.

The campaign, supported by Hong Kong-based PR agency Above the Line, brings together social enterprises, green technology partners and upcycling designers to showcase sustainability-focused lifestyle solutions.

Through hands-on activities that encourage waste reduction, reuse, and recycling, the initiative aims to help the public rethink everyday consumption and foster a balanced relationship between economic activity and environmental protection.

To mark the start of the campaign, Sino Group will hold a ceremony at Olympian City on 2 April. From the Easter holiday period through mid‑April, a series of themed activities will be hosted at major Sino Group shopping malls, including Olympian City, Citywalk, tmtplaza, Gold Coast Piazza, and Lee Tung Avenue, as well as at over 20 residential clubhouses managed by Sino Property Services.

In the lead-up, Sino Group organised a used-item collection drive across nearly 140 properties, including residential developments, offices, and shopping malls. The initiative gathered donations from residents, tenants, and staff, with the Group’s management also participating in sorting efforts. Proceeds from a subsequent charity sale will be donated to Christian Action.

From 2 to 7 April, Olympian City will host a six-day event featuring local creators and upcycling designers presenting sustainability-led lifestyle products. Green start-ups incubated by the Hong Kong University of Science and Technology and The University of Hong Kong will also demonstrate technology-driven circular economy applications.

In collaboration with local woodcraft brand START FROM ZERO, the venue will include installations made from reclaimed wood, alongside upcycling workshops where participants can transform old flooring into functional items such as bottle openers and coasters. A charity bazaar will offer donated items, including second-hand apparel from local celebrities, alongside contributions from residents and tenants across the Group’s portfolio. Upcycled products created with local brands will also be sold, with proceeds going to Christian Action.

From 3 to 7 April, Citywalk will host a large-scale used-book charity sale, extending circular economy concepts to reading materials. The selection includes children’s picture books, literature, history, philosophy, and lifestyle titles, sourced from the Group’s residential and retail properties, supplemented by quality second-hand books from Joint Publishing.

Parent-child reading activities will be offered, with Ocean Park and Joint Publishing conducting picture book sharing sessions. After deducting administrative costs, all proceeds will be donated to the Institute for Integrated Rural Development, Hong Kong, to support healthcare services for underprivileged communities in rural areas. Unsold books will be redistributed to those in need, ensuring that quality books continue to circulate within the community.

At the same time, a market at Lee Tung Avenue from 3 to 7 April will use coffee as a thematic entry point, showcasing products made from repurposed coffee grounds, including accessories and home décor.

Local specialty coffee brands will also feature. The Group’s ‘Farm Together’ initiative will present upcycling workshops using coffee grounds collected from mall tenants to create items such as artwork, planters, keychains, and candles.

Additional activities include a second-hand toy exchange at tmtplaza from 10 to 12 April and an eco-creative market at Gold Coast Piazza on 11 April, with unsold items and remaining toys donated to community organisations.

MARKETING-INTERACTIVE has reached out to Sino Group for more information.

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