In a significant display of cross-sector collaboration, three of Thailand’s leading corporations have launched an ambitious initiative to tackle the country’s growing electronic waste problem.
Telecommunications operator AIS, retail conglomerate Central Group, and flag carrier Japan Airlines (JAL) have joined forces in a campaign that uniquely blends consumer engagement with a tangible commitment to the circular economy.
The initiative arrives as nations across Southeast Asia grapple with the environmental challenges of rapid economic growth and increasing consumer electronics consumption. By incentivizing public participation through a high-profile contest, the partnership aims to shift consumer behavior and establish a more robust infrastructure for responsible e-waste recycling.
At the heart of the campaign is a creative challenge inviting the public to produce short videos of themselves dropping off unwanted electronics at designated collection points. The grand prize is not merely a holiday, but an immersive educational journey to Japan, a global leader in resource recovery.
Winners will receive an exclusive tour of the state-of-the-art DOWA Group facilities, offering a firsthand look at the sophisticated processes required to transform electronic waste from a hazardous material into a valuable resource.
This collaboration is a clear demonstration of the companies’ strategic ESG (Environmental, Social, and Governance) commitments. For AIS, the initiative supports its ambition to establish itself as Thailand’s central “Hub of E-Waste,” taking responsibility for the lifecycle of the products that define its industry.
“Our goal is to create a systemic change, ensuring all e-waste is processed to a Zero E-Waste to Landfill standard,” said Saichon Submakudom, Head of Corporate Communication and Public Affairs Business Unit at AIS.
For Central Group, the partnership leverages its vast retail footprint of 42 shopping centers as a network of accessible collection hubs. The program integrates seamlessly into its long-term “Central Tham” (meaning Central Does) corporate citizenship platform and its stated goal of achieving zero waste to landfill by 2050.
“We believe sustainability is a collective responsibility, and this begins with empowering consumers to make better choices,” noted Achara Wisuttiwongrat, Head of Corporate Marketing, Communication & Sustainability, Central Group.
Japan Airlines’ participation extends its sustainability mandate beyond its core aviation operations, which are focused on achieving carbon neutrality by 2050 through measures like adopting Sustainable Aviation Fuel (SAF). “This partnership allows us to contribute to a broader environmental mission, connecting responsible consumerism in Thailand with advanced sustainable practices in Japan,” said Takafumi Sawada, Regional Manager Thailand, Indochina, and the South Asian Subcontinent at Japan Airlines.
The technological linchpin of the initiative is WMS (Waste Management Siam), the Thai subsidiary of the Japanese resource recovery giant DOWA Group. According to Yoshihiro Okada, President of WMS, the process exemplifies the circular economy in action.
Collected e-waste is dismantled locally, with commodity materials recycled within Thailand. However, complex components like printed circuit boards (PCBs)—which contain valuable quantities of gold, silver, copper, and palladium—are shipped to DOWA’s specialized smelters in Japan. There, advanced techniques extract these precious metals, effectively turning urban waste into a resource for new manufacturing.
This model, which links a consumer-facing campaign in one country to a high-tech industrial recycling process in another, offers a potential blueprint for other markets. By successfully integrating corporate strategy, consumer incentives, and a transparent, international recycling supply chain, the initiative stands as a compelling case study in how private sector collaboration can drive progress on critical environmental issues.
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