SK Telecom (SKT) has revealed that its Happy Habit Project has successfully prevented the disposal of over 10 million cups, effectively reducing CO2 emissions by 293 tonnes.
Initiated by the Ha:bit Eco Alliance in 2021, the Happy Habit Project aims to encourage the widespread adoption of reusable cups by establishing a platform that facilitates their use, collection, and reuse, thereby establishing a sustainable cycle.
The Ha:bit Eco Alliance, a public-private coalition established in 2020, focuses on addressing environmental issues caused by excessive plastic usage. With a membership of 90 organizations, including the central government, local governments, coffee chains, and various companies such as SKT and Happy Connect, the Alliance actively promotes responsible practices and collaborative efforts to combat plastic waste.
Participating coffee shops that have phased out disposable cups offer customers the option to pay a KRW 1,000 deposit for their beverages to be served in reusable cups called "Habit Cups." These cups can later be returned through smart kiosks. Each day, the returned cups are collected, cleaned, sanitized, and then redistributed to the cafes. SKT has incorporated its vision AI technology into the smart kiosks, ensuring accurate identification of Habit Cups.
Notable contributors to the project include Starbucks, LG Display, Daishin Securities, SKT, Paris Baguette, Il Mazzio, and Pascucci. Additionally, an increasing number of local governments and public agencies, such as Incheon City Hall and Seoul Metropolitan Government, are endorsing the initiative by exclusively allowing the use of multi-use cups in coffee shops within their office buildings.
In terms of impact, the highest cup-saving region is Jeju Island, where the project was initially launched, accounting for 6.48 million disposable cups averted. Seoul and Sejong follow with 2.28 million and 670,000 cups saved, respectively. Gyeonggi and Gangwon Provinces, recently added to the initiative, are also witnessing a rise in the adoption of reusable cups.
Moreover, the Ministry of Environment and the Ministry of the Interior and Safety announced their plans earlier this month to mandate the implementation of a multi-use cup circulation system in all 13 government complexes throughout Korea by 2027. Already, all 22 coffee shops situated in the Sejong government complex have successfully transitioned to the multi-use cup circulation system, serving beverages exclusively in reusable cups.
Moving forward, SKT intends to expand its collaborations with the central and local governments, as well as attract more participants to the project. This includes encouraging coffee shops within corporate buildings, university campuses, sports stadiums, and theaters to join the cause.
“With the government’s policies and active participation of many companies, the multi-use cup circulation ecosystem is being established at a rapid pace,” said Lee Joon-ho, Vice President and Head of ESG Development Office of SKT. “We will continue to make efforts to expand the infrastructure and upgrade ICT solutions to boost the use of reusable cups.”
