On January 19, CR Beverage, together with CR Longdation, officially launched the "Waste Material Re-born for GREEN Future" C'estbon Waste Material Re-born × LongCaring urban sustainability initiative at China Resources Building in Hong Kong. Lan Yi, Deputy General Manager of China Resources; Chan Pui-cheong, President of the Hong Kong Quality Assurance Agency; Chow Kit-bing, Chairperson of the DAB Wan Chai Branch; along with relevant responsible persons from the China Resources Head Office, CR Beverage, and CR Longdation, as well as representatives from local charitable organizations and media, attended the launch ceremony. The two parties aim to collaborate with numerous local Hong Kong public welfare partners through this event, continuously engaging multiple communities in Hong Kong and transforming environmental protection concepts into meaningful daily practices.

A "Waste Material Re-born" experience zone was set up at the event venue. Guests jointly hung lucky bags made from recycled plastic bottle caps on a "Re-born Tree", conveying the green vision of "with China Resources, life is beautiful". The event also created a complete, participatory, and experiential circular experience. Citizens could personally experience hot-pressing plastic fragments into exquisite recycled lucky bags at the "Reborn Workshop". At the "Reborn Store", they could get up close to and touch various fashionable cultural and creative products like clothes and bags made from recycled plastic bottles, intuitively feeling the value and charm of resource recycling. The "Waste Material Re-born" experience zone will be open to the public for a week, encouraging citizens to personally participate in plastic bottle recycling and integrate environmental concepts into community living habits.

Since its launch in 2023, the "C'estbon Waste Material Re-born Program" has covered more than thirty cities across China, attracting over 120,000 "Reborn Partners" to participate. Its launch in Hong Kong marks an important step for the project in deepening sustainable actions within the Guangdong-Hong Kong-Macao Greater Bay Area. Over the next three months, the program will collaborate with local public welfare partners to continuously reach multiple communities in Hong Kong, building a closed-loop system of "collection-recycling-reward" to root the concept of sustainability in the community.