Malaysian startups are stepping up with creative solutions that make sustainability practical—and even fun
THINK about it—how many phones, laptops, TVs or headphones have passed through your hands? And when you tossed them out, did you ever stop to wonder where they really go—or what becomes of them?
The truth is far less shiny than any new gadget. In May, the Department of Environment (DoE) revealed that Malaysians already dumped 24.5 million gadgets this year, outpacing 2024’s 23.8 million and 22.7 million in 2023.
The danger? Every device carries a cocktail of toxic substances—mercury, lead, cadmium, arsenic, bromine and beryllium.
When carelessly discarded, these poisons don’t just disappear. They leach into our soil and waterways, silently threatening rivers, marine life and ultimately, our own health.
Unfortunately, the topic is not one that pops up very often, it almost seems that there is a lower perceived sense of urgency when it comes to e-waste.
As a digital native, it’s a relief to know some local startups are stepping up. Because let’s face it: The more e-waste we churn out, the harder it gets to live sustainably.
Recycling made rewarding
If you have ever walked past a tall, boxy vending machine with screens in a mall or by a petrol station, chances are you were looking at the first-ever Malaysian Reverse Vending Machine (RVM) by Klean.
The company was formed with the goal of increasing recycling rates by making the act accessible and rewarding.
Klean has produced three types of RVMs, including one that is dedicated to e-waste.
These Malaysian-made RVMs utilises AI-based technology to accept, reject, sort and organise containers, making it easier for users to earn convertible points to redeem rewards like Grab vouchers.
Alongside these RVMs, Klean has a recycling app that serves as a point tracker, reward redemption and carbon footprint reporter, turning recycling into a practical and planet-friendly habit.
Another way to transform recycling into a convenient and rewarding experience is online mobile application Recircle, which allows users to gather points, earn cash and track carbon footprint.
Founded in 2018 by siblings Lee Lian Sin and Lee Hilton, together with Brandon Wong and KC Lew, the company seeks to address challenges faced by their individual recycling businesses.
Many clients have two common pain points: Properly segregating recyclables into categories and finding accessible recycling centres.
The platform connects collectors with buyers of recyclable goods—and with just a few taps, users can schedule collections for common items such as ink cartridges, used oil and electronics.
Not only do these recycled items get taken off your hands, but every 1,000 points you earn can be redeemed for RM10.
In 2024, Recircle won the Malaysia Centre for Fourth Industrial Revolution ESG Innovation Challenge, in partnership with Bursa Malaysia, giving the team even more momentum to grow their mission.
Recircle further proves that small actions like recycling can create a nationwide ripple that is simple, accessible and engaging.
Changing habits
To me, the reward systems are effective in encouraging, almost like a tool that gets people to begin adopting these practices in their lives.
While that may raise the concern that people only participate for points and not out of environmental concern, that does not make the system any less effective.
Over time, repeated actions will result in the adoption of sustainable practices into users’ habits. After all, nothing reinforces a habit like the dopamine rush of watching an increase in points after recycling!
With a diverse society that has differing needs, this system encourages people with different motivations to still partake and adopt sustainable practices.
While the monetary aspect can seem superficial, I see it as a form of effort recognition. It sends a message that your actions matter and sometimes that itself is a powerful motivator to keep sustainable practices continuous.
At the end of the day, rewards do not replace values, instead they help people act on them with a little positive nudge.
Another notable Malaysian tech startup, CompAsia, founded by Julius Lim in 2013, had a vision of a cleaner and well connected tomorrow through maximising device affordability while minimising e-waste.
Through its e-stores, retail outlets and Trade-In app, CompAsia covers the trade-ins and resales of electronics; smartphones, tablets, laptops and smartwatches are among the second-hand devices you can purchase or trade in, reducing manufacturing impacts.
It also collaborates with Malaysian carriers, retailers and well-known global tech brands.
Planting seeds of sustainability
Essentially, these startups caught my eye because they provide practical and accessible solutions.
From a perspective of a student, it is aspirational that these initiatives are not striving for life changing efforts that are perfect, just willing participation from users.
It is reassuring to know that students like me can fit sustainability into our lives, despite our limited resources, with these companies that integrate solutions into everyday life.
They are living proof that sustainability initiatives do not need flashy or high-tech ideas (not that there is anything wrong with that!), but truly local solutions for local problems.
These startups stem from personal experiences and problems, making them feel personal and grounded in the realities of sustainability in Malaysia.
From a business standpoint, these startups reveal that sustainability is an investment-worthy opportunity.
Companies like Klean, CompAsia and Recircle, along with other startups, have core business models that centre around sustainability, which reflects that the demands for these initiatives are real and growing.
Some of these businesses have even survived the challenges of the Covid-19 pandemic, which goes to show that non-conventional methods of sustainability are not just trends. They are genuinely needed by Malaysians.
Carmen Teh Kah Mun
BA (Hons) in Communication, Sunway University
Mentored by Ong Huey Ern and Kerry-Ann Augustin
About the programme:
The Star Journalism Apprenticeship Programme offers hands-on experience and mentorship for aspiring journalists. Interested students can apply at brats@thestar.com.my
