Adopting Kirei Lifestyle: Kao Indonesia's Strategy to Strengthen Waste Management Ecosystem
Jakarta – Kao Indonesia has affirmed its sustainability commitment through the Kirei Lifestyle philosophy, taking an active role in addressing waste management in Indonesia. The company emphasises that waste management is no longer solely a government responsibility, but a collective systemic action.
Kao Indonesia’s management explained that this initiative comes amid shifting patterns in consumer behaviour. According to a NielsenIQ (NIQ) 2025 study, 69 per cent of Indonesian consumers now prioritise emotional wellbeing, mental health, and product information transparency compared to five years ago.
The Kirei philosophy serves as the foundation for Kao Indonesia’s Environmental, Social, and Governance (ESG) responsibilities. “Kirei is not merely an aesthetic concept, but a commitment to creating harmonious living between humanity and the environment, both for the present and future,” Kao Indonesia management stated on Wednesday, 11 March 2026.
The effort aligns with Ministry of Environment and Forestry Regulation No. 75 of 2019, which targets a 30 per cent reduction in waste by producers by 2029. Kao Indonesia views consumers not merely as users, but as active partners in the circular economy chain.
One notable breakthrough is a digital waste take-back collaboration through partnership with Rekosistem, a clean and climate-tech service provider. Through the Rekosistem application, consumers can sort used packaging from Kao products and deposit waste at the nearest Waste Station.
“They can also monitor the waste tracking and reporting process transparently through the brand catalogue,” the company stated.
The digital waste take-back programme was formally launched coinciding with National Waste Care Day (HPSN) on 21 February 2026. The Rekosistem platform integrates product packaging collection services from consumers with transparent tracking and reporting systems.
The digital waste take-back programme is designed to help companies meet regulatory obligations whilst encouraging consumers to jointly manage used packaging through an integrated supply chain technology ecosystem.
“This programme is designed to facilitate consumer participation in integrated waste management supported by supply chain technology,” Kao Indonesia management said.