Discarded plastic becomes chairs, and old clothes are crafted into new bags. This is all possible thanks to “upcycling” — a process that not only recycles wastes but also transforms them into new products. Upcycling reduces waste while creating valuable and practical items, giving them new value.
LG Energy Solution joins the movement toward upcycling, repurposing end-of-life battery materials into useful everyday goods. This initiative launches BetteReturn, the first project of the RE:ALL campaign, which aims to establish a circular economy for battery resources.
To learn more about this meaningful project, we spoke with the Marketing Communication Team, led by Taeyeon Kwon and including Jihyun Kim, Hyang-in Lee, and Jaehun Koo, who have been behind this campaign.
The RE:ALL Campaign, LG Energy Solution’s Commitment to Resource Circulation
“RE:ALL” in the RE:ALL campaign is a combination of “RE-,” representing circulation and “All,” symbolizing everything within the entire battery ecosystem. Its pronunciation echoes “Real,” embodying LG Energy Solution’s sincere commitment to resource circulation.
Launched in celebration of World Environment Day, the RE:ALL campaign was designed to promote the value of Perfect Closed Loop, LG Energy Solution’s battery resource circulation system, and further work toward establishing a structured framework for resource circulation. LG Energy Solution has planned this mid-to-long-term campaign to share its efforts and values in battery reuse, recycling, and other eco-friendly initiatives for a sustainable future.
Returning Separators in a Better Form: What is the BetteReturn Project?
In June 2024, LG Energy Solution announced BetteReturn as the first project under the RE:ALL campaign. Meaning “returning in a better form,” BetteReturn is a circular economy project that upcycles discarded battery separators into everyday-use goods, with sales proceeds supporting ecosystem restoration and environmental purification efforts.
The Marketing Communication Team, which leads this campaign, went through an in-depth planning process to develop a theme that would be accessible for everyone in daily life. They noticed the growing trends of recycling and upcycling. Naturally, their focus evolved toward waste materials generated during battery production and developed the project around the concept of waste upcycling, specifically for battery separators.
Separators were chosen for upcycling because they play a key role in battery safety and product protection. As a core material, they symbolize LG Energy Solution’s commitment to high quality and safety, values embedded in its batteries.
“We focused on upcycling battery waste into practical goods for everyday use to effectively convey LG Energy Solution’s ‘Perfect Closed Loop’ vision and customer value,” emphasized Team Leader Taeyeon Kwon. “Beyond simple recycling, we aimed to reinvest the proceeds from goods sales in society, contributing to ecosystem conservation and establishing a closed-loop resource circulation through a single campaign.”
BetteReturn Goods: The Trio of Recycling, Practicality, and Design in Perfect Synergy
For this project, LG Energy Solution collaborated with Right Route, a recycling technology company that has developed a proprietary patented technology for transforming discarded battery separators into textile materials. The Texnic fabric, created from recycled battery separators, was used to produce various goods.
Texnic fabric is exceptionally lightweight, highly durable, and offers long-lasting water resistance, making it an ideal material for supporting the project’s goal of a wide range of product applications.
For this reason, BetteReturn goods, including compact crossbody bags, book covers, and tablet pouches, were made with Texnic fabric. These items were designed to cater to the modern professional’s lifestyle, making them perfect for the office, business trips, travel, and leisure. These items were not just upcycled but crafted with great attention to design. The overall design concept was established as “Premium Specialty,” emphasizing a refined and professional aesthetic. The sleek black exterior highlights a sophisticated and polished look, while LG Energy Solution’s Promotion Identity (PI) on the front enhances design harmony. Additionally, the brand’s signature “Infinite Tiffany” color symbolizes a bright and dynamic brand identity.
The RE:ALL campaign’s message was embedded into the unique design. Markings on both the interior and exterior of the products indicate they were made from upcycled battery separators. Moreover, icons representing the key strengths of the material—water resistance, lightweight properties, hardness, and durability—were prominently displayed. These icons not only highlight the inherent advantages of battery separators but also serve as a reminder that users are actively engaging in resource circulation in their daily lives.
Lastly, the products’ high practicality improves everyday usability. The interior of the pouches features multiple compartments of varying sizes, allowing for the efficient organization of items such as documents, tablets, and writing instruments. This thoughtful layout ensures that users can neatly store their essentials while maintaining a clean and organized space.
Behind-the-Scenes Stories and Future Plans of RE:ALL: The BetteReturn
The Marketing Communication Team is conveying the value of resource circulation through upcycled goods in BetteReturn, the first project under the RE:ALL campaign. In this interview, we’ll take a closer look at the behind-the-scenes stories of the campaign and what’s ahead.
Q. What made you select this recycling technology company?
Their commitment to sustainability aligned well with LG Energy Solution’s strategic direction. They had a clear understanding of the carbon emissions generated by waste and were developing innovative recycling solutions to support a sustainable future. Notably, they have proprietary technology that maintains the original membrane structure of separators, which consists of micropores, while transforming them into textile materials. Furthermore, their recycling process does not require water or chemicals, making them an ideal partner for this project.
Q. What has been the response to the BetteReturn goods?
The response has been overwhelmingly positive, far exceeding our expectations, and we are truly grateful for the attention from so many people. We felt especially excited and rewarded when we spotted people carrying BetteReturn goods in subways and on the streets. Our team shared these moments in real time, celebrating the impact of our efforts. Since this is LG Energy Solution’s first upcycling project, we faced various challenges along the way. However, the experience has been incredibly meaningful and rewarding beyond what we had anticipated.
Q. What is the future outlook for BetteReturn goods? Will they continue to be produced?
BetteReturn goods were developed as part of the campaign and currently available in three product lines. Moving forward, we plan to upcycle battery separators in more effective and creative ways to expand the range and develop a wider variety of goods. Instead of focusing solely on only sustainability in separator recycling, we aim to reflect the company’s values in the Ensol 2.0 era, pursuing qualitative enhancements as well. As part of this effort, we will improve product marketability by conducting rigorous research and refining design and usability. Many LG Energy Solution employees shared creative ideas for future products during the campaign, and we are working on incorporating them into our next projects. We hope you will look forward to what is coming next.
Q. What are your future plans for the RE:ALL campaign?
The RE:ALL campaign will continue as a mid-to-long-term initiative, aligning with LG Energy Solution’s Perfect Closed Loop strategy. It began with upcycling discarded battery separators, but in the long run, we are considering expanding the campaign to incorporate battery reuse and recycling, linking it with practical business initiatives. However, we must carefully assess the feasibility of commercialization and engage in discussions with relevant departments before determining a clear direction for implementation.
Q. What is LG Energy Solution’s ultimate vision for ESG initiatives like the RE:ALL campaign?
Through public-facing campaigns, we aim to showcase the impact of our energy circulation technologies on the environment and local communities, while emphasizing the actions needed to prepare for future generations. Beyond the mere dissemination of information, we aspire to resonate with individuals, inspiring authentic engagement and creating a lasting impact. We aim to shape a future that is cleaner, more convenient, and full of infinite possibilities through these endeavors.
We at the Marketing Communication Team will continue developing campaigns that engage not only customers but also various stakeholders and end-users. We would appreciate your continued interest and support!
We’ve spoken with Team Leader Taeyeon Kwon, Jihyun Kim, Hyang-in Lee, and Jaehun Koo from the Marketing Communication Team, who led BetteReturn, the first project of the RE:ALL campaign. Their dedication to making resource circulation more relatable to the public was truly impressive. The team’s innovative approach to upcycling battery separators, known for their role in battery safety, into stylish and practical goods, was particularly inspiring. Moving forward, LG Energy Solution is committed to leading the way in realizing sustainable values through the RE:ALL campaign and other ESG initiatives for a greener future.
