Muuse Is Making Reuse a Movement — And It’s Working!
We’ve upgraded! 🎙️ Our Future Green Member Spotlight series has levelled up — now featuring conversations in our brand-new podcast format.
For our very first episode, Heidi sits down with the sustainability champion Natasha from Muuse.
🎧 Listen to the full podcast interview here
In conversation with Heidi and Punam
The Return Revolution: How Muuse Is Ditching Disposables One Cup at a Time
Imagine borrowing your coffee cup the same way you’d borrow a library book or e-book – no deposit, no hassle, just a smarter way to enjoy your daily brew. That’s the bold, behavioural-shifting world Muuse is building, and Natasha is helping lead the charge in Hong Kong.
After nearly two decades of corporate experience driving Global and Regional Transformation Programmes, Natasha made the leap to Muuse in 2024 – a company she first discovered while leading internal eco initiatives at her former workplace. What started as an office pilot became a career-defining passion.
“It’s about changing behaviour,” Natasha says. “Disposables are so unnecessary – Muuse makes it easy, seamless, and even rewarding to reuse.”
Image Source: Muuse
Making Reuse the Easy Option – A Free Service for Users
So how does it work? In business districts like Hong Kong’s Taikoo Place, Muuse provides sleek stainless steel cups and food containers that customers can borrow (for free!) using Muuse app – then return at one of many smart bins throughout the area. It’s user-centric reuse, with zero friction. Muuse is also live at 34 Starbucks stores across Hong Kong where users can get their coffee served in a reusable cup and return it at any of these 34 stores.
With a whopping 99% return rate across four countries, Muuse has mastered circular design with real-life accountability. No deposits, no surprises – just return your container within 30 days, or pay for the container. That clear boundary keeps the system flowing smoothly.
The reuse model thrives in locations with repeat foot traffic: offices, stadiums, events, university & school campuses, & tourist spots. Places where habits form fast. And Muuse doesn’t just drop off containers and hope for the best – they design entire experiences: branded reusables, reverse logistics, signage, staff training, data dashboards, and promotions that reward participation.
Gamifying Green: Why Reuse Is Winning Hearts (and Leaderboards)
Natasha and team at Muuse don’t just rely on values – they fuel behaviour change with a smart mix of gamification, incentives, and culture-building. A recent month-long restaurant competition in Taikoo Place saw standout partner “Quarter” blow away the leaderboard with 3x more borrows than the runner-up.
Other perks? Regular promos like free drinks, dollar discounts at partner cafes which are regularly promoted on Muuse app. The message: doing the right thing should feel good – and be easier than the wasteful default.
Image Source: Muuse
Backstage at Coldplay: Going Big on Events
From Singapore’s Sundown Festival (drawing over 50,000 attendees) to Toronto’s Coldplay concerts, Muuse is reshaping how large-scale events manage waste. Their full-service reuse package includes everything: RFID enabled processes , custom branding, on-site staffing, and logistics down to the last rinse cycle. With a 99% return rate across all countries, and reusable cups used over 1,000 times, the system is proven to scale.
At Singapore’s Sentosa resort, Muuse helped divert more than 8,000 kilos of waste in a single year. It’s not just about less waste. For organisers, it’s about fewer headaches, better ESG reporting, and real cost savings after just a few events.
“Reuse works, but it needs scale and support,” Natasha notes. “We need policies that promote responsible waste management to encourage widespread adoption of reuse, making sustainability the standard rather than the exception.”
What’s Next for Muuse?
The future? Expanding deeper in Asia – into Korea, Australia, Taiwan – and embedding in more event venues, tourist attractions, and campuses. And yes, one day in Disneyland Hong Kong!
But wherever they go, the mission remains the same: design for humans, and the planet will benefit too.
As Natasha puts it: “Think about someone who doesn’t care about the environment – would they still use your system? If the answer is yes, that’s the goal.”
🎧 Catch the full interview with Natasha on the podcast — and get inspired to make reuse the new norm.
📲 Want to connect with Muuse or explore reuse for your business or event?
Reach out via their contact page or download their app from below.
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