Kuala lumpur: SK magic Malaysia has officially rebranded as SK intellix Malaysia, marking a significant shift towards AI-driven sustainability and innovation. The new name combines the notion of intelligence, represented by AI, with 'X' symbolizing limitless progress in redefining consumer well-being.
According to BERNAMA News Agency, the company stated that the rebranding reflects a broader vision, extending beyond eco-friendly appliances to encompass smart technology, continuous innovation, and enhanced consumer well-being. SK intellix Malaysia is committed to offering personalized AI-based solutions, exceptional customer experiences, and leading health innovations, particularly in the Health and Water categories.
The company aims to solidify its position as a trusted lifestyle and wellness brand in Malaysia by building an open and collaborative technology ecosystem. Managing Director Andy Kim emphasized that the shift from SK magic to SK intellix is not just a name change but the beginning of a new era for the company. This new identity supports future initiatives focusing on personalized AI-based consumer solutions and a stronger commitment to environmental, social, and governance (ESG) principles.
Furthermore, SK intellix Malaysia has signed a Memorandum of Understanding (MoU) with the Solid Waste Management and Public Cleansing Corporation (SWCorp), supported by the Korea Environment Corporation (K-Eco). This partnership supports the Extended Producer Responsibility (EPR) Policy Framework under Malaysia's Solid Waste Circular Economy Blueprint, as announced by Housing and Local Government Minister Nga Kor Ming. The company has been recognized for its leadership in applying ESG principles across the entire product life cycle and appointed as a member of the National Circular Economy Council (NCEC) for Solid Waste.
Andy Kim remarked that sustainability is embedded at every stage of SK intellix Malaysia's operations. The collaboration with SWCorp and K-Eco is a step towards supporting Malaysia's circular economy goals and promoting responsible waste management. The company believes that real impact begins with accountability and is committed to leading by example in shaping a sustainable future for the country.
A three-party MoU has been drafted between SWCorp, K-Eco, and SK intellix Malaysia to enhance regional cooperation and share best practices in waste management. In recognition of its achievements, SK intellix Malaysia has been invited to present at the NCEC event in October 2025 to share its circular economy strategies, ESG achievements, and measurable environmental outcomes.
The collaboration with SWCorp and K-Eco is seen as a crucial step in building a resilient and sustainable Malaysia. Through the circular economy and EPR responsibility, SK intellix Malaysia is driving the growth of an environmentally responsible and socially conscious industry, paving the way for innovations that benefit society, businesses, and the planet.