Master Kong, a leading Chinese food and beverage brand, launched its environmental, social and governance (ESG) focused fashion show at the SS2026 Shanghai Fashion Week last Saturday, partnering with Donghua University's College of Fashion and Design and outdoor brand RICO LEE.

Themed "From food to fashion: plastic reborn, cycles of abundance", this landmark event not only marked the brand's first foray into fashion, but also became the first carbon-neutral "food-fashion crossover" case at this year's fashion week, underscoring its commitment to sustainable development.

The show's defining feature lies in its material revolution — every outfit on the runway was crafted from recycled packaging waste from Master Kong's production and consumption processes. Recycled beverage bottles (rPET) were transformed into lightweight, breathable and functional fabrics, while instant noodle forks were repurposed into stylish accessories — demonstrating "trash-to-treasure" circularity.

The collaboration unveiled nearly 60 looks across four collections. Each collection drew inspiration from Master Kong's iconic products.

"As a national brand, this show, co-created with top design talents, is a concrete action to practice ESG," Chen Yingrang, CEO of Master Kong Holdings, said. We will keep advancing the lightweighting, reuse, and recycling of packaging materials to make green, low-carbon living accessible to all."

Li Weigang, founder of RICO LEE, highlighted the collaboration's innovative value: "The trendiest outdoor wear can come from yesterday's beverage bottles; cutting-edge protection and full-scale environmentalism are not mutually exclusive." He added that this partnership isn't just about creating clothes, it's about mapping a feasible path for sustainable outdoor life.

Supported by low-carbon service platform CarbonNewture and third-party auditor CTI, the show officially obtained carbon-neutral certification. In addition, the show will be included in the annual projects of the United Nations Global Compact's "GDI for SDG" pilot initiative, as the only Chinese food enterprise awarded the "Forward Faster Early Mover" title in this field.