NAWA

What NAWA does

NAWA (주식회사 나와), founded in October 2022 in Sejong-si, South Korea, by CEO Seo Young-ho and a founding team of university students, is an early-stage environmental technology company that designs, manufactures, and rents automated hardware for disposable-cup recycling. Its flagship product, Cupggiri, is a smart waste bin that integrates residue emptying, washing, sanitizing, drying, and compression of paper and plastic cups in a single device, eliminating manual pre-rinsing and compressing cups to roughly one-tenth of original volume. The company has extended the Cupggiri line into horizontal, vertical (in development), outdoor, and data-collection variants, and in 2026 launched the ORBIO tumbler sub-brand featuring a proprietary internal coating that permits cleaning with water alone.

NAWA's commercial model combines a B2B/B2G rental-plus-maintenance motion (Cupggiri) with direct hardware sales via the orbio.kr e-commerce storefront and international export partnerships (ORBIO tumbler). Pricing is anchored on a low monthly maintenance fee of approximately 2,000 KRW (~$1.50) per unit, with device rental terms disclosed via inquiry rather than public price list. The customer base spans Korean universities (Korea University Sejong, SeoulTech, Jeju National, Hongik Sejong), events and festivals (Jeju International Convention Center, Sejong Festival), and a sustained commercial deployment at the noroshi.kobe café in Kobe, Japan, where collected cups are converted into fertilizer for a lime farm that supplies the café.

The company expanded internationally in 2024 with a Tokyo subsidiary housed in Sinanen Holdings' SEESAW building and supported by Mizuho Bank Seoul Branch, and has since signed distribution and technology partnerships across Japan, the Philippines, USA, Vietnam, Singapore, Turkey, Denmark, China, and parts of Africa. Its distribution strategy leverages KOTRA-supported trade programs, CES/SusHi Tech/NextRise conference participation, and a network of 13 institutional and 28 corporate MOUs. NAWA holds pending domestic and international patents, five registered trademarks, ISO 9001/14001/25001, KC, KOLAS, and IGSC Zero Waste Silver certifications, and was recognized in Forbes Korea 30 Under 30 (Social Impact, 2026). Revenue, headcount (1-10 employees), and funding remain undisclosed.

Name

NAWA

Legal name

주식회사 나와

Website

https://nawa.kr

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

NAWA (주식회사 나와) designs and rents the Cupggiri smart bin, which automatically washes, sanitizes, dries, and compresses disposable cups, and sells the ORBIO self-cleaning tumbler. It serves Korean and Japanese universities, events, cafés, and ESG-focused enterprises with a low-cost rental-plus-maintenance model.

Ownership category

akta.pro rank

Product category

Smart Recycling Equipment

NAICS

Waste Treatment and Disposal (5622)

SIC

Refuse Systems (4953), Industrial & Commercial Fans & Blowers & Air Purifing Equip (3564)

akta.pro primary industry

Waste Management & Smart Sanitation (Facilities) (HSAPAPAM)

akta.pro secondary industries

Advanced/Optical Sorting & Quality Control Services (NIR, AI, Robotics) (BPALADAH), Industrial Waste Handling & Compaction Equipment (Balers, Compactors) (IMAHALAI)

Keywords

• Smart waste bins
• Cup recycling systems
• Circular economy solutions
• Automated waste management
• Disposable cup recycling

Headquarters

HQ city

Sejong-si

HQ country

South Korea

HQ region

Asia

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Technology or R&D, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Cupggiri Rental & Maintenance: Revenue from rental contracts of Cupggiri smart waste bin devices (monthly rental with maintenance included), supplemented by direct product sales of ORBIO tumblers
2. ORBIO Tumbler Product Sales: Direct export sales of ORBIO tumbler products (NY ORBIO series) to international markets including Japan, Philippines, and the USA

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

NAWA manufactures and rents the Cupggiri smart waste bin, which automatically washes, sanitizes, dries, and compresses disposable cups while using AI to detect contamination. The company also sells ORBIO tumblers through its orbio.kr e-commerce platform, applying proprietary coating technology designed to extend product lifespan.

Product overview

NAWA offers smart garbage bin solutions for disposable cup recycling under the Cupggiri brand, including horizontal and vertical models for disposable cups, plus a data collection variant. The company recently launched the ORBIO tumbler sub-brand featuring proprietary coating technology. All products aim to increase cup recycling rates from the current 1% global average through automated washing, sterilization, drying, and compression of disposable cups.

Differentiator

Problem solved

Functional benefit

Brands

• ORBIO (오르비오): Tumbler brand featuring proprietary internal coating technology that allows cleaning with water alone without detergent; antibacterial properties; NY ORBIO series targeting New York market; launched for export to Philippines and US markets.
• 컵끼리 (Cupggiri / Cupkkiri)

Products and services

• Cupggiri Horizontal Type Horizontal-type smart waste bin that automatically washes, sanitizes, dries, and compresses disposable cups using AI contamination detection. Designed for high-traffic venues such as universities, corporate offices, events, and government facilities.
• Cupggiri Vertical Type Vertical-type smart waste bin offering the same automated wash-sanitize-dry-compress cycle and AI contamination detection in a smaller footprint. Targeted at venues with limited floor space that still require high-volume cup recycling.
• Cupggiri Data Collection Type Data-collection variant of the Cupggiri smart bin that aggregates recycling and usage data for institutional reporting, ESG tracking, and circular economy performance measurement.
• ORBIO Tumbler Reusable tumbler with proprietary ORBIO coating that extends usable life and reduces disposable cup consumption. Sold to consumers and institutional buyers through NAWA's orbio.kr e-commerce channel.

Quantifiable outcome

• Increases disposable cup recycling rate from 1% to 20-30% through automated cleaning and compression
• +5 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature6 records

Partnerships

21 partnerships are on record, tiered minor and core.

• Achievement Realty Corp (ARC)minorChannel Partner/ Reseller/ Distributor · 6 April 2026Large-scale real estate developer and special economic zone operator in the Philippines. Impressed by ORBIO tumbler's ability to be washed with only water (no detergent needed). Discussing tumbler introduction for large-scale projects.
• MENRA International CorporationcoreChannel Partner/ Reseller/ Distributor · 6 April 2026Philippines-based global trading company focused on distribution channel expansion. Recognized market potential for ORBIO tumbler products and proposed importing and distributing throughout the Philippines. Priority sample export agreed.
• Bridge LeafcoreGTM or Marketing Partner · 19 March 2026Strategic MOU for Global POC and New York market innovation. Bridge Leaf supports NAWA's product export to North America and Europe, providing localization strategy, brand building, distribution and digital marketing infrastructure. First priority is exporting ORBIO tumbler NY series, followed by Cupggiri deployment.
• Jay Consultant (재팬 컨설팅)coreImplementation/ SI/ Consulting Partner · 7 May 2025Japanese consulting company supporting NAWA's Japan market entry with local business consulting and market intelligence.
• Korea Invention Promotion Association Sejong Branch (한국발명진흥회 세종지부)minorStrategic or Co-development Partner · 23 April 2025MOU for intellectual property-based startup support and cooperation.
• Mondragon University Seoul Lab (몬드라곤 대학 서울랩)minorStrategic or Co-development Partner · 28 March 2025Spanish Mondragon University Seoul Lab visited NAWA for potential collaboration on sustainability and circular economy research.
• PCCW GlobalStrategic or Co-development Partner · 19 March 2025Strategic MOU to enter the Japanese market via PCCW Global's infrastructure and network capabilities, supporting NAWA's technology deployment in Japan.
• GrowithminorStrategic or Co-development Partner · 20 February 2025Partnership for sustainable technology innovation; details on specific collaboration areas from the MOU signing.
• Woosong University / Woosong Information College (우송정보대/우송대학교)minorStrategic or Co-development Partner · 14 February 2025MOU for mutual cooperation and shared ESG objectives with university sector.
• tlootominorStrategic or Co-development Partner · 13 January 2025MOU signed at CES 2025 for technology and market collaboration.
• Nature Love (자연사랑)minorStrategic or Co-development Partner · 6 January 2025Korean ESG company that aggregates environmentally-focused companies, supports policy practice, and operates a nature portal. MOU for mutual cooperation to promote eco-friendly products based on shared SDGs goals.
• HAZEcoreChannel Partner/ Reseller/ Distributor · 3 December 2024Korean-Japanese IT startup company builder supporting Korean startups' Japan market entry. HAZE provides business development, Japanese digital marketing education, market research, and newsletter services. Connected NAWA with AdriveWorks for the norosi.kobe project.
• Niterra (니테라 / Venture Lab Tokyo)minorStrategic or Co-development Partner · 6 November 2024Japanese diversified company (formerly NGK Spark Plug) visiting NAWA for open innovation discussions in environmental energy field. Niterra operates Venture Lab Tokyo for startup collaboration in environment, mobility, healthcare, and ICT.
• AdriveWorks (애드리브웍스)coreStrategic or Co-development Partner · 20 September 2024Japanese startup studio and accelerator operating 'triven' community (6,000+ Japanese entrepreneurs) and 'norosi' startup studio. Partnership enables NAWA to explore new business opportunities in additional Japanese regions beyond Tokyo.
• Matched (매치드)coreChannel Partner/ Reseller/ Distributor · 21 May 2024Korean startup matching platform supporting NAWA's Japan market entry via Global Bridge On Tokyo program and partnership facilitation at SusHi Tech Tokyo, IVS2024, and Startup Japan Expo.
• WEADcoreStrategic or Co-development Partner · 15 May 2024Japanese company that upcycles paper cups into fertilizer. Partnership goes beyond cup recycling to create new value by converting collected cups into compost, supporting circular economy model.
• Greengrim (그린그림)minorStrategic or Co-development Partner · 23 April 2024Korean circular startup with biodegradable plastic (PLA) platform covering manufacturing, distribution, collection, and composting. Partnership to combine Cupggiri recycling with biodegradable cup alternatives for comprehensive circular economy.
• Stayjungle Foodlab (스테이정글 푸드랩)minorStrategic or Co-development Partner · 23 April 2024Korean food tech company operating a maker space focused on food tech. POC program partner for Jeju beer festival Cupggiri deployment. Partnership for integrated food service environmental solutions.
• Sinanen Holdings (시나넨 홀딩스)coreStrategic or Co-development Partner · 26 March 2024Japanese energy conglomerate providing business incubation support for NAWA's Japan subsidiary. NAWA is housed at Sinanen Holdings' SEESAW building in Minato-ku, Tokyo. Sinanen Holdings supported NAWA's Japan market entry with business consulting and local network access.
• GEUMA (금아 기업)minorStrategic or Co-development Partner · 11 January 2024Korean smart farm housing technology company (selected as venture company by the Ministry of SMEs and Startups). Partnership for domestic and international market expansion and technology collaboration using GEUMA's manufacturing capabilities for NAWA's cup sterilization technology.
• KT&G 상상유니브 충남 사무국minorStrategic or Co-development Partner · 15 November 2023Social contribution program of KT&G supporting youth culture and ESG activities. Partnership to activate NEW Cupggiri project at Korea University Sejong Campus and expand ESG environmental initiatives.

Scale indicators10 records

Recent moves7 records

Expansion highlights6 records

Regional players

• Sielaff: German manufacturer of reverse vending machines for beverage containers. Comparable on hardware form factor and deposit-return business model; primarily European footprint, providing a geographic complement to NAWA's Asia-led expansion.
• RVM Systems (Anker Andersen): Danish reverse vending machine manufacturer. Comparable on deposit-return hardware model serving retailers and venues, primarily in European and emerging markets.

Direct peers

• Compology: Smart sensors and analytics for waste and recycling bins, providing route optimization and contamination insights. Comparable to the data-collection variant of Cupggiri and similar in serving commercial waste haulers and ESG-focused facility operators.
• AMP Robotics: Applies AI and robotics to material recovery facilities to sort recyclables including containers. Comparable to NAWA in the AI-driven recycling-technology category and in target customers (waste management operators and brand owners pursuing circularity).
• ZenRobotics: AI-powered robotic waste sorting for commercial and municipal recycling. Comparable on technology approach (AI vision + robotic picking) and on serving MRF/waste-management buyers seeking to recover value from contaminated streams.
• Envipco: Manufacturer of reverse vending machines (RVMs) for bottles and cans. Comparable form factor and rental/return economics to NAWA's Cupggiri, with established deployments at retailers and venues globally.

Broad incumbents

• TOMRA: Global leader in sensor-based sorting and reverse vending machines for beverage containers. Comparable as an established recycling-technology incumbent; while TOMRA focuses on bottles/cans at MRF scale, its optical-sorting expertise is directly relevant to NAWA's AI cup classification roadmap.

Emerging players

• CupClub: UK-based reusable cup sharing/return service. Comparable on the disposable-cup sustainability mission; competing approach (reusable pool vs. recycling single-use) makes it a strategic alternative rather than a direct hardware rival.
• Glacier: AI waste-sorting robotics startup deploying vision systems at recycling facilities. Comparable emerging player in the AI-for-recycling category with similar customer profile to NAWA's enterprise recycling and corporate sustainability buyers.

Others

• Greiner Packaging: European packaging manufacturer investing in circular and recycled-content cup solutions. Comparable as an adjacent industry incumbent with deep corporate/retailer relationships and sustainability-program budgets that NAWA could partner with or compete against.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/nawa-korea

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about NAWA