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Beijing’s move to sharpen penalties for unauthorised rare earth production sent shares of major producers higher, as investors assessed a tougher enforcement regime that could curb illegal supply and reinforce China’s control over a sector central to clean energy, defence and advanced manufacturing.

China’s Ministry of Industry and Information Technology has opened public consultation on detailed penalty benchmarks under the Rare Earth Management Regulations, setting out how authorities should punish breaches involving mining, smelting, separation, product circulation and data reporting. The draft rules target companies and individuals that exceed state production quotas, operate without approval, process illicit raw materials, falsify traceability data or obstruct inspections.

The consultation runs until 28 May, adding another layer to a regulatory structure that took effect on 1 October 2024. The framework places rare earth mining, smelting and separation under a “total control” system, giving Beijing formal authority to set production limits and police flows across the supply chain. The new penalty table is designed to narrow discretion in enforcement by grading violations according to value, volume, frequency and consequences.

Rare earth-linked equities climbed in Shanghai and Shenzhen after the announcement. China Northern Rare Earth, China Rare Earth Resources and Technology, Huahong Technology and other names tied to mining, processing and permanent magnets moved sharply higher during Wednesday trading. The rare earth permanent magnet segment also advanced, helped by firmer prices for praseodymium-neodymium products and stronger first-quarter earnings from leading producers.

Investors read the draft as a supply-side signal. Stricter penalties could reduce unapproved output that has historically weighed on pricing during periods of weak demand. For larger quota-holding groups, tighter enforcement may support margins by giving compliant producers a stronger position in pricing and procurement. China Northern Rare Earth reported a first-quarter net profit of about 918 million yuan, more than double the level a year earlier, helped by higher average prices for core rare earth products. China Rare Earth Resources and Technology also posted a sharp rise in quarterly profit as prices for selected products improved.

The proposed penalties are substantial. Unauthorised smelting and separation, misuse of rare earth mineral products by recycling or comprehensive utilisation companies, and trading in illegal rare earth products can lead to confiscation of products, unlawful income and related equipment. Fines may reach five to 10 times unlawful gains, while cases with no gain or gains below defined thresholds can still attract penalties running into millions of yuan. Serious breaches can result in business licence revocation.

Traceability is a central element of the enforcement push. Companies that fail to record, upload or maintain data on product flows face fines and possible suspension if they refuse to rectify violations. The system is intended to make it harder for illegal ore, semi-processed products or recycled materials to enter formal supply chains undetected. It also strengthens the state’s ability to align domestic output with industrial policy, export controls and strategic stockpiling objectives.

Rare earths comprise 17 elements used in permanent magnets, electric vehicles, wind turbines, smartphones, robotics, missile guidance systems, radar, drones and precision equipment. China accounts for roughly 70 per cent of global rare earth mining and an even larger share of processing, refining and magnet manufacturing. That position gives Beijing significant influence over a supply chain that remains difficult and costly for other economies to replicate.

The policy shift comes against a backdrop of heightened competition over critical minerals. Export controls introduced in 2025 placed rare earth materials and related technologies at the centre of trade negotiations and industrial security planning. Licensing delays and tighter availability of high-performance magnets have already affected downstream manufacturers, particularly in automotive, electronics and defence-linked industries.

Western governments and companies are trying to build alternative supply chains, but progress remains uneven. Mining projects in the United States, Brazil, Australia, Greenland and parts of Africa have attracted capital, while magnet-making and separation capacity outside China remains limited. Processing is the central bottleneck, requiring specialised technology, environmental safeguards and long approval timelines. New ventures can take years to move from exploration to commercial output, leaving buyers exposed to Chinese policy decisions.

Environmental enforcement is also part of the equation. Illegal mining and poorly controlled processing have caused soil, water and radioactive waste concerns in several producing regions. Tougher penalties can be framed not only as an industrial strategy but also as an attempt to reduce pollution, consolidate smaller operators and push production towards state-backed or better-capitalised firms.

The grand opening ceremony welcomed a distinguished lineup of guests, including Wang Ning, Chairman and CEO of Easyhome; Tuan ACP Wan Azlan, Subang Jaya Police Chief; Tan Shyong Shan, Staff Officer for Enforcement (Inspector-General of Police’s Office); Vincent Lee Seng Chiang, CEO of Nanyang Siang Pau; Li Zhiqiang, Vice President of CECA and General Manager of China Telecom Malaysia; Dato’ Sri Dr. Philip Ho, CEO of Pavilion Group; KH Lim, Founder and CEO of Senheng; Dato’ Abdul Wahab, Advisor to Pavilion Group; and General Manager Xue Yaqi.

Strategic Entry into Southeast Asia

Wang Ning expressed strong confidence in Malaysia’s development prospects, positioning the country as a key starting point and strategic hub in the company’s global expansion roadmap.

He noted that as China’s manufacturing capabilities continue to advance, its products have become increasingly competitive globally, making international expansion an inevitable direction. At the same time, younger consumer demographics worldwide are driving demand growth, further reinforcing the push into overseas markets.

Malaysia’s mature business environment, openness to foreign investment, and strategic role as a gateway to Southeast Asia were key considerations. Moving forward, Easyhome Mall will serve as a base to expand into Southeast Asia, as well as into the Middle East and Central Asia.

Wang also revealed that the internationalisation strategy began approximately three years ago, with Malaysia being the first large-scale overseas implementation. Over the next three years, the company plans to strengthen its local supply chain and expand into key cities such as Johor Bahru and Penang, alongside other major regional markets.

A New Benchmark in Home & Lifestyle Retail

Established in 1999, Easyhome has grown into one of China’s leading home furnishing retail groups, operating nearly 400 stores nationwide. Its business ecosystem spans design services, furniture and building materials retail, smart logistics, and commercial operations, with strong emphasis on customer-centric service standards.

The Malaysia debut represents a replication of its proven “one-stop home solution” model, integrating China’s advanced supply chain with local consumer needs to deliver a seamless and innovative retail experience.

The project is developed in collaboration with Pavilion REIT, combining operational expertise and resource strengths to establish a benchmark for China–Malaysia commercial cooperation.

Empowering Smart Living Through Innovation

A representative from Pavilion REIT noted that the opening of Easyhome Mall marks a new phase for the Subang project, reflecting continuous upgrades and transformation to better serve the local community.

As technology reshapes lifestyles, homes are evolving into more intelligent and interconnected spaces. In response, Easyhome Mall introduces a new retail concept that integrates smart home technologies with modern living experiences, bringing a new dimension to Malaysia’s retail landscape.

A Fully Integrated One-Stop Home Destination

General Manager Xue Yaqi highlighted that home-related consumption typically involves multiple stages—from design and renovation to building materials, furniture, and appliances—often requiring consumers to visit multiple locations.

Easyhome Mall addresses this by consolidating the entire value chain into a single destination, enabling a seamless one-stop shopping experience. The “what you see is what you get” concept reduces information gaps and enhances decision-making efficiency.

This integrated model allows consumers to complete their home planning and purchasing journey within one space, significantly improving convenience and overall experience.

Comprehensive Lifestyle Offering

Located in USJ 1, Subang Jaya, Easyhome Mall is easily accessible via major highways including KESAS, NKVE, ELITE, and the Subang–Kelana Jaya elevated highway, as well as nearby LRT and BRT stations.

The mall features a carefully curated, multi-level layout:

Driving Digital Transformation

Easyhome’s expansion is supported by its digital ecosystem, including platforms such as Doorverse, Homestyler, and Easyhome IoT.

Homestyler, developed in collaboration with Alibaba Group and enhanced through AI technologies with NVIDIA, enables advanced 3D design and immersive user experiences.

The Doorverse platform has achieved rapid growth, surpassing RMB100 billion in gross merchandise value within three years, reflecting the strength of Easyhome’s digital capabilities.

These technologies support the transition from traditional retail to a digitalised industry service platform, enhancing both operational efficiency and customer experience.

Strengthening Regional Presence

Malaysia represents a key milestone in Easyhome’s global expansion and serves as its first large-scale integrated overseas development. Following earlier ventures in Phnom Penh and Macau, the Kuala Lumpur launch marks a deeper commitment to Southeast Asia.

Beyond retail, Easyhome Mall acts as a platform connecting high-quality Chinese home furnishing brands with the Malaysian market, while simplifying the traditionally complex home furnishing process into a more efficient and enjoyable experience.

Looking ahead, Easyhome plans to further integrate its supply chain, establish overseas warehousing, and support the global expansion of Chinese home brands—from product export to full-scale internationalisation of brands and manufacturing.

Grand Opening Highlights

The opening ceremony featured lion dance performances and a series of promotional activities, including exclusive offers and “crazy sales” deals, attracting strong public turnout and long queues from early morning.

The successful launch of Easyhome Mall marks a promising beginning in Malaysia and sets the foundation for continued growth across the region.

Hashtag: #easyhomemall #onestophomefurnishing #furnituremall

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The company recently marked its eighth consecutive participation at Indo Intertex Expo in Jakarta, where it showcased new opportunities for viscose and lyocell fibres and strengthened relationships across the textile value chain. The exhibition brought together suppliers and buyers seeking new product ideas and business opportunities, giving APR a platform to deepen collaboration and expand market connections.

Central to APR’s Jakarta presence was a showcase featuring seven partner companies spanning spinning, weaving, knitting and garment manufacturing. By presenting these partners together, APR, a member of the RGE group of companies founded by Sukanto Tanoto, demonstrated the interconnected ecosystem underpinning Indonesia’s textile sector and the shared value created through close collaboration between fibre producers and downstream manufacturers.

A highlight of the showcase was a dedicated display of lyocell fabrics designed for batik applications. Batik, the wax-resist dyeing craft recognised by UNESCO as part of Indonesia’s cultural heritage, remains central to the nation’s textile identity. Lyocell’s compatibility with traditional dyeing methods offers artisans the opportunity to combine heritage craftsmanship with modern fibre innovation.

Building on this momentum, APR continued its engagement in India through participation in the Fibers & Yarns Expo in Mumbai, one of India’s premier textile trade fairs and a vital networking platform for the country’s extensive supply chain. The event enabled APR to deepen market engagement, forge new partnerships and reconnect with a rapidly expanding customer base.

At the Mumbai exhibition, APR introduced BVF, a finer denier viscose engineered for fine count spinning applications and targeting premium segments such as high-end fashion, athleisure, intimate apparel and home textiles. The Indian market continues to present significant growth potential as manufacturers seek reliable fibre supply, consistent product quality and proactive technical support to meet evolving consumer demands both domestically and internationally.

Sachin Malik, Commercial Head, Asia Pacific Rayon, said: “In the current market scenario, success is not a solo pursuit. It is about how effectively we integrate into our customers’ reality. Our strategy in Indonesia and India demonstrates that fibre producers must align their growth with the success of customers and the wider textile value chain.”

As regional supply chains face increasing pressure to become more resilient, APR’s exhibition strategy underscores a clear message: in textiles, competitive advantage is built not through scale alone, but through trusted partnerships that deliver stability, technical expertise and shared progress.
Hashtag: #RGE #APR #viscose #rayon #Indonesia #India

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About Asia Pacific Rayon

Asia Pacific Rayon (APR), based in Indonesia, is Asia’s first fully integrated viscose rayon producer, from plantation to fibre. APR, which has a capacity of 325,000 tons per year, is located in Pangkalan Kerinci, Riau Province, Indonesia. APR is committed to becoming a leading viscose staple fibre producer with the principles of sustainability, transparency and operational excellence, and serving the interests of the community, country and climate, while providing value to customers. APR is part of the RGE group of companies.

The program has brought in local recycling startup The Loops Hong Kong (“The Loops”) as its strategic partner. By leveraging advanced recycling equipment and a well-established processing system, the initiative introduces a breakthrough approach—rinse-free recycling. Customers no longer need to wash out bottles or disassemble components. Instead, they simply hand over used fragrance bottles or skincare cosmetics containers to store staff for collection. The materials are then sent to The Loops’ Hong Kong facilities for processing and ultimately transformed into recycled resources—lowering the barrier to recycling and making participation far more convenient.

Hong Kong’s first rinse-free recycling program

“Green is Eternal” is built on two key advantages: rinse-free and all brands. It greatly simplifies the recycling process—customers do not need to wash away any residue left in the bottles, nor do they need to remove decorative elements from packaging. Eligible glass or plastic bottles can be handed directly to store staff at designated Eternal Beauty locations to complete the recycling process.

The eligible recycling scope includes fragrance bottles, skincare product bottles, home fragrance bottles, and cosmetics packaging from various brands. Excluded from the program are personal care products (such as shampoo and hair-care products, body wash, body-care products, aerosol spray containers, and makeup tools), as well as fragrance bottles with a capacity of less than 10ml.

To encourage widespread public participation, the program features an incentive mechanism: for every eligible fragrance or skincare cosmetics bottle recycled, customers receive an electronic stamp. After collecting 10 electronic stamps, they can redeem them for a shopping voucher.

The program is already up and running at the Group’s eight outlets and offices across Hong Kong. The Group has also provided dedicated environmental recycling training for frontline staff to ensure the recycling process is standardized, efficient, and seamlessly woven into everyday customer service. Throughout the year, the Group will collaborate with a local charity to host recycling facility tours, guiding the public and students through the inner workings of recycling operations—raising environmental awareness and helping cultivate lasting recycling habits.

Beyond recycling: Advancing sustainability at the community level

“Green is Eternal” is more than an environmental recycling initiative—it is a structured sustainability project that blends retail-based education with deep community engagement. According to industry data, packaging is one of the major sources of carbon emissions in the sector. Furthermore, recycling fragrance and makeup bottles poses significant challenges due to the complexity of residual ingredients, which limits the adoption of recycling practices and results in persistently low voluntary recycling rates for these containers.

Drawing on its industry expertise, the Group partners with The Loops to tackle the challenges of traditional recycling through professional technology. The company also works with community organizations to build an educational and awareness platform, bringing employees, community members, and students into recycling facilities for in-depth environmental learning, while encouraging the public to integrate recycling into daily life. The goal is to establish a sustainable corporate model that is both socially responsible and environmentally friendly.

Wendy Lau, Executive Director of Eternal Beauty and Chairperson of its ESG Committee of the Group, commented: “Understanding the core challenge in traditional recycling systems—that customers are required to put in effort to clean bottles—explains why many people give up on participation. We are delighted to work with The Loops, whose advanced recycling system and equipment can effectively address the impact of residual ingredients in fragrances and cosmetics, truly enabling rinse-free recycling. We hope this program motivates more customers to take the initiative in environmental protection and, together with our partners, promotes sustainable development across the fragrance and beauty industry.”

Jorch Wong, Founder of The Loops Hong Kong, added: “This program marks a major milestone for sustainability in the fragrance and beauty industry. In recent years, while the number of recycling programs has increased, recycling fragrance and beauty packaging has remained difficult and cumbersome, leading to persistently low recycling rates for this category. As an industry leader, Eternal Beauty has proactively taken the lead in launching Hong Kong’s first rinse-free recycling program. This not only strengthens consumers’ environmental awareness but also helps the public build long-term recycling habits—an important encouragement for the entire recycling industry and a replicable model for sustainable development.”

As a leader in China’s fragrance industry, the Group fosters sustainable development through four key pillars: Environment, People, Product, and Community, while actively fulfilling its corporate social responsibility. Following the successful launch of “Green is Eternal” in Hong Kong, the Group aims to expand the program to its distribution points across Mainland China within the year—strengthening environmental collaboration between Hong Kong and Mainland markets, extending the program’s environmental impact, and encouraging the broader industry to move toward sustainability.

Note: The recycling scope does not include personal care products (such as shampoo and hair-care products, body wash, body-care products, aerosol spray containers, and makeup tools), nor fragrance bottles with a capacity of less than 10ml.

Green is Eternal Collection Points:

For campaign details, please visit https://www.eternal.hk/green-is-eternal/campaign.

Hashtag: #EternalBeautyHoldings

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About Eternal Beauty Holdings Limited (Stock Code: 6883.HK)

Eternal Beauty Holdings Limited is the largest perfume group (apart from brand-owner perfume groups) in China (including Hong Kong and Macau) in terms of retail sales in 2023. It primarily sells and distributes products procured from third-party brand licensors, and deploys market for these brand licensors, offering such services as brand management, and designing and implementing customized market entry and expansion plans for their brands. The Group boasts large and diversified brand portfolios that include not only perfumes, but also color cosmetics, skincare products, personal care products, eyewear and home fragrances. As at 30 September 2025, it conducted product distribution and market deployment for a total of 74 external brands, including Hermès, Van Cleef & Arpels, Chopard, Albion and Laura Mercier, with products in different pricing tiers and of versatile features that meet the differentiated demands of consumers in Chinese Mainland, Hong Kong and/or Macau.

About The Loops Hong Kong

The Loops, founded in 2019, is Hong Kong’s premier one-stop recycling center, offering door-to-door collection, sorting, and reporting. Handling over 40 recyclable types in a single basket, we simplify waste management for homes and businesses, provide real-time ESG data, innovative food waste recycling, and dirty recycling services, fostering sustainable practices. The Loops also empowers disadvantaged homemakers with flexible work, supports families, and transforms waste into resources for a sustainable future through a circular economy.