SK magic Malaysia Rebrands As SK intellix Malaysia With AI-driven Sustainability Focus

KUALA LUMPUR, Sept 11 (Bernama) – SK magic Malaysia is now known as SK intellix Malaysia, combining the meaning of intelligent, representing AI-based intelligence, and ‘X’ as a symbol of limitless progress in redefining well-being.

In a statement, SK intellix Malaysia said the rebranding reflects a broader new vision, going beyond eco-friendly appliances to smart technology, continuous innovation, and enhanced consumer well-being.

“With this identity, SK intellix Malaysia is committed to offering personalised AI-based solutions, exceptional customer experiences, and leading health innovations such as the Health & Water category.

“By building an open and collaborative technology ecosystem, SK intellix Malaysia aims to strengthen its position as a trusted lifestyle and wellness brand in Malaysia,” it said.

SK intellix Malaysia managing director Andy Kim said the company is evolving from a home appliances business into an AI-driven wellness platform with health, sustainability, and innovation at its core.

“Our rebranding to SK intellix Malaysia is not merely a name change; it signifies the beginning of a new era for our company.

“This new identity underpins all our future initiatives, from personalised AI-based consumer solutions to a more comprehensive commitment to environmental, social and governance (ESG),” he said.

Meanwhile, the South Korean SK Group subsidiary also 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 marks an important step in supporting the Extended Producer Responsibility (EPR) Policy Framework under the Solid Waste Circular Economy Blueprint launched in Malaysia, which was announced by Housing and Local Government Minister Nga Kor Ming.

“The company has also been appointed as a member of the National Circular Economy Council (NCEC) for Solid Waste , in recognition of its leadership in applying ESG principles across the entire product life cycle, from design and manufacturing to final disposal,” the statement said.

Andy said SK intellix Malaysia does not view sustainability as just a buzzword, but as something embedded at every stage of its operations.

“Through our collaboration with SWCorp and K-Eco, we are taking concrete steps to support Malaysia’s circular economy goals and lead by example in responsible waste management.

“We believe that real impact begins with accountability, and we are proud to play a role in shaping a more sustainable future for the country,” he said.

A three-party MoU has also been drafted between SWCorp, K-Eco and SK intellix Malaysia to strengthen regional cooperation and share industry 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, further reinforcing its position as a sustainability leader in the home appliances industry.

The statement said the collaboration with SWCorp and K-Eco marks an important step in building a more resilient and sustainable Malaysia.

“Through the circular economy and EPR responsibility, SK intellix Malaysia is helping to drive the growth of an environmentally responsible and socially conscious industry, paving the way for innovations that benefit society, businesses and the planet,” it added.

-- BERNAMA