Kuala Lumpur, 22 August 2025 — SK magic Malaysia has officially rebranded as SK intellix Malaysia, signalling a strategic transformation from a traditional home appliance provider into an AI-powered wellness platform company.
The rebranding reflects the company’s expanded vision beyond environmental appliances, encompassing intelligent technology, continuous innovation, and enhanced customer well-being. The new identity underscores SK intellix Malaysia’s ambition to integrate artificial intelligence into wellness solutions that support healthier, more sustainable lifestyles.
The name “intellix” combines “Intelligent”, representing AI-driven smart capabilities, with “X”, symbolising limitless progress and innovation in redefining wellness. Under this new brand, SK intellix Malaysia is committed to delivering AI-personalised solutions, elevated customer experiences, and health-focused innovations, including developments within its Health & Water category. By fostering an open and collaborative technology ecosystem, the company aims to further strengthen its position as a trusted wellness and lifestyle brand in Malaysia.
“Our rebrand to SK intellix Malaysia is more than a name change; it marks a new era for the company,” said Andy Kim, Managing Director of SK intellix Malaysia. “We are evolving from a home appliance business into an AI-powered wellness platform that places health, sustainability, and innovation at its core. This new identity lays the foundation for future initiatives, from AI-driven personalised solutions to deeper commitments in ESG.”
Strengthening Commitment to ESG and the Circular Economy
In line with its sustainability agenda, SK intellix Malaysia has signed a Memorandum of Understanding (MoU) with the Solid Waste and Public Cleansing Management Corporation (SWCorp), with support from the Korea Environment Corporation (K-Eco). The collaboration supports Malaysia’s Extended Producer Responsibility (EPR) framework under the Circular Economy Blueprint for Solid Waste, launched by Nga Kor Ming, Minister of Housing and Local Government, on 6 August last year.
Through this partnership, SK intellix Malaysia is positioned as a benchmark for sustainable waste and resource management in Malaysia. The company has also been appointed as a member of the Joint Committee of the National Circular Economy Council (NCEC), recognising its leadership in embedding ESG principles across the product lifecycle—from design and manufacturing to end-of-life recovery.
In addition, a trilateral MoU is being prepared between SWCorp, K-Eco, and SK intellix Malaysia to further strengthen regional cooperation and promote industry best practices in waste management.
“At SK intellix Malaysia, sustainability is embedded into every stage of our operations,” Andy Kim added. “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 meaningful impact begins with accountability.”
Pioneering Sustainable Innovation
As recognition of its progress, SK intellix Malaysia has been invited to present at the upcoming NCEC event in October 2025, where it will showcase its circular economy strategies, ESG milestones, and measurable environmental outcomes. This engagement further positions the company as a sustainability front-runner within the home appliance and wellness industry.
By embracing circular economy principles and advancing accountability through EPR initiatives, SK intellix Malaysia continues to drive industry growth that is environmentally responsible and socially conscious—paving the way for innovation that benefits consumers, businesses, and the planet.