Hankook’s Collaborative Effort To Help Lessen Tyre Waste Generation

In an effort to make the world sustainable, Hankook Tire has collaborated with shoe brand YASE to launch eco-friendly shoes made of recycled tyres.Together, they have got on board the ‘Zero – Leave Nothing Behind’ project which aims to upcycle ELTs to make sustainable shoe products. 

Hankook Tire has always been at the forefront of sustainable practices with having set goals such as achieving 100 percent of sustainable raw material use by 2050 and reducing greenhouse gas emissions by 50 percent compared to that of 2018. These initiatives also extend to R&D where the tyre maker has minimised the rolling resistance of its tyres to improve the fuel efficiency of vehicles and ultimately reduce greenhouse gas emissions. The company also established an ESG committee to further strengthen its sustainability management efforts. 

Jimmy Kwon, Vice President of Hankook Tire’s Brand Lab, talks to Rajni Jose from Tyre Trends about this collaborative effort.

Q) What are the purpose and goals associated with this collaboration?

Jimmy Kwon: Hankook Tire and YASE embarked on the ‘Zero – Leave Nothing Behind’ project with a commitment to sustainable materials and environmental protection. As sustainability is a core value and key agenda for us, we have taken the topic of tyre recycling as one of the top agendas each year. We are glad to make good use of recycled tyres by turning them into hard-wearing and robust shoes in collaboration with YASE. We also believe this collaboration will offer the MZ generation, who have not had an opportunity to use tyres yet, a chance to experience Hankook Tire since a pair of shoes is a necessity that people use on a daily basis.

Q) What role does Hankook play in this collaboration? What are the processes involved in the upcycling of used tyres into shoes? 

Jimmy Kwon: Hankook Tire will collect discarded tyres and extract rubber from them to pulverise rubber into a powder so that it can be processed into the outsole. Regarding the processes, upcycling itself benefits the environment as it minimises the volume of discarded materials and waste dumped into the landfills. It also reduces the need for production using new or raw materials, which leads to a reduction in air pollution, water pollution and greenhouse gas emissions.

Q) Is the company looking to produce products other than shoes?

Jimmy Kwon: Currently, Hankook Tire is focusing mainly on footwear in terms of collaboration items as both tyres and shoes share common traits of playing a crucial role in mobility and touching the ground on a daily basis. They also protect people from possible dangers on the road with durability and stability.

Q) What are the other materials used to make these shoes?

Jimmy Kwon: The upper part of the shoes is made of synthetic vegan leather, whereas the insole is made of OrthoLite and natural latex. 

Q) By upcycling used tyres, how much carbon emissions do we save?

Jimmy Kwon: For this collaboration, we have recycled 50 used tyres to manufacture 2,000 pairs of shoes in total. According to the Korea National Institute of Forest Science, 2.8 tonnes of carbon dioxide emissions is reduced by recycling 50 used tyres which weigh approximately 1.5 tonnes. This is equivalent to planting 425 pine trees. Likewise, around 1.9 kg of carbon dioxide emissions is reduced per kg of tyres recycled. This is not a small amount as a 20-year-old tree consumes 6.7 kg of carbon dioxide emission.

Q)  Does the company have a take-back policy? If not, how can the shoes be disposed of sustainably after use?

Jimmy Kwon: We do not have a related policy so far, but our decision to embark on the project of launching upcycling footwear displays our deep sense of care and commitment towards sustainability and environmental protection. It is thrilling that we are giving consumers an option to choose eco-friendly footwear. Shoes made of our old tyres will not only make a positive social impact but will also be hard-wearing and robust as our tyres are developed with high-quality materials and cutting-edge technologies.

Q) Currently, other brands offering shoes made from upcycled used tyres have priced their products higher than regular shoes. How does the company plan to price the products so that customers prefer this sustainable alternative over regular shoes?

Jimmy Kwon: The collaboration items are not specifically priced high compared to regular shoes sold by YASE. For example, a pair of Hankook Tire x YASE Chelsea boots are priced at KRW 102,000 (USD 86) while a pair of existing 506 5CM Chelsea boots are KRW 98,000 (USD 83). It is 4 percent more expensive, but the prices are different only because their designs are different. Hankook Tire is trying to provide customers with excellent quality products at a reasonable price whether they be tyres or shoes.

Q) What are the marketing strategies adopted to attract customers?

Jimmy Kwon: Not only the shoes themselves but the packaging is designed with sustainability initiative as well. Shoeboxes, tags and pamphlets are made of 100 percent sugarcane material. Hankook Tire expects this will resonate with customers who are early adopters and are conscious about the environment. In addition, we have chosen an online fashion retailer that is popular among the MZ generation as a sales channel in Korea since we have found that this generation is especially environment-conscious and keen to making green purchase decisions.

Q) Where will these be produced?

Jimmy Kwon: These eco-friendly shoes are produced in Korea where the YASE factory is located. 

Q) Is the company looking into exports? 

Jimmy Kwon: Although we are not considering shipping overseas or exports at the moment, we would like to proceed in the future when there is an opportunity.

Q)  What are the further expansion plans of the range?

Jimmy Kwon: Currently, we have unveiled five products through collaboration: four dress shoes and one comfort insole. We plan to continue collaboration with YASE to add special edition running shoes in October. 

Q)  What future do you see for upcycled used tyre products in the fashion industry?

Jimmy Kwon: Consumers are getting more and more conscious of the damaging effects of wastes, which explains why upcycling is becoming increasingly popular in the fashion industry. A tyre is a good resource for upcycling since tyres, especially the ones developed with Hankook’s high-quality materials and cutting-edge technologies, are durable and robust. We believe it’s a kind of collaboration that leads to mutually inspired progressive innovation for both industries and that there can be many opportunities forward. It’s a great way to widen customers’ eco-friendly options and to give old tyres a second life.(TT)

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The Yokohama Rubber Co., Ltd. has been selected as the official tyre supplier for the groundbreaking FIA Extreme H World Cup, the world's first hydrogen-powered motorsport series. The company will supply its GEOLANDAR brand of tyres for the championship, which is scheduled to commence next month in Saudi Arabia. The company will also continue to supply GEOLANDAR tyres for the Extreme E off-road electric vehicle series, which holds its final event on 4–5 October in Saudi Arabia.

Central to both the Extreme H and Extreme E series is a shared mission to advance sustainability and equality. The championships serve as dynamic platforms to promote environmental awareness and demonstrate cutting-edge technologies while also enforcing a strict mandate for gender parity by requiring each team to field one male and one female driver. The Extreme H series will feature eight international teams operating the Pioneer 25, a cutting-edge hydrogen fuel cell vehicle capable of generating 550 horsepower and accelerating from 0 to 100 kmph in 4.5 seconds. The global significance of this new championship is expected to draw a worldwide television audience across multiple continents.

As the predecessor to Extreme H, the Extreme E series utilised the high-performance all-electric Odyssey 21 vehicle. All teams competing in the new hydrogen series will also participate in this final Extreme E event, marking the conclusion of the electric championship as it transitions towards a hydrogen future.

In alignment with the environmental principles of these series, Yokohama Rubber will provide a specially developed prototype tyre based on its GEOLANDAR X-AT model. This tyre has been engineered with a significantly increased ratio of sustainable materials, comprising 38 percent renewable and recycled content. It has also been fortified with enhanced durability characteristics to withstand the unique demands of heavy hydrogen-powered and electric off-road racing vehicles.

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Hankook Tire is advancing its future mobility leadership through strategic open innovation and collaborative design projects. This effort was showcased at the company’s recent Design Innovation Day 2025, held at its Pangyo Technoplex headquarters. The event serves as a platform to present new solutions integrating sustainability, innovation and design while reinforcing partnerships with global technology leaders.

A major focus was the unveiling of two key outcomes from Hankook’s ongoing Design Innovation Project. The first was ‘Sustainable Concept Tyre’, an embodiment of the company’s ESG vision. Developed using advanced 3D printing technology, it is constructed from renewable and recycled materials. Its distinctive organic design was realised in collaboration with Harvestance using specialised engineering software.

The second reveal was the WheelBot 2, a multi-directional mobility platform developed with robotics startup CALMANTECH. This advanced robotic wheel system, equipped with tri-axial spherical tyres, demonstrates new possibilities for movement. Its potential was illustrated through a live demonstration of the PathCruizer, a two-seater pod concept powered by the WheelBot technology.

Beyond product reveals, the event highlighted Hankook’s commitment to knowledge sharing, featuring a presentation on 3D printing advancements from LG Electronics. These collaborations are central to Hankook’s strategy of strengthening its technology leadership. Since 2012, the company has partnered with world-renowned design universities and technology firms, consistently earning prestigious international design awards and solidifying the premium stature of its global brand.

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Indian tyre maker to pass full benefit of tax cuts to customers from 22 September

CEAT Limited said on Thursday it would reduce prices across its entire tyre range following the Indian government’s decision to cut goods and services tax (GST) rates on tyres, with the full benefit being passed on to customers.

The Mumbai-based tyre manufacturer said new prices would take effect from 22 September, covering commercial, agricultural, passenger vehicle and two-wheeler segments.

India’s 56th GST Council meeting approved significant reductions in tax rates for the tyre industry. GST on new pneumatic tyres was cut to 18% from 28%, whilst tractor tyres and tubes will attract a reduced rate of 5%.

“We thank the Government of India and the GST Council for their timely and progressive decision to rationalise tax rates in the tyre sector,” said Arnab Banerjee, Managing Director & CEO of CEAT Limited.

“The reduced GST slabs will greatly benefit the tyre industry and consumers alike. Not only will it lower the cost of owning and operating a vehicle for customers across various segments, but by making tyres more affordable to replace, it will also make our roads safer.”

Banerjee added the move would “spur formalisation and greater compliance, while also fostering sustainable growth in the sector.”

The GST rate cuts represent a significant policy shift for India’s automotive sector, where high taxation has been a longstanding concern for manufacturers and consumers.

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The Yokohama Rubber Co., Ltd. has been officially recognised as a DX Certified Business Operator by Japan's Ministry of Economy, Trade and Industry (METI). The designation, which was granted on 1 September 2025, identifies companies that are thoroughly prepared for digital transformation as outlined by the Digital Governance Code.

This certification acknowledges Yokohama Rubber's comprehensive strategy for digital transformation, which is built on three core objectives: advancing business strategy, contributing to sustainability and reinforcing its IT infrastructure. Central to this effort is the company's proprietary AI framework, HAICoLab (Humans and AI ColLaborate), which drives group-wide digital initiatives. These include improving productivity, innovating processes, developing digital talent and building a global cloud-based IT system. The certification confirms that the company's efforts not only meet METI's stringent criteria but also demonstrate appropriate disclosure of information to its stakeholders.

Moving forward, the company said it will continue to leverage data from its entire value chain to adapt to a dynamic business environment. The company aims to enhance customer value, pursue sustainable innovation and transform its corporate culture to strengthen its competitive position and ensure long-term growth.

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