The Hong Kong SAR Government is committed to achieving carbon neutrality by 2050 and will start implementing the first-phase regulations on disposable plastic tableware and other plastic products in April 2024 and carry out the second-phase in banning the use of disposable plastic tableware and containers for dine-in and takeaway in the catering and retail outlets in 2025. Maxim's Group has always been proactive in promoting environmental protection and plastic reduction, supporting startups, and encouraging interaction and cooperation with young people and various stakeholders. To this end, the "BEST with LESS Hong Kong Tertiary Sustainable Packaging (F&B Industry) Design Competition" is organized to collect eco-friendly design proposals for containers and packaging used by the Maxim's Group's restaurants through a public competition among tertiary institutions. Outstanding proposals will have the chance to be adopted as packaging products by brands under the Maxim's Group.

As the program consultant and researcher, the Chinese University of Hong Kong’s Centre for Social Innovation Studies (CSIS) will lead a case study based on the Maxim’s packaging and plastic transition program. CSIS is known for its prolonged contribution in researching plastic reduction and environmental education and will play a vital role of identifying and sharing the impact and insights obtained from the campaign, reimagining the role of humanity and design in addressing environmental and ecological problem.