This good practice case study is part of a series of knowledge products developed by the SEA circular project to showcase exemplary market-based solutions that bring about transformational changes in the way plastic is managed in the value chain. One of the countries challenged by marine plastic litter is Thailand – the sixth biggest contributor of marine plastic litter worldwide. Thailand is challenged by its low rate of recycling. Trash Lucky intends to address these challenges by adopting an incentivization model among consumers and waste collectors to encourage better plastic waste collection and recycling. The aim is to positively influence behaviour change and mindsets among the public so they start recycling. Aided by smart recycling bin technology infrastructure, the company is scaling up the connection of independent waste collectors with post-consumer recyclables.