AMSTERDAM — Startups in China are invited to put forward their pioneering solutions to accelerate innovation in the paints and coatings industry, as AkzoNobel’s Paint the Future China startup challenge is now live.

"We can’t wait to see what brilliant ideas and solutions this collaborative innovation ecosystem will bring to the paints and coatings industry," said Mark Kwok, AkzoNobel’s President of China/North Asia and Business Director for Decorative Paints China/North Asia. "We look forward to creating more value with startups by offering more sustainable, cutting-edge products and services to our customers.”

The challenge offers all participants access to industry knowledge, expertise and contacts that can help them take their solutions even further. Final winners will gain the opportunity to collaborate with AkzoNobel on sustainable business opportunities. Startups in China can now register and submit their solutions online.

AkzoNobel’s Paint the Future startup challenge in China is looking for innovative solutions in three categories: Digital Customer Experience, Towards Zero Waste, and Smart Supply Chain.

Partnering with Plug and Play China, the challenge focuses on three key areas.

Digital Customer Experience

The challenge is looking for new technologies and digital solutions that can help AkzoNobel improve the way customers experience its products and services, and ensure more consistent results with less time and effort during the entire paint process. This includes picking the right paint and application methods, connecting with the right painting professionals and successfully completing the paint job.

Towards Zero Waste

Challenge participants will be seeking sustainable and cost-effective solutions that are not only about the recycling of paints and coatings, but also about the consciousness to minimize waste and maximize the potential of materials across the whole value chain, minimizing the impact to our planet.

Smart Supply Chain

  • This category challenges interest in end-to-end supply chain solutions, spanning customer/consumers, delivery, planning, manufacturing and suppliers, that can help AkzoNobel accelerate the building of a strategic, integrated, customer-driven and smart supply chain to better service customers in China and achieve operational excellence.

The deadline for submissions is May 15, 2021. Selected finalists will participate in an accelerator event in August. Shortly thereafter, collaboration with winners will begin.

For more detailed information about the program, visit