How ECOPEACE uses autonomous robots and data to monitor and maintain urban water bodies.
Updated
January 8, 2026 6:27 PM
A school of fish swimming among debris and waste. PHOTO: UNSPLASH
South Korea–based water technology company ECOPEACE is working on a practical challenge many cities face today: keeping urban water bodies clean as pollution and algae growth become more frequent. Rather than relying on periodic cleanup drives, the company focuses on systems that can monitor and manage water conditions on an ongoing basis.
At the core of ECOPEACE’s work are autonomous water-cleanup robots known as ECOBOT. These machines operate directly on lakes, reservoirs and rivers, removing algae and surface waste while also collecting information about water quality. The idea is to combine cleaning with constant observation so changes in water conditions do not go unnoticed.
Alongside the robots, ECOPEACE uses a filtration and treatment system designed to process polluted water continuously. This system filters out contaminants using fine metal filters and treats the water using electrical processes. It also cleans itself automatically, which allows it to run for long periods without frequent manual maintenance.
The role of AI in this setup is largely about decision-making rather than direct control. Sensors placed across the water body collect data such as pollution levels and water quality indicators. The software then analyses this data to spot early signs of issues like algae growth. Based on these patterns, the system adjusts how the robots and filtration units operate, such as changing treatment intensity or water flow. In simple terms, the technology helps the system respond sooner instead of waiting for visible problems to appear.
ECOPEACE has already deployed these systems across several reservoirs, rivers and urban waterways in South Korea. Those projects have helped refine how the robots, sensors and software work together in real environments rather than controlled test sites.
Building on that experience, the company has begun expanding beyond Korea. It is currently running pilot and proof-of-concept projects in Singapore and the United Arab Emirates. These deployments are testing how the technology performs in dense urban settings where waterways are closely linked to public health, infrastructure and daily city life.
Both regions have invested heavily in smart city initiatives and water management, making them suitable test beds for automated monitoring and cleanup systems. The pilots focus on algae control, surface cleaning and real-time tracking of water quality rather than large-scale rollout.
As cities continue to grow and climate-related pressures on water systems increase, managing waterways is becoming less about occasional intervention and more about continuous oversight. ECOPEACE’s approach reflects that shift by using automation and data to address problems early and reduce the need for reactive cleanup later.
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How startups can use nostalgia marketing to build trust, spark loyalty and stand out with storytelling, vintage design and emotional connections.
Updated
January 8, 2026 6:35 PM
Vintage beer pong posters showcasing colorful, diverse designs from different eras in one collection. PHOTO: FREEPIK
Turning the subtle power of nostalgia into meaningful marketing.
Think of nostalgia as a time machine for brands—it doesn’t just take people back; it brings their emotions forward. And emotions sell. For those who are unfamiliar, nostalgia marketing is a strategy where brands use elements from the past—like familiar sights, sounds, or stories—to evoke warm memories and emotional connections with their audience.
This emotional pull isn’t just anecdotal—research shows its real impact: according to The Team and Forbes via The Drum, 80% of millennials and Gen Z are drawn to brands tapping into nostalgia, while 92% of consumers say nostalgic ads feel more relatable. And for startups competing in noisy markets, this is a goldmine.
In this article, we’ll explore why nostalgia marketing can be a game-changing strategy for your company.
Out of all the popular marketing methods—like influencer partnerships or attention-grabbing ad campaigns—nostalgia is unique because its impact starts intrinsically, in the brain. By triggering the release of dopamine, a reward-system neurotransmitter, Nostalgia evokes feelings of warmth, happiness and comfort. Consequently, people don’t just remember a moment—they relive it. Take, for instance, your favorite cereal brand bringing back childhood cartoon characters or using retro fonts and colors. You might choose it over a healthier breakfast option simply because it reminds you of the mornings you enjoyed as a kid. Similarly, speaking of stirring fond memories, Coca-Cola has mastered this effect, using classic holiday ads, vintage packaging, and iconic imagery. Those associations make people see Coke as more than a drink—it’s a familiar feeling they’re willing to pay extra for.
New marketing campaigns can spark curiosity but often trigger skepticism—especially when audiences lack prior connection to the brand. Nostalgia marketing breaks down this barrier by tapping into familiarity, using retro jingles, vintage fonts, pastel colors, or familiar packaging that immediately resonate. This recognition builds an emotional connection and trust with the brand. More importantly, it fosters social connectedness by making consumers feel part of a larger community—giving that reassuring “others remember this too” feeling. As a result, this sense of belonging reduces loneliness, strengthens warmth and trust, and encourages word-of-mouth sharing, naturally amplifying the campaign’s reach and impact.
While luxury brands can afford massive campaigns, startups and small businesses can tap into nostalgia as a cost-effective storytelling tool. In a world where marketing often chases the “next big thing”—from AI to futuristic tech—nostalgia offers the opposite: a chance to revisit the past. More importantly, nostalgia allows brands to stand out in a crowded, fast-scrolling feed by delivering something comfortingly familiar with a fresh twist. Think of Polaroid: in an age where smartphones boast crystal-clear cameras, it wins hearts with pastel hues, a vintage lens, and the tactile charm of instant prints—selling not just images, but a moment that feels straight out of the past.
The same principle worked brilliantly for Tiffany & Co., whose 185-year-old brand refresh featured Jay-Z and Beyoncé in a Breakfast at Tiffany’s-inspired campaign, blending timeless charm with contemporary star power and racking up millions of views. In essence, when done right, nostalgia doesn’t just market a product—it invites people to relive a story they already love.
Nostalgia resonates across generations speaking to diverse audiences. For Millennials, it’s a chance to relive the cultural touchpoints of their youth, while Gen Z approaches it with curiosity, eager to explore eras they never experienced firsthand. This crossover creates a unique marketing sweet spot: one group is driven by memory, the other by discovery. Pokémon proves this power by keeping lifelong fans engaged through retro trading cards while introducing younger audiences to its history. Similarly, Nike used nostalgia to bridge two different generations by reissuing retro classics, keeping both longtime fans and new sneakerheads excited. By appealing to both memory and curiosity, brands can create lasting connections that keep different generations engaged at once.
Nostalgia can be your startup’s non-cliché marketing mantra. Imagine a small bookstore that offers handwritten recommendation cards designed like vintage library checkout slips. This simple touch invites customers to slow down and rediscover the joy of reading. Or picture a local coffee shop serving drinks in mugs inspired by classic diner ware, evoking comforting memories of simpler times. Overall, the lesson is clear: combining nostalgic design with stories that connect people to shared moments creates emotional warmth and trust. Thoughtful nostalgia turns everyday products into meaningful experiences—building loyal communities eager to return.