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Determined to reduce the consumption of single-use plastic bottles in Japan and globally, Robin, founder of Japan's first free water refilling app 'mymizu' (mizu in Japanese means water), embarked on a mission to connect water refill stations with reusable water bottles. To realise their mission both financially and operationally, Robin and his team co-created the app with potential users through crowdfunding and open-sourced technology, which, has since helped to engage more people, amplify its social impact, and acquire early adopters. Meanwhile, by bringing business partners on board, mymizu aims to establish a win-win solution for both the partners and the platform: generating more foot traffic for the business owners and improving the app's appeal. While the launch of the app in Japan has been a success, mymizu faces challenges in scaling up globally due to cultural differences and the applicability of a successful business model from a highly developed country to developing regions where potable tap water is still a major issue. The case study provides an ideal learning opportunity for students interested in environmental, social & governance (ESG) issues, and the circular economy. In addition, this case study can be used as a tool to teach students about the nuances of cross-cultural business expansion.