Plastic pollution poses both environmental and economic challenges for Southeast Asia, underscoring the urgent need for a transition to a circular plastics economy driven by reuse and recycling strategies. Although AMS have incorporated these strategies within their National Action Plans, they are struggling to achieve the scale necessary to counteract rising plastic waste. This policy brief identifies key barriers hindering the growth of plastic reuse and recycling initiatives in the region and provides targeted recommendations based on a full life-cycle approach. By adopting this approach, AMS can maximise the economic potential associated with effective plastic waste management and pollution mitigation.