Cleaning Honpo

What Cleaning Honpo does

Cleaning Honpo (おそうじ本舗) is a nationwide Japanese house cleaning service brand operated as part of HITOWA Co., Ltd., a private Japanese conglomerate headquartered in Tokyo. The company runs a multi-category residential cleaning franchise covering air conditioners, water areas (bathroom, toilet, washbasin), washing machines, kitchens, and rooms, plus a coating services line (easy-maintenance, renewal, UV, and floor coatings) and specialty offerings such as exterior wall washing, photocatalyst antibacterial coating, and grave cleaning. Underlying technology is process- and chemistry-driven rather than software-driven, including proprietary original cleaning agents, complete disassembly cleaning for air conditioners and appliances, ultra-fine bubble technology (used in bath pipe cleaning and the Ulblo installation device), and photocatalyst antibacterial coating; no AI/ML capabilities are evident.

The business model is primarily direct-to-consumer, professional-services revenue from one-time cleaning jobs priced per session via quote-based estimates. Booking occurs through a website cart system, a 0120 phone hotline, and an official mobile app (Play Store listing under HITOWA's package ID), with a dedicated B2B funnel for store and office cleaning. Adjacent revenue streams include cleaning-service gift cards, referral/affiliate fees from partner RACN for junk removal and equipment replacement, and franchise partner recruitment (FCパートナー募集) that expands the system under the brand. Customer segments span individual homeowners (primary), commercial businesses (secondary), and allergy-sensitive customers (tertiary), with geographic reach described as nationwide across Japan. The brand supports a broad marketing footprint including LINE, Instagram, YouTube, Twitter/X, Facebook, and a 2026 TV commercial campaign.

Name

Cleaning Honpo

Legal name

HITOWA Co., Ltd.

Website

https://osoujihonpo.com

Company type

Private

Operating status

Operating

Short description

Cleaning Honpo (おそうじ本舗) is a nationwide Japanese house cleaning franchise brand operated by HITOWA Co., Ltd., offering professional residential cleaning services across air conditioners, bathrooms, kitchens, washing machines, and rooms, plus coating and B2B store/office cleaning, booked via website, phone, and mobile app.

Ownership category

akta.pro rank

Product category

Residential Cleaning Services

NAICS

Janitorial Services (561720)

akta.pro primary industry

Routine Kitchen Cleaning (Surfaces/Sink/Stovetop) (HSAEAAAC)

akta.pro secondary industries

Small Appliance Deep Cleaning (Toaster Oven/Air Fryer/Coffee Maker) (HSAEAKAG), Dishwasher Cleaning (HSAEAKAF)

Keywords

• House cleaning services
• Air conditioner cleaning
• Kitchen and bathroom cleaning
• Washing machine cleaning
• Protective coating services

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. House Cleaning Services: One-time professional cleaning services for individual consumers covering air conditioners, bathrooms, kitchens, washing machines, rooms, and other household areas. Services are priced per session or as package deals.
2. Business/Enterprise Cleaning Services: Dedicated office and store cleaning services for business customers, providing regular maintenance and one-time deep cleaning.
3. House Cleaning Gift Cards: Gift cards available for purchase, allowing recipients to book cleaning services.
4. Home-related Services (Referral): Partner services including junk removal, home equipment replacement, and 'Rakurakun' services, generating referral/affiliate revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels10 records

Core offering

Cleaning Honpo (おそうじ本舗) is a nationwide Japanese franchise chain that delivers professional residential cleaning services including air conditioner, washing machine, kitchen, bathroom/toilet, room, whole-house pack cleaning, and protective coating services. It also serves business customers with office and store cleaning, and operates a referral program for adjacent home services (junk removal, equipment replacement).

Product overview

Cleaning Honpo (おそうじ本舗) is a national chain of professional house cleaning services operated by HITOWA Co., Ltd. The company offers a comprehensive portfolio of cleaning services organized into core service categories: air conditioner cleaning, pack services (complete house cleaning for moves or whole-home cleaning), water area cleaning (bathroom, toilet, washbasin), washing machine cleaning, kitchen cleaning, room cleaning (flooring, carpet, mattress, sofa, wallpaper), and coating services (protective coatings for bathrooms, kitchens, floors). Additional services include exterior cleaning, photocatalyst antibacterial coating, housework dispatch services, unwanted item collection, and housing equipment replacement. The company also serves business customers with store and office cleaning, and offers franchise partnership opportunities. The architecture is a single-service platform with modular add-ons (coating, business services) that can be combined with related services (housework dispatch, equipment replacement).

Differentiator

Problem solved

Functional benefit

Brands

• おそうじ本舗FCパートナー募集: Franchise partner recruitment program for the cleaning service brand.

Products and services

• Air Conditioner Cleaning (エアコンクリーニング) Professional cleaning of air conditioners, covering wall-mounted units (with and without self-cleaning function) and ceiling-embedded types, using full disassembly and thorough cleaning by technicians. Targeted at residential customers noticing odors, black particles from vents, or reduced cooling efficiency; price revisions are scheduled for August 1, 2026.
• Pack Services / Whole-Home Cleaning (パックサービス・まるごとクリーニング) Comprehensive cleaning packages that cover the entire home, including move-in and move-out whole-home cleaning and in-home whole-home cleaning. Targeted at residential customers during moving or major cleaning events.
• Water Area Cleaning (水まわりのお掃除) Bathroom, bathtub, bathroom pipe (bubble cleaning), Ulblo ultra fine bubble device installation, bathroom dryer, toilet, and washbasin cleaning services for residential water-area hygiene.
• Washing Machine Cleaning (洗濯機クリーニング) Cleaning of top-loading washing machines, drum-type washing machines, and full disassembly cleaning for drum-type models with drying functions, using original sterilizing agents and dedicated equipment.
• Kitchen Cleaning (キッチンのお掃除) Range hood/ventilation fan, kitchen counter, refrigerator, and dishwasher cleaning services for residential kitchen deep cleaning, including hard-to-reach grills, lighting, and wall surfaces.
• Room Cleaning (お部屋のお掃除) Comprehensive room cleaning including flooring, mattress sterilization, sofa/chair, carpet, wallpaper dyeing and cleaning, glass and window frames, white wood, tatami, entrance floor with coating, ventilation ducts, and air cleaner units.
• Coating Services (コーティング) Protective coatings including easy-maintenance coating, bathroom renewal coating, kitchen renewal coating, toilet renewal coating, washbasin renewal coating, floor coating (per tatami panel), UV coating (per tatami panel), and flooring repair, providing a triple effect of water repellency, anti-fouling, and material protection.
• Other Cleaning Services (その他のお掃除) Exterior wall hand-washing, photocatalyst antibacterial coating (virus decomposition), balcony/exterior high-pressure washing, and grave cleaning services for residential customers.
• Store / Office Cleaning (店舗・オフィスクリーニング) Professional cleaning services for commercial stores and office spaces, providing regular maintenance and one-time deep cleaning for business customers that lack in-house cleaning staff.
• House Cleaning Gift Card (ハウスクリーニングギフトカード) Gift cards available for purchase that allow recipients to redeem professional house cleaning services from the Cleaning Honpo nationwide franchise network.

Quantifiable outcome

• Triple effect of coating: water-repellent, anti-fouling, and material protection

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• RACN (ラク拉克ーン/partner.racn.jp)minorGTM or Marketing PartnerReferral partnership for home-related services including junk removal (不用品回収サービス), home equipment replacement (住宅設備等の取替・交換サービス), and the Rakurakun service platform. Links from Cleaning Honpo website direct customers to RACN partner pages.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Handy: On-demand home services platform (now part of Angi Inc.) connecting customers with cleaning and home improvement professionals. Operates more broadly across home services rather than specializing in cleaning, but directly competes for cleaning service demand via a different delivery model.
• TaskRabbit: On-demand home services marketplace offering cleaning, handyman, and other household services via independent taskers. Competes with Cleaning Honpo for cleaning service demand through a fundamentally different (marketplace) delivery model.
• Angi (formerly Angie's List): Leading US home services marketplace connecting consumers with local cleaning, handyman, and home improvement professionals. Competes broadly for cleaning service demand through a marketplace model rather than direct service delivery.

Direct peers

• Duskin Co., Ltd. Japan's largest and most established cleaning and hygiene services franchise. Operates a nationwide franchise network offering house cleaning, commercial cleaning, and related services, making it the closest direct competitor to Cleaning Honpo in terms of model, customer base, and geographic scope.
• Maid Brigade: US-based residential cleaning franchise offering house cleaning services through local franchise owners. Closely comparable business model with franchise-based delivery and similar target customer (residential homeowners seeking recurring service).
• The Maids International: US-based house cleaning franchise with a signature team-based four-person cleaning method. Comparable to Cleaning Honpo in operating through local franchise owners delivering residential cleaning services with a defined service methodology.
• Molly Maid: US-based residential house cleaning franchise owned by Neighborly. Operates a franchise-based recurring cleaning model with comparable customer segments (residential homeowners) and unit economics to Cleaning Honpo.
• Merry Maids: US-based residential cleaning franchise also owned by Neighborly (formerly ServiceMaster). Provides recurring house cleaning services with a similar franchise structure and target customer base as Cleaning Honpo.
• Bears Co., Ltd. Major Japanese house cleaning services company competing directly with Cleaning Honpo on residential cleaning across Japan. Operates a similar nationwide service delivery model targeting individual households.

Emerging players

• TIDY: US-based on-demand cleaning service platform offering instant booking of vetted cleaning professionals. Comparable to Cleaning Honpo in residential cleaning focus, but operates via an app-based direct-to-consumer model rather than franchise network.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/osoujihonpo
• YouTubeyoutube.com/@osoujihonpo1000
• Facebookfacebook.com/osoujihonpo.official
• Instagraminstagram.com/osoujihonpo_official

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cleaning Honpo