Mitsubishi Chemical Cleansui

What Mitsubishi Chemical Cleansui does

Cleansui is a water filtration brand owned by Mitsubishi Chemical Holdings, with its Vietnam market served exclusively through Công ty TNHH Hải Li (HAILI), the local distributor established in 2007. The brand's core technology is a proprietary hollow fiber membrane with pore sizes of 0.01-0.1 micrometers, deployed inside a four-stage filtration stack (non-woven mesh, ion exchange resin, activated carbon, hollow fiber membrane) and certified under JIS, JFRL, Vietnam's QCVN 6-1:2010/BYT, and the Pasteur Institute. The product portfolio spans under-sink units (EU101/103/201/202), alkaline ionizers (EU301), hot-cold integrated purifiers (CWMF-500E), whole-house systems (MPOE-P), faucet-mounted units (EF series), shower filters (ES), portable units (EJ), and commercial dispensers (MP02), mostly retail-priced between 11.6M and 48.6M VND ($450-$1,900) with the MPOE-P at 94.4M VND ($3,700).

The business model combines hardware sales with a recurring filter-replacement stream: the EUC2000 and EUC3000 cartridges are sold at roughly 3.9M VND per unit on a 6-12 month cycle, creating a consumables annuity tied to the installed base. Go-to-market is primarily B2C through 200+ authorized dealers across 34 Vietnamese provinces, supported by showrooms in Ho Chi Minh City and Hanoi, with a growing B2B/ESG channel anchored by MB Bank deployments of 78 EU101 + 1 EU301 and 429+ CWMF-500E units. The August 2024 EUC3000 launch (with counterfeit-prevention features) and the October 2025 CWMF-500E launch demonstrate active product cadence intended to defend premium positioning and expand average ticket size.

Name

Mitsubishi Chemical Cleansui

Legal name

Mitsubishi Chemical Cleansui

Website

https://mitsubishicleansui.vn

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

11–50 employees

Short description

Cleansui is a Mitsubishi Chemical Holdings water filtration brand serving Vietnamese households and enterprises via exclusive distributor HAILI, selling proprietary hollow fiber membrane purifiers (under-sink, hot-cold, whole-house, faucet) and recurring replacement filters through 200+ dealers across 34 provinces.

Ownership category

akta.pro rank

Product category

Water Filtration Equipment

NAICS

Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Soap and Cleaning Compound Manufacturing (32561), Polish and Other Sanitation Good Manufacturing (325612)

SIC

Specialty Cleaning, Polishing And Sanitation Preparations (2842), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Under-Sink Water Filtration Systems (CRAJAJAD)

akta.pro secondary industries

Water Treatment & Process Specialty Chemicals (IMAEABAN), Water & Home System Care (Water Softeners, Septic Treatments, Drain/Openers, Appliance Cleaners) (CRADAKAK)

Keywords

• Water filtration systems
• Household water purifiers
• Hollow fiber membrane filters
• Alkaline ion water devices
• Replacement filter cartridges

Headquarters

HQ city

Ho Chi Minh City

HQ country

Vietnam

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Water Purifier Hardware Sales: One-time hardware sales of water purification devices including under-sink units (EU101, EU201, EU202), tap-mounted units (ET101, ET201), countertop units (EF102, EF201, EF401), alkaline electrolytic units (EU301), hot-cold integrated units (CWMF-500E), whole-house filtration systems (MPOE series), and commercial units (MP02 series). Prices range from ~11.6 million to ~48.6 million VND per unit.
2. Replacement Filter Sales: Recurring revenue from replacement filters including EUC3000 (3,888,000 VND), EUC2000, EFC11, ETC21, MPOE050E, UMC2150, ESC series, EJC series. Filter replacement cycle is typically 6–12 months or based on liters filtered (e.g., 8,000 liters for EUC series). Customer care department proactively contacts customers for periodic filter replacement.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

Mitsubishi Chemical Cleansui manufactures and sells a portfolio of household and commercial water purification devices powered by proprietary hollow fiber membrane technology. The line spans under-sink units, faucet-mounted filters, over-sink units, alkaline ion water systems, hot-cold integrated dispensers, shower filters, portable bottles, commercial units, and whole-house systems, sold alongside recurring replacement filter cartridges. Products are sold through showrooms in HCMC and Hanoi, a network of 200+ authorized dealers across 34 Vietnamese provinces, hotlines, and direct enterprise sales.

Product overview

Mitsubishi Chemical Cleansui offers a comprehensive portfolio of water filtration products based on hollow fiber membrane technology developed in Japan. The product line includes: (1) High-end integrated devices - CWMF-500E (hot/cold water dispenser), EU301 (alkaline ion water system); (2) Under-sink filtration - EU103, EU201, EU202 with 4-stage filtration and 8,000L capacity; (3) Faucet-mounted filters - EF102/EF201/EF401 with flow meters and multi-mode valves; (4) Over-sink devices - ET101/ET201; (5) Shower filters - ES101/ES201W/ES301; (6) Portable bottles - EJ101/EJ102/EJ103; (7) Commercial systems - MP02-3/MP02-4; (8) Whole house systems - MPOE-P/MPOE-S4/MPOE-S. All products use proprietary 4-stage filtration combining non-woven mesh, ion exchange fibers, activated carbon, and hollow fiber membrane (0.01-0.1 micrometer pores) to remove contaminants while retaining natural minerals. Replacement filters include EUC2000/EUC3000 (for EU/ET/EF series), EFC11/EFC21/EFC41W (for faucet filters), and MPOE050E (for whole house systems).

Differentiator

Problem solved

Functional benefit

Products and services

• CWMF-500E Hot-Cold Integrated Water Purifier Premium integrated water filtration device providing both hot (80–90°C) and cold (4–10°C) water from a single unit, using hollow fiber membrane technology and 4-stage filtration with 8,000L filter capacity. Targeted at households and offices seeking convenient hot/cold drinking water.
• MPOE-P Whole-House Filtration System Whole-house water filtration system designed for comprehensive water treatment across multiple outlets, suitable for apartments, villas, and large residential or commercial properties.
• EU301 Alkaline Ion Water Purifier Under-sink water purification device producing alkaline ionized water via electrolytic technology combined with 4-stage hollow fiber membrane filtration. Retains natural minerals and meets QCVN 6-1:2010/BYT standards. For health-conscious households.
• EU103 Under-Sink Water Purifier Compact under-sink water filtration device with 8,000L capacity, 4-stage hollow fiber membrane filtration removing contaminants while retaining natural minerals. For residential kitchen installation.
• EU201 Integrated Under-Sink Water Purifier Integrated under-sink water filtration device with enhanced features, 4-stage hollow fiber membrane filtration, 8,000L capacity, designed for families of 4–6 people.
• EU202 Integrated Under-Sink Water Purifier Integrated under-sink water filtration device with compact design, 4-stage filtration system using hollow fiber membrane technology. For residential kitchens.
• EUC2000 / EUC3000 Replacement Filter Cartridge Replacement filter cartridge with 4-stage filtration (non-woven mesh, ion exchange fibers, activated carbon, hollow fiber membrane). 8,000L capacity or 12 months usage. Filters particles down to 0.01 micrometers while retaining natural minerals.
• ET101 / ET201 Over-Sink Water Purifiers Over-sink water filtration devices with 4-stage filtration, designed for easy installation and filter replacement without under-sink plumbing.
• EF102 / EF201 / EF401 Faucet-Mounted Water Filters Faucet-mounted water filtration devices with hollow fiber membrane technology. EF102 features electronic flow meter and 3-way valve; EF201 has filter status window; EF401 has tap water / filtered water selector.
• ES101 / ES201W / ES301 Shower Filters Water filtration shower heads that filter water during bathing, removing chlorine and impurities while retaining skin-friendly minerals.
• EJ101 / EJ102 / EJ103 Portable Filter Bottles Portable water filter bottles for on-the-go filtration, suitable for travel or emergency use.
• MP02-3 / MP02-4 Commercial Water Filtration Systems Commercial water filtration systems designed for business and office use with higher capacity requirements, suitable for office pantries, common areas, and small commercial premises.

Quantifiable outcome

• Reduces plastic bottle waste by ~16,000 bottles per household per year
• +4 more outcomes

Named customers2 records

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

Two partnerships are on record, tiered flagship and core.

• MB BankflagshipOthers · 1 January 2024Mitsubishi Cleansui partnered with MB Bank to provide water purification solutions supporting MB Bank's ESG and sustainability goals. Cleansui installed 78 EU101 under-sink water purifiers and 1 EU301 alkaline ion water purifier at MB Bank office locations (18 Lê Văn Lương, 21 Cát Linh, 3 Liễu Giai). The partnership aims to reduce plastic bottle waste at MB Bank and provide clean mineral drinking water to employees and customers. Subsequently, Cleansui deployed 429+ CWMF-500E hot-cold integrated units across MB Bank branches, marking one of Cleansui's largest enterprise deployments in Vietnam.
• Công ty TNHH Hải Li (HAILI)coreChannel Partner/ Reseller/ Distributor · 1 January 2007HAILI is the exclusive authorized distributor of Mitsubishi Cleansui products in Vietnam, established in 2007. The company manages the entire distribution network including dealer development, showroom operations, customer service, and after-sales support. HAILI has over 220 staff and operates showrooms in Ho Chi Minh City and Hanoi. HAILI also distributes Mitsubishi Heavy (air conditioning) products in Vietnam. The partnership has lasted nearly two decades with annual dealer training programs and co-branded marketing initiatives.

Scale indicators13 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Karofi: Karofi is the leading Vietnamese water purifier brand, offering under-sink RO and multi-stage filtration systems at mass-market price points. Directly comparable on product format, channel (nationwide dealer network), and Vietnamese household target segment, though positioned at lower price points than Cleansui.
• Coway: Coway is a Korean home water purifier leader with recurring filter-subscription model and direct sales/door-to-door motion. Comparable to Cleansui on technology (membrane filtration), subscription-style recurring revenue, and premium household positioning.
• Kangaroo (Vietnam): Kangaroo is one of the largest home appliance and water filtration brands in Vietnam, selling under-sink, countertop, and whole-house systems through an extensive dealer and showroom network. Same product category, customer base, and distribution model as Cleansui.

Broad incumbents

• Pentair: Pentair is a global water treatment leader offering residential and commercial filtration including under-sink and whole-house systems (e.g., Everpure). Comparable on product category and proprietary membrane technology, though it serves a much broader geographic and channel footprint than Cleansui Vietnam.
• Panasonic (water purifiers): Panasonic sells under-sink and tap-mounted water purifiers across Asia using similar multi-stage filtration, including in Vietnam. Comparable Japanese consumer-electronics pedigree and product category, though water is a small line within a much broader portfolio.
• Brita (Clorox): Brita is the global leader in pitcher and faucet-mount water filtration, now under Clorox. Comparable on household water filtration category and recurring filter-replacement model, but focuses on pitcher-format products rather than under-sink systems.
• A.O. Smith (Water Treatment): A.O. Smith is a global leader in water heating and treatment, including residential water filtration systems in Asia. Comparable on whole-house and under-sink water purification products targeting premium households, with a large Asian manufacturing footprint.
• 3M (Filtrete water): 3M offers under-sink and whole-house water filtration systems globally, including in Asian markets. Comparable on technology (multi-stage carbon and membrane filtration) and recurring filter replacement, though it is a diversified industrial conglomerate rather than a water-purification specialist.

Emerging players

• Toray (Membrane): Toray supplies hollow fiber and reverse osmosis membranes globally to OEMs and water treatment operators. Comparable on the core hollow fiber membrane technology that underpins Cleansui's differentiation, though Toray is primarily a B2B materials supplier rather than a branded consumer appliance vendor.

Regional players

• Sunhouse (Vietnam): Sunhouse is a major Vietnamese home appliance brand with water purifier offerings. Comparable on Vietnam dealer-channel distribution and household target segment, though water filtration is a smaller line within a broader appliance portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@MitsubishiCleansui
• Facebookfacebook.com/mitsubishicleansui.vn
• Instagraminstagram.com/mitsubishicleansui
• LinkedInlinkedin.com/company/cleansuivietnam

Compliance6 records

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 Mitsubishi Chemical Cleansui