Mitsubishi Rayon Cleansui Co., Ltd., a Mitsubishi Rayon Group company which markets water purification equipment, is stepping up marketing in China, with the aim of expanding home use of water purifiers.

Installation of Cleansui water purifiers at all 17 outlets of the popular Shanghai downtown café chain will begin in late July, to enable as many people as possible to sample the safe and pleasant-tasting tap water that Cleansui units can provide. Mitsubishi Rayon Cleansui is encouraging use of tap water to reduce waste caused by PET bottles and cut fuel consumption by delivery trucks. By displaying the water purifiers in Wagas outlets, the aim is to encourage their use and raise awareness of Mitsubishi Rayon Cleansui products.

The full-scale launch of Cleansui in the Chinese market began in 2006. Market penetration has been steady, with the recent adoption of the purifiers in restaurants serving the Beijing International Convention Center and Shanghai New International Expo Centre.

Awareness is spreading of the effectiveness of our purifiers not only in the home, but also in commercial water purification, and sales are increasing steadily.

Mitsubishi Rayon Cleansui’s partner in this venture, Wagas, serves healthy gourmet sandwiches and other light meals that do not contain preservatives or additives. With shared concerns over food and water safety, the two partners are united in the belief that water should be treated as another food ingredient. The Company believes use of its water purifiers at Wagas outlets will popularize them.

How use of water purifiers is being promoted through the Wagas chain:

Tap water in China is generally cloudy, and the taste in most areas of the country is reported to be less than satisfactory. The introduction of Cleansui, which can eliminate cloudiness and microorganisms, will enhance the reputation of Mitsubishi Rayon Cleansui products for reliability among consumers. With the full cooperation of the Wagas chain, we will continue this campaign in Shanghai to encourage use of water purification equipment.

By leveraging our leading-edge water-purifying technology under the Cleansui brand, the Company believes it can contribute to a safe drinking water supply in both China and the broader Asian region.

Using its slogan “Water alive, let's drink tap water,” Mitsubishi Rayon Cleansui is getting the message out about encouraging people to drink from the faucet. At the same time, it is developing water purification equipment that can deliver safe and pleasant-tasting water to people around the world. Following on from the present endeavor to encourage the use of purification equipment in China, we plan to further expand our overseas businesses by developing and supplying high quality water-purification products tailored to water quality levels in mains supplies of countries around the world.