Cleansui™ household water purifiers launched in Australia and New Zealand

Mitsubishi Rayon Cleansui Co., Ltd.(hereinafter Mitsubishi Rayon Cleansui), a Mitsubishi Rayon Group company which markets water purification equipment and medical-use water treatment systems, has teamed up with Mitsubishi Kagaku Media Co., Ltd. (hereinafter MKM), which develops, manufactures and markets recording media products, to launch sales of Cleansui™ household water purifiers in Australia and New Zealand from May 2011. The move is part of efforts to strengthen overseas sales of the water purification equipment business.

Mitsubishi Rayon Cleansui entered the China market in earnest in 2006, to service growing overseas demand for clean tap water, particularly in the Asian region. In 2010, the company successfully introduced Cleansui™ units for commercial-use water in restaurants in Shanghai. The Cleansui™ Q601 home-use model launched in October 2008 has likewise seen sales grow steadily on the strength of its recognized high purifying efficacy.

In the ensuing period, Mitsubishi Rayon Cleansui has worked diligently to further develop the water purification business in overseas markets. Steps have been taken to research and upgrade products in line with tap water quality standards in different countries, while at the same time putting in place a marketing network. Despite some regional variation, tap water in Australia and New Zealand is similar in quality to tap water in Japan, which is generally regarded as "soft". In this regard, these markets offer an opportunity for the effective application of the Cleansui™ lineup. Accordingly, tests are underway ahead of market launch.

In addition, MKM, like Mitsubishi Rayon Cleansui a member of the Mitsubishi Chemical Holdings Corporation (MCHC) Group, decided to engage in the direct marketing of MCHC products through the extensive sales network of Verbatim Corporation, an overseas marketing subsidiary. Consideration was accordingly given to what products to market. The decision to launch sales of Cleansui™ products in Australia and New Zealand reflected Mitsubishi Rayon Cleansui's commitment to strengthening its overseas market base, dovetailing with MKM's business plans.

In Australia and New Zealand, mainstream purifiers use the activated carbon filtration method, which improves flavor and smell, but does not remove iron rust particles or bacteria. Using our Cleansui™ system incorporating hollow fibre membranes, removal of microparticles and bacteria becomes possible, enabling us to serve the needs of consumers who seek better tasting potable water.

Cleansui™ units to be marketed will have the same specifications as units sold in Japan. We plan to offer a rich and varied range of 10 different models, including pitcher=, faucet-mounted=, countertop=, and under-sink units. Using Verbatim's broad marketing channels, we will target large-scale and volume retail stores in each country. Our first-year sales target for Cleansui™ products in Australia and New Zealand is 50,000 units.

True to its slogan "A glassful of tasty & clean water" Mitsubishi Rayon Cleansui is committed to developing products that can ensure a supply of safe and pleasant-tasting water to people around the world. At the same time, based on the MCHC Group's concept of "orchestrating" (generating beautiful harmony through synergy of Group member companies), Mitsubishi Rayon Cleansui is strengthening its partnership with MKM, with a view to further overseas business expansion.

About the MCHC Group
MCHC was jointly established on October 3, 2005 by Mitsubishi Chemical Corporation and Mitsubishi Pharma Corporation (now Mitsubishi Tanabe Pharma Corporation). On October 1, 2007, Mitsubishi Pharma and Tanabe Seiyaku merged to create Mitsubishi Tanabe Pharma Corporation. On April 1, 2008, Mitsubishi Plastics, Inc. was relaunched under a new format following the reorganization and consolidation of the functional products businesses of the MCHC Group. Furthermore, Mitsubishi Rayon Co., Ltd. joined the MCHC Group on April 1, 2010. The MCHC Group now operates through four core companies.