【Event Report】BRITA Japan Hosts Commemorative Ceremony for 20th Anniversary

BRITA Japan Co., Ltd., a Germany-originated home water filtration company (Chuo City, Tokyo; CEO: Michael Magie), held a commemorative ceremony on May 18 (Mon) to celebrate the 20th anniversary of BRITA Japan's establishment.

The event welcomed diverse partner companies that have supported the business. Executives from BRITA's German headquarters, including CEO Marcus Hankammer, also attended the ceremony in Japan. They expressed deep gratitude for the company's journey so far and announced future brand renewal initiatives and new product launch strategies.

Speech by BRITA Japan's President: Growth into the Top-Selling Brand in Japan's Home Water Filtration Market

At the opening of the ceremony, Michael Magie, President and Representative Director of BRITA Japan Co., Ltd., expressed heartfelt gratitude to the partner companies in attendance.

Comments from Michael Magie, President and Representative Director of BRITA Japan Co., Ltd.:

"Reaching the 20th anniversary of BRITA Japan is a significant milestone. We view our partners not as hierarchical entities, but as collaborators on equal footing, jointly creating value together. Over the past 20 years, with your tremendous support, we have steadily grown into the top-selling brand in Japan's home water filtration market and have become one of the most highly regarded local subsidiaries within our group. We will not stop here. We will continue to evolve. Our next step involves new challenges: expanding our product lineup and renewing our brand. We look forward to shaping new opportunities together with you."

Additionally, four executives who traveled from BRITA's German headquarters for this commemorative event were introduced: Marcus Hankammer, CEO of the BRITA Group; Karola Mojarrab, Executive Vice President of Consumer Sales; Claire Robes Wright, the newly appointed Senior Vice President for Asia Pacific; and Matthias Körner, Senior Vice President of Strategic Sales.

Speech by BRITA Group CEO Marcus Hankammer: Transformation from Product Company to 'Lifestyle Brand'

Next, Marcus Hankammer, CEO of the BRITA Group, took the stage to share BRITA's history, future vision, and his thoughts on the Japanese market.

Comments from Marcus Hankammer, CEO of the BRITA Group:

1. "Strong Trust Relationship" Built with the Japanese Market Marcus Hankammer shared a personal story about BRITA being a family-run company, shaped by his father's guiding principles of "not fearing failure, always moving forward, and fulfilling responsibility." He then expressed his deep sentiments toward the Japanese market:

"In Japan, 'responsibility' and 'trust' carry profound meanings and are carefully built over time. Once established, these bonds become exceptionally strong. Through our relationships with our Japanese partners, we have truly experienced this deep trust. Today, we operate in approximately 70 countries worldwide, and our success has always been the accumulation of local successes. Japan, where high standards are demanded for products, design, and human relationships, is an especially significant and inspiring market for us."

2. 'Why Change the Brand?' Conscious Transformation for the Future BRITA began with the simple idea of "making water better" and has long been recognized as a familiar household kitchen water filter. However, to meet the changing expectations of the world and remain meaningful for future customers, the company has decided to transform its brand.

"We are evolving from a company that simply makes excellent products into a brand that advocates 'conscious hydration as a lifestyle.' Our slogan, 'Drink better, Do better,' is more than just words. It reflects our firm commitment that personal well-being and environmental responsibility are inseparable. This transformation will drive innovation, digitalization, and sustainability, forming the foundation for future growth. With this brand renewal, BRITA's product portfolio will become more diverse and increasingly digital. The 20-year milestone in Japan is not an end goal. It is a moment to pause, express gratitude, reflect, and confidently look toward the future," he said.

Following this, Karola Mojarrab, Executive Vice President of Consumer Sales, took the stage. Together with the attending partner companies, she celebrated past successes and led a powerful toast to "shared success in the next 20 years," bringing the ceremony to a successful close.

About the BRITA Group

With total sales of 727 million euros in 2024 and 2,433 employees worldwide as of the end of 2024 (including 1,296 in Germany), the BRITA Group is one of the leading companies in the field of beverage water optimization. Its flagship brand, BRITA, holds a top-tier position in the global water filtration market.

Headquartered in Taunusstein near Wiesbaden, this family-owned company operates across five continents and 70 countries through 27 domestic and international subsidiaries, business locations, investments, sales partners, and industrial partners. It operates five production facilities in Germany, the UK, Italy, and China.

Founded in 1966 as the inventor of the household pitcher water filter, the company now develops, manufactures, and sells a wide range of innovative beverage water optimization solutions—from household products (pitcher filters, faucet-connected filters, soda makers, and BRITA-integrated solutions for small and large appliances from major manufacturers) to commercial solutions (for hotels, restaurants, catering, and vending machines), as well as plumbing-connected water dispensers for offices, schools, hospitality sectors, and care environments (hospitals, nursing facilities) where hygiene management is critical.

BRITA Group's Sustainability Initiatives

The BRITA Group believes it has a responsibility to reduce its environmental impact and is committed to its sustainability project themed "Balanced Impact."

"Balanced Impact" aims to manage the company's overall carbon footprint. This includes measuring CO2 emissions from business activities and implementing measures such as improving energy efficiency in manufacturing plants and office buildings, adopting corporate vehicle policies that promote electric vehicles, switching to energy-efficient LED lighting, and exploring investments in meaningful projects both internally and externally.

The company continues to strive to prevent CO2 emissions and minimize its impact on the planet.

About BRITA Japan Co., Ltd.

Established in 2005, BRITA Japan will employ approximately 30 people by the end of 2025. In addition to its core pitcher water filters, the company imports and sells bottle-type water filters, which have shown steady growth since their launch in 2017. As a company actively committed to environmental conservation, BRITA Japan aims to continue contributing to environmental protection, including reducing plastic waste.

Company Name: BRITA Japan Co., Ltd. Headquarters: JRE Ginza 3-chome Building, 3-15-10 Ginza, Chuo City, Tokyo Website: www.brita.co.jp

[Customer Inquiries] BRITA Customer Center: 0570-001-179 (Monday to Friday, 10:00–17:00, excluding weekends, holidays, year-end and New Year holidays)