Transforming hotel cleaning from a 'task' to a 'job that protects the brand.' Aiming for a future that redefines cleaning as 'Brand Keeping.'

*Brand Keeping refers to initiatives that protect and enhance a hotel's value through the quality of its cleaning.

You can find more details about Brand Keeping here: https://mmin-net.co.jp/hotelcleaning/

We support 'April Dream,' an initiative that aims to make April 1st a day for sharing dreams. This press release represents the dream of MM International Co., Ltd.

On April 1, 2026, MM International Co., Ltd. participates in 'April Dream,' organized by PR TIMES, to declare our dream for the future: to redefine the value of hotel cleaning.

Our dream is for the work of hotel cleaning to be recognized by society not as a mere task, but as 'Brand Keeping'—a profession that protects and enhances a hotel's brand.

Currently, hotel cleaning is often viewed as a 'cost' or a 'routine task,' and its essential value is not fully understood. In reality, however, the cleanliness and quality of a guest room significantly influence the satisfaction of the stay and are directly linked to a hotel's reputation and brand value.

We believe that cleaning quality is a critical factor that builds a hotel's reputation, which in turn leads to attracting more guests.

Bringing the new concept of 'Brand Keeping' to society

That is why we position hotel cleaning not as a simple chore, but as a 'strategic initiative to maintain and improve the brand.' We will continue to visualize this value through every aspect of on-site quality control, training, and operations.

In the future, we want to realize a society where the work of everyone involved in hotel cleaning is fairly evaluated, and where they can take pride in being 'professionals who support the brand.'

If cleaning changes, the value of the hotel changes. And that value will change the future of the hotel.

We will continue to evolve the way hotel cleaning is done and spread the new concept of 'Brand Keeping' throughout society.