CuCute Dishwashing Detergent: Cleanness You Can Feel with Your Fingertips

Dishwashing detergents have various characteristics such as rich foaming and antibacterial action. But what people want from a dishwashing detergent is the power to thoroughly remove dirt from the dishes (according to a survey conducted by Kao in March 2024).
We therefore focused on how fast dishes become clean as a way to give our customers an immediate sense of how great the cleaning power of our products is. We then developed revolutionary new cleaning components and combined them with our unique evolved Hybrid Wash technology to deliver the highest cleaning power in the history of CuCute and long-lasting, easy-to-rinse foam at the same time.

New CuCute quickly emulsifies oil and makes it difficult for dirt once removed to reattach to the dishes, making them squeaky clean when rinsed. You can feel this superb cleaning power by touching the clean dishes with your fingertips.
In addition to optimizing formulations, we focus on differences in detergent concentration between during washing and during rinsing, and design surfactant molecules that work at both concentrations. By pursuing both long-lasting foam that stays intact if the dishes are heavily soiled and easy-to-rinse foam that quickly disappears when rinsed, we were able to reduce water consumption for rinsing by approximately 20%^*1 .

In step with diversifying lifestyles, we will keep proposing solutions that make dishwashing more enjoyable and more efficient while aiming to provide products and services that are friendly to people, society, and the environment.