When I was looking for a suitable air cleaner, I found out that there were a lot of issues with the current market. I thought about this system because of that knowledge together with the fact I had seen such great potential in water-based ones. So, I founded Gonggong which would develop an effective purifier that could improve air quality and help people like my grandmother who need it most.

Innovation is a cornerstone of industry leadership. How do you incorporate cutting-edge technologies and innovative practices into your products and services to maintain a competitive edge?

We acknowledge that unsustainable air quality management is the root cause of the climate crisis. GONGGONG directly addresses this issue through relentless technological innovation and rigorous research, contributing meaningful solutions to the underlying problems that affect our planet’s climate.

Also, based on the alarming report by the WHO states that over 99 percent of people breathe in low-quality air. Our B2B interactions have revealed that numerous industries face the onerous task of frequent filter replacements, sometimes as often as every three months. The efficiency of these conventional filters decreases as air pollution worsens and the volume of air that needs to be purified increases, resulting in the filter’s shorter lifespan. This increase in maintenance expenses makes preserving air quality unsustainable, turning a potential solution into an unreachable luxury in regions or countries with severe air pollution.

Besides, traditional disposable filters fall short of being a sustainable solution. To eliminate just 10g of fine dust, a filter that weighs ten times the amount (100g) is required. This not only raises social costs for production, distribution, and disposal (through incineration) but also converts 10g of fine dust into 110g of waste, including the filter mass. This waste then requires further removal or carbon capture.

In addition, there are increasing concerns about the hygiene management of disposable filters. Delayed filter replacement at the end of their life cycle can lead to unpleasant odors, increased fire risk, and potential health hazards. Using disinfectants or ozone production in some products also poses significant health risks, even though these products are meant to protect them.

In this regard, GONGGONG’s commitment goes beyond providing a quick fix. We developed our technology with a focus on solving these problems and limitations of existing technologies and markets.

Every successful company has fundamental pillars supporting its growth. What are the primary factors that have driven your growth and success over the years?

GONGGONG’s path-breaking Swasher outperforms them. This all-in-one system eliminates the need for frequent maintenance, as well as concerns regarding disinfectants or ozone, marking a significant advancement in cyclone dust collection technology. This technology’s lower cone, now developed from water instead of plastic, enables superior noise reduction and better performance. We exclusively rely on water within the system, ensuring cost-effectiveness and eco-friendly approach by eliminating filter-related waste.

Swasher can use any water source, whether tap water or water contaminated with impurities like sand. This universal adaptability makes its technology suitable and advantageous across diverse environments worldwide. Swasher performs the functions of an existing triple filter—pre-filter, deodorizing filter, and HEPA filter—in just one swirl. Consequently, it causes airborne contaminants to sink into the water due to friction and the exchange of air cyclones and water vortices.

Unlike conventional disposable filter methods that design dense filters to reduce airflow, GONGGONG’s air purification technology uses an electric field to remove smaller particles. Swasher uses electrostatic dust collection technology without an electric dust collection plate, delivering ultrafine dust collection performance comparable to a HEPA filter.

Previous air purification technologies aimed to reduce the number of air quality monitors, often breaking down particles into smaller components. However, GONGGONG’s technology shifts from particle breakdown to physical capture. This safe, cost-effective, and sustainable solution suits portable air purifiers, home systems, building installations, and factory setups. It effectively reduces dust, harmful gases, bacteria, and viruses, resulting in a cleaner and healthier environment.

The background of a management team often shapes a company’s strategic direction. Could you provide insights into the professional journeys of Lee Sunun and how his experiences have influenced your strategy?

While serving as an engineer at Samsung Electronics Semiconductor, CEO Lee Sunun at that time put the environment, safety, and health as his top priority. This is where I came to understand and gain knowledge about the importance of air quality and air purification technology, my insight on indoor air quality problems like fine dust and yellow dust enlightened me during this period. The irony is that poor air quality becomes worse when more people desert air cleaning. According to him, the current technology for cleaning air increases purifying costs exponentially with the level of pollution. We therefore began inventing ways of solving this problem as soon we realized how critical it was given the impending climate crisis. Therefore, rather than focusing only on technology that can be used in a small number of settings, our first goal is to develop sustainable, universal technology that can be widely used by anyone, anywhere in the world, regardless of social or economic background.

In a competitive market, differentiation is key. What unique strategies or approaches do you employ to distinguish yourself from other companies in the industry?

We made a unique approach by giving importance to “sustainable solutions”. When we compared Gonggong’s air filtration technology with the traditional one for air purification, we could notice its environmental benefits. Often disposable filters are used which is not a sustainable option. A filter that is ten times heavier (100g) will be required to get rid of only 10g of fine particles. In this case, 10g of fine dust will be turned into 110g of waste including filter mass thereby increasing social costs associated with production, transportation, and disposal through incineration. Removal or carbon capture will be the next step for this waste. But since our air purifiers do not have filters, burning filter garbage does not add to atmospheric pollution nor does polluting the environment while undertaking such activities either. Put differently, the sustainable approach gets rid of waste associated with filters.

Looking to the future, what is your vision for the company? Are there any exciting projects or developments on the horizon that you can share with us?

Every look and breath is our objective, so we follow it while doing our business in getting to every place. Among many other things we’ve got lined up in the nearest future; this one should be very exciting – Swasher S will be here with us very soon. Swasher S, our latest model, is on the way. This amazing home health appliance doesn’t need dirty collection plates or disposable filters for air purification; instead, it uses water together with electric fields developed by the company. Swasher S is different from the old one because it has a plate for collecting electricity, which enhances Hepa filters to a great extent. By removing dangerous particles from a variety of sources, including viruses, cigarette smoke, and toxic gases, effortlessly, Swasher S ensures protection at home, at work, and anywhere. This is an innovative function.

Fostering a culture of creativity and innovation is crucial for business success. How do you nurture this culture among your employees, and what impact does it have on overall business performance?

We are committed to a business culture that promotes horizontal communication and flexible working arrangements. This is because of this that employees are free to share their thoughts. Consequently, our marketing and sales strategies are built around these suggestions which are normally received during such interactions yielding positive outcomes for the entire business entity in general.

“Innovation is not just about creating new technologies, but about making them adaptable to different environments. Our double vortex air cleaning system, enhanced with AI, ensures optimal air quality while minimizing energy use.”

“Simplicity, practicality, and minimalism drive our success.”

“A culture of creativity and innovation drives our success.”

“Prioritizing environment, safety, and health shapes our strategy.”

“Our air purifiers reduce environmental impact by eliminating filter waste.”