German water purifier brand Brita eyes Korean market with eco-friendly tech

German water purification brand Brita plans to expand its eco-friendly lineup in South Korea as it celebrates its 10th anniversary next year. The company aims to capture the attention of consumers across all age groups with products designed for both health and sustainability.

“From mini purifiers to large-capacity systems, we aim to captivate every age group in Korea with products designed for both health and the environment,” said Angelo Di Praia, Managing Director of Brita Korea, in a recent interview with Maeil Business Newspaper.

Founded in 1966 by Heinz Hankammer, Brita is a German company that patented its first water purifier in 1970 and introduced the industry’s first filter recycling program in 1992. It now operates in more than 70 countries worldwide.

Since entering Korea in 2017, Brita Korea has offered a wide range of eco-friendly, installation-free purifiers — from compact models for single households to large-capacity systems for families and offices. In 2021, the company launched its “Green Leaf Membership” filter recycling program, which collected 738,561 filters as of March this year. The initiative is estimated to have reduced 17,072 tons of carbon emissions and 2,475 tons of disposable plastic waste.

Born and raised in Brazil, Di Praia previously worked at Samsung Electronics, Hewlett-Packard, Groupe SEB, and Kenwood before joining Brita. He said Brita’s mission and values deeply resonated with him, emphasizing that Brita Korea “goes beyond convenience to deliver products that reflect environmental responsibility.”

To date, Brita Korea has sold about 1.8 million purification systems and 23 million filters. From January to July 2025, its net sales grew 25 percent year-on-year. “South Korea is the world’s third-largest water purification market,” Di Praia said. “Consumers here are highly conscious of sustainability, health, and convenience — the key reasons behind our success.”

Brita invests more than 5 percent of its annual revenue in research and development (R&D), employing over 100 experts in its research division. Certified water sommeliers take part in testing, technological innovation, and chemical analysis at the company’s in-house laboratory.

The company’s commitment to innovation has led to products like the LARQ Water Filter Tumbler, which uses UV-C sterilization technology and has become popular among MZ consumers for its convenience and hygiene. Another model, the Cube On Purifier, instantly dispenses water at the desired temperature for tea, coffee, or baby formula preparation.

“Our goal is to change drinking habits sustainably,” Di Praia added. “Ultimately, we aim to replace single-use bottled water altogether.”