Breathe easy with Gonggong’s patented water vortex air purifier, ensuring superior, sustainable air quality for all

The Silicon Review

Gonggong, founded by President and CEO Sunun Lee, emerged from a personal quest to improve air quality for a loved one. The journey began in 2018 when Sunun’s grandmother, who had undergone surgery, struggled with breathing difficulties aggravated by Seoul’s record-high fine dust levels. Despite extensive research and numerous attempts to find a suitable air purifier, nothing provided the relief she needed. Eventually, she moved to the countryside for better air quality. This pivotal experience revealed the deficiencies in the current air purifier market and inspired Sunun to seek a solution. Recognizing the untapped potential of water-based air purification, Sunun embarked on a mission to develop a more effective and reliable air purifier. Thus, Gonggong was founded, driven by a deep-seated desire to create a product that could genuinely improve air quality and, in turn, the lives of those affected by poor air conditions, like his grandmother.

Gonggong is committed to enhancing the well-being of its customers by making it easier and more convenient to manage health through superior air quality. Central to this mission is Gonggong’s proprietary technology—an innovative water vortex air purification method. This groundbreaking technology, developed in-house and patented, ensures that Gonggong offers nothing but the best in air purification. Designed to be universally applicable and cost-effective, the technology functions optimally even with unclean water, ensuring a sustainable air quality solution accessible to people worldwide, irrespective of their local water conditions.

In today’s world, the importance of prioritizing indoor air quality management is undeniable. Events such as fires, yellow dust storms, and viral outbreaks underscore the urgency of this issue. While there is a growing collective focus on sustainability, the current market, dominated by disposable filter and filter-free air purifiers, falls short of true sustainability standards. Consumers are increasingly aware of the deteriorating air quality and the inadequacies of existing air purifiers. Gonggong’s water vortex air purification technology addresses these concerns, offering a robust solution that meets the evolving needs of consumers. Through dedication and innovation, Gonggong has positioned itself as a leader in the air purification industry. By prioritizing sustainability and efficacy, Gonggong not only addresses the immediate need for better air quality but also contributes to the long-term health and well-being of its customers.

In conversation with Sunun Lee, President and CEO of Gonggong

Q. 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?

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.

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

The need to prioritize indoor air quality management has become undeniable. Factors like fires, yellow dust, and viruses underscore the urgency. Despite a collective focus on sustainability, the current market, predominantly comprised of disposable filter and filter-free air purifiers, falls short of true sustainability standards. The limitations of these conventional solutions highlight a pressing need for a more sustainable approach.

Enter GONGGONG with its innovative air purifier, Swasher. Inspired by “swirl,” “safe,” and “sustainable,” the product encapsulates its mission of combining advanced air purification technology with an eco-friendly design. This resulted in the firm setting a new standard in environmental stewardship while providing a healthier and safer living environment.

Our technology starkly contrasts conventional filtered air purifiers as it eliminates the need for filters. The company’s technology makes air purification smarter, greener, and more accessible than ever. Besides efficiently purifying substantial volumes of air, GONGGONG air purifiers are designed to provide convenience and sustainability by using minimal water, consuming less power, and operating quietly, marking a significant advancement over current options. This versatile technology functions with various water sources, including rainwater and tap water, and offers a distinctive alternative to traditional systems.

GONGGONG’s approach is all about catering to diverse needs across various sectors, whether for individuals, businesses, or government entities. For individual consumers, the company’s air purifiers provide fresh air in their personal spaces, like living rooms, bathrooms, and small offices. These purifiers are created to deliver effective purification on a smaller scale. On the other hand, its B2B efforts are directed towards large-scale projects, including smart city initiatives, where it provides bespoke system solutions to expansive areas like industrial sites and manufacturing plants.

Q. 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 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.

Q. 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?

Our vision is “Innovating the air you breathe in every space,” and we operate our company with the goal of expanding into all spaces. Among the various projects we have planned for the future, we are excited to share the upcoming launch of Swasher S. We are preparing to launch our new model, the Swasher S, which is a revolutionary home-health device that utilizes our water and electronic field technology to purify the air, eliminating the need for disposable filters or dust collection plates. What sets Swasher S apart from the previous version is the addition of an electric dust collection plate, significantly enhancing its performance as a Hepa filter. This innovative feature allows Swasher S to seamlessly remove harmful particles from various sources, such as cigarette smoke, viruses, and harmful gases, ensuring protection at home, in the office, and beyond.

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

We foster an in-company culture through flexible and autonomous work arrangements and by creating an environment of horizontal communication. This allows employees to freely share their opinions without hesitation. The ideas generated from this open communication are then incorporated into our marketing and sales strategies, leading to positive outcomes and overall business success.