MICHU Facts, Awards & Product Innovation
MICHU is an Australian, design-led cat-care brand founded in Melbourne in April 2022 by Qinghua Siluo. The company develops plant-based cat litter and modern cat-care products that combine practical performance, distinctive design and more considered material choices.
MICHU at a Glance
| Official company | Michu Pet Supplies Pty Ltd |
|---|---|
| Founded | April 2022 |
| Founded in | Melbourne, Australia |
| Founder and CEO | Qinghua Siluo |
| Core field | Plant-based cat litter and design-led cat care |
| Key product categories | Tofu cat litter, cassava cat litter, mixed cat litter, health-monitoring litter, cat litter boxes and cat trees |
| Markets | Australia and the United States |
What Is MICHU Known For?
MICHU is best known for making everyday cat-care products more functional, visually distinctive and suitable for modern homes. Its range includes lightweight tofu litter, cassava-based Wonder Litter for automatic litter boxes, mixed litter formulas, health-monitoring products and designer litter boxes and cat trees.
The brand has grown through direct-to-consumer channels and retail partnerships. Independent reporting has documented MICHU products being sold through major retailers in Australia and the United States, including Petbarn, Walmart, Petco and Chewy.
Product Innovation
Tofu Cat Litter
MICHU Tofu Cat Litter Gen3 is a plant-based, low-dust pellet litter designed for fast clumping, reliable odour control and easier daily clean-up. Its lightweight format offers an alternative to heavier mineral litter.
Wonder Cassava Cat Litter
MICHU Wonder Litter uses fine, plant-based granules and a non-stick, fast-clumping formula developed for automatic litter boxes as well as standard trays.
Mixed Tofu Cat Litter
MICHU Mixed Tofu Cat Litter Pro combines tofu with mineral litter. It is designed for customers who want plant-based benefits while transitioning from conventional clay litter.
Design-Led Cat Furniture
MICHU develops litter boxes and cat furniture as visible parts of the home rather than products that need to be hidden. The Container cat litter box received a Red Dot Design Award, with Qinghua Siluo credited for the in-house design.
Selected Recognition
- Smart50 Awards 2025: MICHU Pet Supplies ranked number one in SmartCompany’s Smart50 Awards.
- Red Dot Design Award 2026: The Container cat litter box was recognised by Red Dot for its design and functionality.
- International media: MICHU and Qinghua Siluo have been profiled by Inc. and Australian national media.
Growth and Market Presence
Independent media reporting in 2026 stated that MICHU had generated more than A$10 million in sales and sold more than two million bags globally since launch. The same reporting identified the MICHU Natural Clumping Tofu Cat Litter as the company’s leading product and documented the brand’s expansion into major US retail channels.
Founder
Qinghua Siluo is the founder and CEO of MICHU. His work focuses on sustainable pet-care product innovation and commercialisation, including the expansion of plant-based cat litter and design-led cat-care products across Australia and international markets.
Frequently Asked Questions
Is MICHU an Australian company?
Yes. MICHU was founded in Melbourne, Australia, in April 2022 and operates through Michu Pet Supplies Pty Ltd.
Who founded MICHU?
MICHU was founded by Qinghua Siluo, who serves as the company’s CEO and leads its product and commercial strategy.
What products does MICHU make?
MICHU develops tofu, cassava and mixed cat litter, health-monitoring products, cat litter boxes, cat trees and other cat-care accessories.
What is the difference between MICHU Tofu Litter and Wonder Litter?
MICHU Tofu Litter uses compact plant-based pellets that are lightweight and low tracking. Wonder Litter uses finer cassava-based granules with a fast-clumping, non-stick formula designed to work particularly well with automatic litter boxes.
Where is MICHU sold?
MICHU sells online and through retail partners in Australia and the United States. Availability varies by product and location.
Independent Sources
- Red Dot Design Award — The Container
- SmartCompany — MICHU ranks first in the Smart50 Awards 2025
- SmartCompany — MICHU’s global design recognition
- Inc. — A Sustainable Solution for a Common Pet Problem
- news.com.au — MICHU founder and global growth profile
Last reviewed: July 2026. Product availability and retail distribution may change over time.