Japan's consumer electronics market is renowned as a tough nut to crack for foreign competitors, given the high quality of domestic products and cutthroat competition. But that doesn't seem to matter to aggressive planners at U.S. air cleaner maker Rabbit Air, who are pinning their hopes on robust sales there.

Demand for reliable air cleaners has always been strong in Japan, where the population density and sensitivity to airborne pollutants is high in cities. The seasonal kafunsho (hayfever) season, which usually strikes from February through April, has become a national phenomenon known to affect some 13% of Japan's 126 million people.

Demand for reliable air purifiers has always been strong in Japan, where the population density and sensitivity to airborne pollutants is high in cities. The seasonal kafunsho (hayfever) season, which usually strikes from February through April, has become a national phenomenon known to affect some 13% of Japan's 126 million people.

It's no surprise then, that some of the best-known air cleaner makers in the world - Daikin Industries, Sharp, and Panasonic, et al - are located in Japan.

Undaunted, Rabbit Air business developer Edwin Cheung thinks there is still room for competition. "Depending on the product, not a lot of foreign companies even bother to come to Japan; the competition is too tough," he says. "The reality is that it's very hard to make an air purifier that is both powerful enough to filter out pollutants from a large quantity of air without creating much noise."

But Rabbit Air is apparently armed for the fight. Founded in 2004, the firm was recognized as one of the fastest growing companies in the U.S. from 2009 to 2012 by INC. magazine.

It also boasts a slew of awards, including a Red Dot Design Award in Germany, a Good Design Award in Japan (both in 2014), and an Energy Star rating for power efficiency. Rabbit Air arrived in Japan in 2015 after spending most of its marketing efforts in North America.

At the core of all of the company's purifiers are high-efficiency particulate arrestance (HEPA) filters, which eliminate 99.97% of pollutants such as dust, allergens, pollen, dust mites, pet dander, mildew and mildew spores without producing harmful byproducts such as ozone.

The filters are installed on both of the company's product lines. The curvaceous, all-white, BioGS 2.0 machine measures 22"x16.6"x10" and features an innovative motor with inverter control that operates at five different speeds, automatically monitoring air quality for pollutant level and adjusting power as needed. It can recycle air in a room up to an area of 550 square feet.

Such perks aren't cheap; Rabbit Air's purifiers typically cost 50% more than comparable Japanese units. The BioGS 2.0 SPA625A retails for about $400, but that hasn't posed a major obstacle, says Mr. Cheung. Factory installed filters are rated at a three year lifespan before needing replacement, making the machines more cost-effective over time.

"The BioGS 2.0 takes a holistic approach to the air purification by reducing light pollution through a discreet display while keeping whisper-quiet operation," says online product evaluator airbetter.org. It draws particular attention to the filter set, which includes germ defense, pet allergy, toxin absorber, and odor remover units, the last of which is ideal for homes with heavy smokers, strong cooking smells and pet odors. A filter-life indicator reminds the user automatically when filters need to be changed.

Alarming smog levels in some areas of Asia may make Japan, and particularly China, fertile ground for Rabbit Air's high-tech purifiers. In recent years, particulates measuring up to 2.5 microns, or 0.0025 millimeters in diameter, have been detected in many areas of Japan as they drift over from China. The "PM2.5" pollutants have generated national concern, as they are small enough to penetrate the lungs, causing asthma and raising the risk of lung cancer. They are also linked to arrhythmia, an irregular heartbeat condition.