Melbourne to Walmart: How CEO Qinghua Siluo Built a $30M Sustainable Global Pet Empire

Entrepreneur Qinghua Siluo did not set out to just sell pet supplies; he set out to fix a seventy-year-old mistake. For decades, the world relied on heavy clay, which filled homes with dust and scarred the earth through mining. Most people accepted the mess as a part of owning a cat. Siluo did not. From his home in Melbourne, he looked at this stagnant $12 billion industry and saw an opportunity to do better.

As the founder of Michu, Siluo turned a simple plant-based idea into a $30 million global powerhouse. By replacing old-school clay with tofu, he didn't just create a new product—he created a new standard for pet care. In 2025, this bold move earned him the top spot at the Smart50 Awards. His rise shows how a clear focus on health and tech can disrupt even the oldest markets.

The Science of the Soy Pellet

Siluo knew that "green" tools often fail if they do not work well. He set out to build a better pellet. His wife, Chris Li, was a nurse. She looked at the project through a health lens. They did not see litter as trash. They saw it as a way to stop germs and help cats breathe.

The tech inside Michu Wonder Litter is smart and clean. Siluo used a new way to press soy fibers together. Most plant litter falls apart and makes a mess. Siluo fixed this. He found the right amount of pressure to make the pellets tight. This stops the dust before it can start.

"We treated the pellet like a small engine," Siluo says. "If it is not solid, it will not work. We tested every batch to make sure it stayed strong."

The results are easy to see. Thousands of owners say their cats sneeze less now. By using food waste to make a high-end product, Siluo created a cycle that helps the home and the earth.

Skipping the Gatekeepers: A Global Strategy

In the past, you needed a big check to get into stores. Siluo did not wait for an invite. He went straight to the people. He used social media to show how Michu worked. He made short videos of the litter in real homes.

This plan worked. People saw the product and liked it. Soon, the big stores had to take notice. Once the fans asked for Michu, the doors opened. Today, Michu is a global name. You can find it in:

860 Coles stores across Australia.

Petbarn and Pet Circle.

Walmart and TikTok Shop in the USA.

Siluo’s plan was new at the time. Now, other brands try to copy how he talks to his fans. He proved that a small brand can win the world stage if it has a clear goal.

$30 Million and Counting: A Market Leader

Under Siluo, Michu grew rapidly. In the first year, it made $509,000. By 2025, it hit $5.62 million in Australia. All told, the brand has generated over $30 million worldwide. These numbers show that Siluo is a leader in his field.

Winning the 2025 Smart50 Award was a big win. The judges liked his growth and his steady profits. He has created many new jobs in Melbourne. He also helps the local economy by shipping his goods to the U.S. and Asia.

"We did not just grow," Siluo says. "We fixed a problem that people had for years. That is why we won."

A Cleaner Earth: Six Million Bags Sold

Success for Siluo is also about the earth. Michu has sold six million bags. That means thousands of tons of clay did not end up in the ground. Clay mining hurts the world. Tofu litter uses food waste. It is a win for everyone.

Siluo now uses his size to push his partners to be better. He wants less plastic in packs and less waste in the warehouse. He also spends time helping new founders. He speaks at events and advises those starting. He believes that if you are at the top, you should help others get there, too.

The Next Step: Checking Cat Health

Siluo is not done yet. He is working on a new kind of litter. It will change color to show if a cat is sick. Many cats hide their pain. This new tech will let owners see a health shift before it gets bad.

This fits his primary goal. He wants cats to live longer, better lives. From a messy box in Melbourne to a $30 million global firm, Qinghua Siluo has changed the pet world for good. He is not just selling litter. He is building a healthier future for pets and the people who love them.