Feeling Flush: Japan’s High-tech Toilets Go Global
As Japan welcomes a record number of tourists, one of the country’s more discreet attractions, the high-tech toilet, is making its mark in luxury bathrooms worldwide. Bidet toilets, with their warm seats and precision spray technology, have become a common feature in Japanese households, with over 80 percent of homes equipped with one, according to a government survey.
Sales of these high-tech toilets are now on the rise internationally, particularly in the United States, where celebrities like Drake, the Kardashians, and Alexandria Ocasio-Cortez have become avid fans. TOTO, a Japanese company that pioneered electric bidets, has seen a significant increase in overseas revenue, doubling from 100 billion yen in 2012. The surge in sales can be attributed to the pandemic, which led to a spike in home renovations and a heightened awareness of hygiene, prompting consumers to seek alternatives to toilet paper.
Shinya Tamura, a senior executive at TOTO, noted that the brand’s success abroad has been largely driven by word-of-mouth recommendations. Despite initial reservations about the water jets in bidets, users quickly become converts once they experience the comfort and cleanliness it offers. TOTO aims to strengthen its presence in the Americas and expand its market share, facing competition from US brands like Kohler, whose Numi 2.0 model boasts advanced features like voice commands via Amazon Alexa and customizable settings.
While the luxurious Japanese-style toilets are gaining popularity as a status symbol, TOTO has faced challenges in promoting bidets in foreign markets due to cultural hesitations. However, with the rise of social media influencers and endorsements from celebrities like Drake and Ocasio-Cortez, the perception around bidets is gradually changing. TOTO’s journey from importing bidets from the US to becoming a global leader in high-tech toilets reflects the evolving preferences of consumers seeking comfort and convenience in their bathrooms.
With bidets becoming a sought-after feature in luxury bathrooms, the once-private experience is now garnering more attention and interest worldwide. As the bidet craze continues to grow, it seems that even the most hesitant individuals may eventually be won over by the allure of high-tech toilets. So, why not consider adding this modern convenience to your bathroom during your next renovation?
Source: Pictures by Philip Fong and Yuichi Yamazaki. Video by Atish Patel. nf/kaf/sco/cwl