In recent years, Japan has seen a surge in tourism, with more visitors flocking to the country than ever before. One of the country’s most private attractions, the high-tech toilet, has gained international attention and is now considered a must-have in luxury bathrooms worldwide. These bidet toilets, equipped with warm seats and precision spray technology, have become a staple in Japanese homes, with over 80 percent of households owning one, according to a government survey.
Sales of high-tech toilets are on the rise abroad, particularly in the United States, where celebrities like Drake, the Kardashians, and Alexandria Ocasio-Cortez have become avid fans. Japanese company TOTO, a pioneer in electric bidets, has seen overseas revenue for toilets double from 100 billion yen in 2012. The COVID-19 pandemic played a significant role in driving this trend, as consumers sought alternatives to toilet paper amidst panic-buying and a home-renovation boom.
TOTO’s senior executive, Shinya Tamura, attributes the brand’s international success to word-of-mouth marketing. Despite initial skepticism about the technology behind bidet toilets, once users experience the comfort and cleanliness they provide, they become loyal customers. While overseas sales for housing equipment are currently lower than in Japan, TOTO aims to increase its presence in the Americas by 19 percent over the next two years.
The competition in the high-tech toilet market is heating up, with US brands like Kohler introducing innovative features like the Numi 2.0, which boasts voice control through Amazon Alexa. Priced at $8,500 to $10,000, the Numi 2.0 offers luxury functions such as an automatic deodorizer, motion-activated lid, and customizable spray settings. Despite the premium price tag, American consumers who encounter Japanese toilets during travel often seek to replicate the experience in their own homes.
While bidets are increasingly popular worldwide, they remain a private and sometimes taboo subject for many consumers. TOTO has faced challenges in expanding its market due to cultural attitudes towards bathroom habits. In the past, the company struggled to advertise its Washlet bidet in the US and faced resistance from traditional retailers.
However, with the rise of social media and a more open attitude towards discussing personal experiences, the perception of bidet toilets is slowly changing. Influencers like Canadian TikTok star Spencer Barbosa and celebrities like Drake and Ocasio-Cortez have brought attention to the comfort and convenience of high-tech toilets. TOTO’s long journey from importing bidets to Japan to becoming a global leader in bathroom technology reflects the evolving nature of consumer preferences.
The Future of High-Tech Toilets
As the bidet craze continues to grow, the market for high-tech toilets is expected to expand further. TOTO’s history of innovation and commitment to quality has made it a household name in Japan and beyond. With over 60 million Washlets sold worldwide, the company’s impact on popular culture, as seen in TV shows like “The Kardashians” and “South Park,” is undeniable.
For consumers who may still be hesitant to try a bidet toilet, industry experts recommend considering the long-term benefits and convenience they offer. As remodeled bathrooms increasingly incorporate advanced features, the transition to high-tech toilets may become more seamless. Ultimately, the global appeal of bidet toilets reflects a shift towards a more hygienic and comfortable bathroom experience for consumers around the world.
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