In recent years, Japan has seen a surge in tourism, with visitors flocking to explore the unique attractions the country has to offer. One of the more private yet intriguing features making waves is the high-tech toilet, specifically the bidet toilet. These state-of-the-art toilets, equipped with warm seats and precision spray technology, have become a staple in luxury bathrooms worldwide. In Japan, over 80 percent of homes boast a bidet toilet, highlighting the widespread acceptance and appreciation for this innovative bathroom fixture. Notably, celebrities like Drake, the Kardashians, and Alexandria Ocasio-Cortez have endorsed bidet toilets, further propelling their popularity globally.
Japanese company TOTO stands at the forefront of the bidet toilet revolution, having pioneered the electric bidet technology that has reshaped the way people approach personal hygiene. TOTO has witnessed a significant increase in overseas sales, with revenue for toilets doubling from 100 billion yen in 2012. The COVID-19 pandemic played a pivotal role in driving demand for bidet toilets, as consumers sought hygienic alternatives to traditional toilet paper following supply shortages. Shinya Tamura, a senior executive at TOTO, emphasized the word-of-mouth success of the brand, emphasizing that the experience of using a bidet toilet transcends mere description.
While TOTO dominates the bidet toilet market, US competitors are ramping up their efforts to challenge Japanese brands with cutting-edge innovations. Kohler, a US-based company, showcased its Numi 2.0 toilet at a tech fair in Las Vegas, touting it as the “smartest toilet that exists.” The Numi 2.0 features advanced functionalities like an automatic deodorizer, motion-activated lid, and customizable spray settings. However, luxury comes at a price, with high-end models like the Numi 2.0 retailing for several thousand dollars, compared to more affordable bidet seats priced around $500. Despite the cost, American consumers, inspired by their experiences in Japan, are increasingly opting to upgrade their bathrooms with bidet toilets.
The concept of bidet toilets as a status symbol is gaining traction globally, yet cultural attitudes towards discussing personal hygiene remain a challenge for brands like TOTO. Initially faced with prudishness in foreign markets, the company has adapted its marketing strategies to align with the share-all internet era. Social media influencers like Canadian TikTok star Spencer Barbosa and music icon Drake have openly embraced bidet toilets, influencing a broader acceptance of this once-taboo topic. As the bidet craze continues to grow, even the most hesitant individuals may find themselves converted over time, as luxury and comfort take precedence in the bathroom.
TOTO’s journey from importing bidets to Japan in the early 20th century to becoming a global leader in high-tech toilets exemplifies a legacy of innovation and transformation. Founded in 1917 with the aim of introducing Western-style toilets to Japan, TOTO faced initial challenges due to prevailing sanitary practices in the country. However, through perseverance and innovation, the company revolutionized the bathroom experience with the introduction of Washlet bidets. With over 60 million Washlets sold worldwide, TOTO continues to shape the future of bathroom technology, as highlighted in popular culture references in shows like “The Kardashians” and “South Park.”
The growing popularity of high-tech bidet toilets signifies a shift towards embracing innovative solutions for personal hygiene and comfort. As global demand for bidet toilets rises, manufacturers like TOTO and Kohler are pushing the boundaries of technology and design to cater to discerning consumers seeking luxury and convenience in their bathrooms. Whether it is through celebrity endorsements or social media influence, bidet toilets are undoubtedly making a splash in the world of modern amenities, transcending cultural barriers and transforming the way we perceive bathroom essentials.
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