As Japan experiences a surge in tourists, one of the country’s most sought-after luxuries is gaining worldwide attention – the high-tech bidet toilet. Renowned for their warm seats and intricate spray technology, bidet toilets are a common feature in more than 80% of Japanese households. Sales of these high-tech toilets are on the rise internationally, with celebrities like Drake, the Kardashians, and Alexandria Ocasio-Cortez endorsing the trend. Japanese company TOTO, a pioneer in electric bidets, claims to have initiated a “global revolution from wiping to washing”. The COVID-19 pandemic played a significant role in boosting bidet toilet sales, as consumers sought germ-conscious alternatives to toilet paper amidst panic-buying and home-renovation trends.
TOTO’s success in the international market has largely been attributed to word-of-mouth recommendations. While the company’s revenues from housing equipment abroad currently represent less than a third of those in Japan, TOTO aims to increase sales in the Americas by 19% in the next two years. However, stiff competition from US brands like Kohler poses a challenge to Japanese companies’ dominance in the bidet toilet market. At a tech fair in Las Vegas, Kohler’s Numi 2.0 was lauded as the “smartest toilet”, featuring voice-command capabilities and advanced functions similar to top Japanese models. Despite the luxury and convenience that such high-end bidet toilets offer, their price point – ranging from $8,500 to $10,000 – remains a deterrent for some consumers.
Bidet toilets have evolved from being a functional necessity to a status symbol, with Americans increasingly inspired to upgrade their bathrooms after experiencing high-tech toilets in Japan. The private nature of bidet toilet use makes it a topic that is often considered taboo or uncomfortable for some individuals to discuss openly. However, in the age of social media and online sharing, influencers like Canadian TikTok star Spencer Barbosa and personalities like Drake and Ocasio-Cortez have contributed to destigmatizing bidet toilet usage. TOTO’s journey from importing bidets from the US to becoming a global leader in high-tech toilet technology reflects the changing attitudes towards bathroom hygiene and comfort.
With over 60 million Washlets sold worldwide, TOTO’s influence on the bidet toilet market is undeniable. As the popularity of bidet toilets continues to grow, even the most hesitant skeptics may eventually embrace the trend. Experts recommend that customers consider installing the necessary electrical infrastructure during bathroom renovations to accommodate future bidet toilet purchases. The bidet revolution is not just a passing fad, but a reflection of changing consumer preferences and a shift towards more hygienic and comfortable bathroom experiences.
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