Adapted by:
Miguel Jorge
WriterJournalist. I've spent more than half of my life writing about technology, science, and culture. Before landing here, I worked at Telefónica, Prisa, Globus Comunicación, Hipertextual, and Gizmodo. I'm part of Webedia's cross-section team.
Alba Mora
WriterAn established tech journalist, I entered the world of consumer tech by chance in 2018. In my writing and translating career, I've also covered a diverse range of topics, including entertainment, travel, science, and the economy.
Many people don’t know this, but the practice of quickly and efficiently using the bathroom was influenced by a historical event involving Uesugi Kenshin. One of Japan’s most powerful warriors, Kenshin died while he was in the toilet. After this incident, samurai developed a technique that involved crossing their legs while pooping.
Centuries later, Japan once again emerged as a leader in toilet innovation, with a specific company playing a key role in the process of cleaning after yourself.
A hygienic revolution. In 1982, a commercial on Japanese television marked a significant turning point in personal hygiene habits. In the ad, an actress posed a simple but thought-provoking question: If we wash our hands when they get dirty, why don’t we do the same for our bottom? This logic introduced the public to Toto’s Washlet–a toilet seat equipped with a built-in bidet, heating, drying, and other advanced features.
Initially, the reaction was one of shock and even rejection. The ad sparked controversy as it aired during dinner time. However, over the years, what began as a technological novelty evolved into a national symbol. Today, more than 80% of Japanese households have adopted this type of toilet.
From rarity to standard. The New York Times recently reported on the remarkable journey of Toto, a company founded in 1917 in Kitakyushu in Southeastern Japan. Toto developed a water-cleaning device inspired by an idea from the U.S. medical field in the 1960s. After redesigning it with meticulous Japanese craftsmanship, the Washlet was launched in 1980 and evolved gradually.
It took nearly two decades for the company to sell its first 10 million units. However, following the introduction of certain innovations, consumer acceptance skyrocketed. Innovations included deodorization in 1992, automatic lid closure in 2003, and precise water temperature adjustment.
In Japanese culture, even ordinary household items are viewed as sacred, and discomfort is a challenge to be addressed. Interestingly, the Washlet found a strong following. Today, Toto has sold more than 60 million Washlets worldwide, and sales continue to grow.
The international conquest. Although initial success in Asia was swift, entering other markets, such as the U.S., proved to be quite challenging for Toto. Since its arrival in 1989, the brand faced cultural taboos, campaign rejections, and even protests against billboards in Times Square that featured nudity. For many years, word of mouth was the only thing that kept the brand afloat.
Everything shifted dramatically with the onset of the pandemic. Toilet paper shortages and increased time spent at home prompted thousands of American consumers to reconsider their habits. In 2020, Washlet sales in the U.S. doubled and have maintained strong momentum since. Social media, luxury hotels, and endorsements from celebrities such as comedian Ali Wong and DJ Khaled have also contributed to the phenomenon’s growth.
The tourist effect. Another unexpected factor contributing to this expansion is tourism. For many visitors, experiencing a Japanese toilet has become a revelation and a must-try. The New York Times reports on Canadian professor Ryan Gregory, who notably bought two Washlets for his home after trying one in Japan.
This phenomenon is increasingly common, reinforcing Japan’s role as a manufacturer of technology, as well as an exporter of home comfort standards. In the U.S., where bidet toilets make up only 2.5% of the market, Toto sees a significant opportunity for growth.
Commercial challenges. However, Toto’s expansion faces some challenges. Most of the Washlets sold in the U.S. are produced in Thailand and Malaysia, and threats of tariffs from the Trump administration on these countries could lead to higher prices for their products.
Despite these hurdles, Toto president Shinya Tamura remains committed to his goals. He wants to double sales in the U.S. by 2027 and plans to make a symbolic return to Times Square. With an increasingly open international market and a product that turns a basic physiological need into a comfortable experience, the Japanese company is poised to lead a quiet but significant cultural revolution: your butt.
Image | Apan Upen
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