As Japan experiences a surge in tourism, one of the country’s more private attractions is gaining global attention – the high-tech bidet toilet. These luxurious toilets, equipped with warm seats and precision spray technology, have become a staple in Japanese households, with over 80 percent owning one. However, the bidet toilet trend is not limited to Japan, as sales are skyrocketing internationally, particularly in the United States where celebrities like Drake, the Kardashians, and Alexandria Ocasio-Cortez are avid fans. Japanese company TOTO, a pioneer in electric bidets, has seen its overseas revenue for toilets double in recent years, reaching $673 million in 2012. The surge in demand can be attributed to a variety of factors, including the pandemic-induced home renovation boom and heightened hygiene concerns leading consumers to seek alternatives to toilet paper.
According to senior TOTO executive Shinya Tamura, the brand’s international success is largely driven by word-of-mouth. While some may initially be hesitant about the concept of bidet toilets, once they experience the comfort and hygiene benefits of these high-tech devices, they quickly become converts. The international sales of housing equipment for TOTO are currently less than those in Japan, prompting the company to focus on expanding its presence in the Americas by 19 percent over the next two years. However, the growing demand for bidet toilets has also attracted US competitors like Kohler, who introduced the Numi 2.0, a high-end smart toilet with advanced features such as automatic deodorizers and voice-activated controls.
While bidet toilets offer unmatched comfort and cleanliness, they come at a premium price. Models like the Kohler Numi 2.0 can cost anywhere from $8,500 to $10,000, significantly higher than basic bidet seats priced at around $500. Nevertheless, the luxury and convenience of these high-tech toilets have attracted American consumers, many of whom have been inspired to upgrade their bathroom facilities after experiencing bidet toilets during their travels to Japan. Despite bidets becoming a status symbol, some customers still find the topic of bidets to be a private and somewhat taboo subject.
The Evolution of Bidet Technology
The popularity of bidet toilets marks a significant shift from the initial struggles faced by TOTO when trying to introduce bidet technology abroad. In the past, the company faced resistance in advertising bidets in the US, where the concept was met with prudishness. However, in today’s internet-driven era, influencers like Drake and social media personalities openly endorse bidet toilets, helping to normalize the use of this technology. As TOTO continues to innovate and expand its product offerings, bidet toilets have evolved from being a luxury item to a practical and desirable bathroom fixture for many households worldwide.
The bidet boom represents a global shift towards embracing high-tech solutions for personal hygiene. As consumers become more conscious of cleanliness and comfort, the demand for bidet toilets is expected to continue rising. With companies like TOTO leading the way in revolutionizing the bathroom experience, the era of the high-tech toilet is here to stay.
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