WASHLET – A Symbol of Japanese Hygiene Culture Conquering the World
Inspired by the article “The Rise of the Japanese Toilet” by River Akira Davis and Kiuko Notoya.
After dominating the domestic market, TOTO’s electronic bidet seat WASHLET – a product representing Japanese toilet culture – is now seeing booming sales in the U.S. TOTO’s president proudly declared: “Not even tariffs can stop this momentum.”
The Birth of a Revolutionary Product
In 1982, a shocking commercial aired across Japan. A young actress in a soft floral dress asked, “Hey everyone, if our hands are dirty, we wash them, right?”
“And the same goes for our sensitive areas,” she continued. “They deserve to be cleaned too.”
Advertising video on TOTO WASHLET in 1982
The advertisement introduced the WASHLET – an electronic toilet seat with an integrated bidet function, appearing for the first time and revolutionizing personal hygiene.
At first, the Japanese were hesitant, even strongly resistant to this new concept. But after 40 years, the WASHLET has become widely available in public restrooms across Japan and is now found in over 80% of Japanese households, setting the standard for convenience, cleanliness, and comfort. TOTO’s WASHLET-equipped toilets
TOTO’s WASHLET now accounts for more than 80% of all toilets installed in Japanese homes.
The Evolution of TOTO WASHLET
Founded in 1917 in Kitakyushu, southern Japan, TOTO has always led the way in sanitary innovation, introducing Western-style flushing toilets tailored to Japanese culture.
In the 1960s, TOTO learned that a bidet-style seat was being used in American healthcare and began local development. More than 300 employees were involved in testing to refine water flow, spray angle, and temperature.
The first WASHLET launched in 1980, offering three core functions: washing, drying, and a heated seat. It was priced around what would be $2,000 today, and the earliest models even malfunctioned—spraying inspectors in the face. Sales were slow at first; it took 18 years to sell 10 million units. But with features like deodorizing (added in 1992) and automatic flushing and lid opening (added in 2003), sales began to soar.
Between 2019 and mid-2022, TOTO sold another 10 million units, bringing total global WASHLET sales to over 60 million.
WASHLET leverages breakthrough technology for a complete hygiene experience, including a gentle aerated spray with adjustable modes, EWATER+ self-cleaning, and a range of smart features: automatic open/close, deodorizing, heated seat, dryer, and more. The warm water is maintained at a soothing 38°C, ensuring a relaxing experience.
From Spiritual Belief to Technology: WASHLET as a Cultural Icon
WASHLET’s rise is not just a story of technology—it reflects a deeper cultural value. Unlike in the West, where toilets are often viewed as unclean, Japanese people tend to regard the toilet as a sacred part of the home. This mindset stems from Shinto beliefs, which hold that deities can reside in everyday objects—including toilets – according to industry analyst Masako Shirakura.
This philosophy has helped Japan develop a unique form of capitalism: turning every minor inconvenience into a business opportunity. As Shirakura puts it, “This commitment to continuous improvement is what enabled Japan to perfect innovations like the WASHLET.”
From its domestic success, WASHLET expanded across Asia into neighboring markets like South Korea, Taiwan, and China.
Mr. Shinya Tamura, TOTO President and former WASHLET engineer, shared:
“I never imagined WASHLET would be embraced this widely around the world. But once accepted, it grows exponentially—like a J-curve.”
Going Global: Persistence – Innovation – Success
TOTO began targeting the U.S. market in 1989.
Despite cultural resistance—including rejected ads from magazines and malls, and backlash over the product’s frank messaging—TOTO persisted, expanding through Amazon, Costco, and local partnerships by the late 2010s. Still, early business performance remained modest, with annual sales under $300 million, driven mainly by word of mouth.
The turning point came with the 2020 COVID-19 pandemic. As Americans sought safer, more hygienic alternatives to toilet paper, WASHLET demand nearly doubled.
Eventually, WASHLET became a cultural phenomenon, appearing in luxury hotel tours and celebrity homes. Comedian Ali Wong devoted part of her 2024 Netflix special to Japan’s “magical toilet.” In 2022, rapper Drake even gifted four TOTO units to DJ Khaled.
President Shinya Tamura remarked again:
“I never imagined WASHLET would be embraced this widely around the world. But once accepted, it grows very fast.”
By 2023, over 40% of American home renovators opted for toilets with advanced features, with WASHLET leading the way. TOTO’s U.S. revenue has grown more than eightfold in just five years, with even greater growth anticipated.
A 2023 industry report noted that two in five U.S. homeowners renovating their bathrooms chose toilets with special features, including bidet seats like WASHLET.
Tourism has also helped spread WASHLET culture. Canadian biology professor Ryan Gregory tried WASHLET during a trip to Japan and admitted he was hesitant at first. But after the experience, he concluded that “North American toilets don’t even come close.” Upon returning home, he bought two WASHLETs—and his family and friends loved them.
Tariff Challenges and Future Outlook
Like many global companies, TOTO now faces shifting U.S. trade policy under the Trump administration. Most WASHLETs sold in the U.S. are manufactured in Thailand and Malaysia—countries now facing potential tariffs of over 20%. This could raise retail prices significantly.
Despite its pandemic-era surge, WASHLET-equipped toilets still make up only about 2.5% of total U.S. toilet installations.
Yet, President Tamura remains optimistic:
“Even with tariffs, the U.S. is still our biggest growth market.”
TOTO aims to double WASHLET sales in America by the end of 2027.
He even revealed a personal dream:
“To redeem myself, I want to try Times Square advertising again someday…”
