WASHLET – The Innovation that changed Japan’s bathroom culture
Over 30 years have passed since TOTO’s WASHLET was first introduced in 1980. Prior to that, the habit of “washing after using the toilet” was virtually non-existent in Japan. However, with the advent of the WASHLET, this practice became so widespread that people now feel uncomfortable without it. The WASHLET has since become synonymous with electronic bidet seats.
Common wall-hung toilet sizes and installation notes
The widespread adoption of Western-style toilets in Japan contributed significantly to the rapid growth of WASHLET. It took 18 years after its launch to sell 10 million units, but only 7 more years to reach 20 million. Just 5 years after that, in January 2011, sales surpassed 30 million units. According to a consumer trend survey by Japan’s Cabinet Office at the end of March 2011, the penetration rate of electronic bidet seats in households had reached 70.9%.
WASHLETs are not only found in private homes but are also widely installed in public facilities. In addition to hotels, shopping centers, and restaurants, WASHLETs have been installed at the Showa Air Base in Antarctica, onboard the Boeing 787 aircraft operated by ANA and JAL, on JR East’s Tohoku Shinkansen (E2–1000 series), and even on the luxury cruise ship “Asuka II” operated by NYK Cruises Co., Ltd.
WASHLETs have become so popular that TOTO developed a portable version called the “Travel WASHLET” specifically for travelers. This compact handheld device works by filling a cylindrical container with warm water and using a pump to spray the water. Without the need for flashy advertising, positive word-of-mouth among travelers led to a significant boost in Travel WASHLET sales.
Let’s take a look at the history of the WASHLET to understand why it has become so beloved in Japan.
The Origins of WASHLET
In 1964, when the Tokyo Olympics were held, Toyo Toki Co., Ltd. (the predecessor of TOTO) began importing and selling a product called the “Wash Air Seat” — a toilet seat attachment distributed by the American startup, American Bidet Company. Originally, the product was intended for medical use, specifically to clean patients suffering from hemorrhoids.
The first domestically manufactured electronic bidet seat was the “Sanitarina 61,” released by Ina Seito in October 1967. However, due to high costs (sold as a set with the toilet), susceptibility to rust from water sprayed through iron components, and low manufacturing yields of ceramic parts at the time, the product did not gain much market traction.
Starting in 1969, TOTO began producing a domestic version of the Wash Air Seat with the added feature of a heated toilet seat. Initially, it targeted hospitals, welfare facilities, and high-income households. However, the product faced challenges such as inconsistent water temperature and unstable spray direction. Author Shusaku Endo once wrote about it, saying: “The water is extremely hot. (content omitted) I’ll never dare use this thing again in my life.”
Still, TOTO was determined not to give up. During Japan’s period of rapid economic growth, demand for sanitary equipment surged alongside a housing boom. But after the 1973 oil crisis, new housing construction plummeted, and sales of toilets and related products stagnated. At that point, the electronic bidet seat was seen as a potential savior for TOTO’s business.
This optimism was grounded in Japan’s cultural values—its love for cleanliness and openness to new ideas. Even when washing after toilet use was not yet common, we believed that by continually refining features that offered cleanliness and comfort, we could create a sanitary product beloved by Japanese consumers. That’s when the commitment to turning the electronic bidet into a mass-market product truly began.
