The surge in international sales of high-tech bidet toilets, pioneered by Japanese company TOTO, is indicative of a growing trend towards luxury bathroom experiences worldwide. These sophisticated toilets, equipped with warm seats and precision spray technology, have become a must-have for A-list celebrities like Drake, the Kardashians, and even US congresswoman Alexandria Ocasio-Cortez. As Japan continues to attract record numbers of tourists, the influence of its high-tech toilets is spreading beyond its borders, with over 80 percent of homes in Japan already having them installed.
The COVID-19 pandemic played a significant role in boosting the sales of bidet toilets internationally. With consumers becoming more germ-conscious and looking for alternatives to toilet paper, the demand for bidet toilets skyrocketed. As shelves were cleared by panic-buyers, the appeal of bidet toilets, with their water-jet technology and temperature controls, became more evident. According to TOTO executive Shinya Tamura, the growth of the brand has largely been driven by word-of-mouth, with users realizing the benefits of bidet toilets through personal experience.
While Japanese companies like TOTO have long dominated the bidet market, US competitors like Kohler are now challenging their throne with innovative features like the Numi 2.0. This “smartest toilet that exists” boasts advanced functions such as automatic deodorizers, motion-activated lids, and pulsating spray wands, albeit at a higher price point. American consumers, often inspired by their experiences in Japan, are increasingly willing to invest in high-end bidet toilets as a symbol of luxury and comfort in their homes.
The shift in public attitudes towards bidet toilets, from prudishness to curiosity, is evident in the influence of social media and pop culture. Celebrities like Drake and influencers on platforms like TikTok have helped normalize the use of bidet toilets, sparking curiosity and interest among a wider audience. Even politicians like Alexandria Ocasio-Cortez have openly embraced bidet toilets, signaling a cultural shift towards accepting and embracing new bathroom technologies.
The history of bidet toilets in Japan is a testament to the evolution of bathroom technology and cultural practices. From humble beginnings as imported hospital bidets to becoming a symbol of luxury and comfort worldwide, bidet toilets have come a long way. Companies like TOTO, founded in 1917, have played a pivotal role in transforming the way people think about bathroom hygiene and comfort. With over 60 million Washlets sold globally, bidet toilets have become a staple in luxury bathrooms, featured in popular TV shows and embraced by a diverse range of consumers.
The bidet boom reflects a broader shift towards embracing innovative technologies in everyday life, particularly in the realm of bathroom comfort and hygiene. As high-tech bidet toilets continue to gain popularity and acceptance worldwide, they are transforming the way people think about the bathroom experience. Whether it’s the allure of a warm seat on a cold day or the precision of a water-jet cleaning, bidet toilets are here to stay as a symbol of luxury and comfort in the modern home.
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