Japan, known for its high-tech toilets, is witnessing a surge in the popularity of bidet toilets not only within its borders but also across the globe. The warm seats and precision spray technology of bidet toilets have made them a staple in Japanese households, with over 80 percent owning one according to government data. As the number of tourists visiting Japan has reached record highs, interest in these high-tech toilets has spread internationally, particularly in the United States, where celebrities like Drake, the Kardashians, and Alexandria Ocasio-Cortez have been vocal advocates of bidet technology.
TOTO, a Japanese company that pioneered electric bidets, has been at the forefront of this global bidet revolution. Overseas sales of bidet toilets have doubled since 2012, reaching 100 billion yen ($673 million). The surge in demand for bidets during the pandemic, driven by a rise in home renovations and a shift towards more hygienic practices, has fueled the growth of the bidet market abroad. Shinya Tamura, a senior executive at TOTO, attributes the brand’s success to word-of-mouth marketing and the experience of using their high-tech bidet toilets.
While TOTO has been a dominant force in the bidet market, US competitors like Kohler have been introducing their own high-tech bidet toilets to challenge their Japanese counterparts. Kohler’s Numi 2.0, equipped with features like voice control via Amazon Alexa, automatic deodorizer, and customizable spray settings, has been dubbed the “smartest toilet” by industry experts. However, the luxury comes at a high price, ranging from $8,500 to $10,000, compared to more affordable Japanese bidet models.
The cultural shift towards bidet toilets has not been without its challenges. In the past, the idea of bidets was met with skepticism and prudishness in certain markets. However, the rise of social media influencers and celebrities sharing their positive experiences with bidet toilets has helped destigmatize the use of bidets. From Drake gifting luxury TOTO bidets to US congresswoman Ocasio-Cortez joking about shopping for a bidet after visiting Japan, bidet toilets have become a mainstream topic of conversation.
The journey of bidet toilets from Japan to worldwide luxury bathrooms has been a story of innovation and adaptation. TOTO, founded in 1917, initially imported bidets from the United States before developing its own line of high-tech bidet toilets. With over 60 million Washlets sold worldwide, TOTO has become a leading name in the bidet market, featured in popular TV shows like “The Kardashians” and “South Park”. As the bidet craze continues to grow, more consumers are expected to embrace this hygienic and luxurious bathroom accessory.
The bidet revolution that started in Japan has now spread to luxury bathrooms worldwide, with high-tech bidet toilets becoming a symbol of comfort and cleanliness. As more consumers experience the benefits of bidets firsthand, the market for these innovative bathroom fixtures is expected to continue expanding. Whether it’s the warm seats, precision spray technology, or customizable features, bidet toilets are redefining the way we think about bathroom hygiene and comfort.
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