In a world where cleanliness and comfort are becoming increasingly important, the high-tech bidet toilets that have long been a staple in Japanese households are now making waves in the global market. With features such as warm seats, precision spray technology, and water jets for washing, bidet toilets are transforming traditional bathroom habits. According to a government survey, over 80 percent of homes in Japan have bidet toilets, sparking a trend that is now catching on in other parts of the world.
The surge in bidet toilet sales abroad, particularly in the United States, has been driven by a combination of factors, including a growing interest in home renovations and a heightened focus on hygiene due to the pandemic. Companies like TOTO, a Japanese brand that pioneered electric bidets, have seen overseas revenue for toilets double in recent years, reaching an impressive 100 billion yen ($673 million) in 2012. The brand’s success in international markets has been largely attributed to word-of-mouth recommendations, as users become converts to the comfort and cleanliness offered by bidet toilets.
As the popularity of bidet toilets continues to rise, competitors in the US are stepping up their game to challenge established Japanese brands like TOTO, Panasonic, and LIXIL. Innovative features such as automatic deodorisers, motion-activated lids, and smart controls are now being incorporated into bidet toilet models, offering users a luxurious and high-tech bathroom experience. While these advanced features come at a premium price, ranging from $8,500 to $10,000, the demand for bidet toilets among American consumers remains strong, inspired by their experiences with high-end Japanese models during travel.
The taboo surrounding bidet toilets and the reluctance to discuss them openly are slowly dissipating, thanks to the share-all nature of the internet era. Influencers like 21-year-old Canadian TikTok star Spencer Barbosa and celebrities like Drake and US congresswoman Alexandria Ocasio-Cortez are openly endorsing and discussing their experiences with bidet toilets, normalizing the once-private bathroom fixture. As attitudes towards bidet toilets evolve, more consumers are embracing the idea of upgrading their bathrooms with high-tech amenities for a cleaner and more comfortable experience.
The success of bidet toilets can be traced back to the founding of companies like TOTO in 1917, when a father and son duo set out to introduce Western-style ceramic toilets to Japan. Despite initial challenges and resistance due to the prevalence of squat-style toilets, TOTO persevered and eventually revolutionized the bathroom experience with the development of the Washlet bidet. With over 60 million Washlets sold worldwide, TOTO remains a pioneer in the industry, featured in popular TV shows and cultural references.
As bidet toilets continue to gain traction in global markets, the future looks bright for the high-tech bathroom fixture. With ongoing innovation, increased accessibility, and a shift towards a more open discussion about bathroom hygiene, bidet toilets are poised to become a mainstream staple in households worldwide. Whether inspired by luxury Japanese models or intrigued by the comfort and cleanliness they offer, more consumers are likely to embrace bidet toilets as an essential part of their daily routines. In the words of one salesman, “You could always buy it down the line,” hinting at the inevitable rise of bidet toilets in homes around the world.