Toto, a leading Japanese toilet manufacturer known for its Washlet technology, is successfully expanding into the U.S. market after dominating its home market. The Washlet, which features a water-spraying mechanism for cleaning, was initially met with skepticism in America. However, changes in social attitudes, aided by celebrity endorsements and increasing consumer interest in high-tech toilets, have led to rising sales. Reports show a growing percentage of homeowners are opting for bidet features in renovations, revealing a shift towards more hygienic bathroom experiences.
Toto's president emphasizes the growing acceptance of bidets in the U.S., asserting that even tariffs can't hinder their expansion in the market.
Washlet-style bidets account for over 80% of toilets in Japanese homes, showcasing a significant cultural acceptance that Toto aims to replicate in the U.S.
The shift towards Toto’s Washlets in America is marked by endorsements from celebrities, indicating a broadening appeal and acceptance of bidets in contemporary society.
Rapper Drake’s generous gift of Toto toilets to DJ Khaled, along with social media endorsements, highlights the cultural shift towards enhanced bathroom experiences.
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