A Throne Fit for a King (or Queen)

I’ll never forget the first time I set foot in a Japanese bathroom. As I approached the porcelain throne, the lid lifted automatically, as if greeting me like an old friend. But that was just the beginning of the high-tech toilet experience that was about to unfold.

Mounted on the wall was a control panel straight out of a sci-fi movie, emblazoned with all sorts of mysterious symbols and buttons. I had to resist the urge to start pressing them randomly, lest I end up, well, let’s just say in an uncompromising position. After a moment of bewilderment, I finally located the flush button – the holy grail of any bathroom visit.

It turns out, I had just encountered the pinnacle of toilet technology – the renowned Japanese “smart toilet.” And let me tell you, these are no ordinary porcelain thrones. They’re high-tech, feature-packed marvels that would make even the most jaded gadget enthusiast drool.

The Evolution of the Humble Toilet

The story of how Japan became the world’s undisputed toilet innovator is a fascinating one, tracing back to the early 20th century. In 1903, a Japanese inventor named Kazuchika Okura embarked on a journey to the West and was captivated by the gleaming white ceramic toilet bowls he saw there. Determined to modernize the often rudimentary bathroom facilities in his home country, Okura returned and set out to create Japan’s first flush toilet [1].

By 1914, Okura had succeeded, and in 1917 he founded the company that would eventually become the toilet titan we know today – TOTO. Over the decades, TOTO steadily revolutionized the humble toilet, introducing cutting-edge features like the Washlet in 1980 [1]. This electric toilet seat integrated the functions of a European bidet, allowing users to enjoy a warm water cleansing experience.

The Washlet Phenomenon

The Washlet was no overnight sensation, but it soon found a loyal following among Japan’s business elite. TOTO strategically targeted golf courses, where executives couldn’t resist the allure of a high-tech posterior pampering [1]. Before long, these flush-happy executives were demanding Washlets in their homes and hotels when traveling. By 1998, TOTO had sold a staggering 10 million Washlets, and by the year 2000, they had become a ubiquitous fixture in public spaces across Japan [1].

What was it about the Washlet that captivated the Japanese public? For one, it addressed the country’s “shame culture” surrounding the toilet. As urban designer Shihohiko Takahashi explains, “Japanese people could not (in the past) say the word ‘toilet.’ They were shy… there are (the awkward) issues of sound and smell regarding the toilet” [1]. The Washlet’s innovative features, like odor-eliminating technology and sound-masking music, helped alleviate these cultural discomforts.

But the Washlet’s appeal went beyond just solving embarrassing issues. TOTO’s engineers meticulously fine-tuned every aspect of the design, from the perfect water temperature to the optimal spray angle (43 degrees, in case you were wondering) [1]. The result was a luxurious, spa-like bathroom experience that had the Japanese public hooked.

A Museum Dedicated to the Porcelain Throne

Such is the reverence for the Washlet in Japan that TOTO even has its own dedicated museum. Located in the southern city of Kitakyushu, the TOTO Museum has welcomed over 180,000 visitors since opening just two years ago [1]. And the exhibits are just as fascinating as you’d expect.

One particular standout is “The Neo” – a poop-powered toilet motorcycle that TOTO used as a marketing stunt a few years ago [1]. Talk about taking the concept of “green energy” to a whole new level! But the museum doesn’t just showcase TOTO’s quirky side; it also highlights the company’s impressive technological achievements, like their ultra-smooth, rimless toilet bowls and the revolutionary Tornado Flush [1].

As urban designer Takahashi explains, TOTO has become a source of national pride in Japan, a symbol of the country’s technological prowess and problem-solving creativity. “Japanese people could not (in the past) say the word ‘toilet.’ They were shy… there are (the awkward) issues of sound and smell regarding the toilet,” he says. “With the Washlet, these problems are solved” [1].

Bringing Toilet Tech to the World

While Japan has long been the epicenter of high-tech toilet innovation, the rest of the world is finally catching on. TOTO has been steadily expanding its global footprint, opening sales offices in major European cities like London, Paris, and Düsseldorf [5]. In the United States, the company’s sales have more than doubled in the past five years [5].

But TOTO isn’t the only player in the game. Other Japanese brands like Panasonic and Lixil are also muscling in on the smart toilet market, offering their own feature-packed models [2]. And it’s not just Asia – European and American startups are getting in on the action too, with companies like Washloo in the UK and Toi Labs in the US developing their own high-tech toilet innovations [5,6].

The appeal of these advanced toilets is universal – they offer a level of comfort, hygiene, and technological sophistication that traditional porcelain thrones simply can’t match. As one convert, Jack Needham Marc, puts it, “It makes using the bathroom a much more pleasant experience. You’re not wiping, you feel cleaner, and I recently broke my wrist, elbow and bruised some ribs and the bidet was amazing” [5].

A Sustainable Future for Toilets

But the benefits of high-tech toilets go beyond just personal comfort. They also have the potential to be a game-changer for the environment. Traditional toilet paper production is a major driver of deforestation, with the US tissue market alone generating $31 billion in revenue annually and accounting for over 20% of global tissue consumption [5].

Conversely, many advanced toilet models come equipped with water-saving features, self-cleaning functions, and even the ability to reduce the need for harsh chemicals. As Washloo founder Alex Evans explains, “Toilet paper was a great idea back in 1880 when our US population was only 50m. We now have seven times more [Americans] 140 years later using the same finite resource” [5].

With the 2020 Tokyo Olympics on the horizon, TOTO is gearing up to showcase its latest toilet marvels to the world. As company president Madoka Kitamura puts it, “We are planning to install the latest models to various places such as airports to increase people’s chances of using a TOTO” [1]. And with the growing awareness of the environmental impact of traditional bathroom habits, the future of the humble toilet has never looked brighter.

So, the next time you find yourself in a Japanese bathroom, don’t be intimidated by all those buttons and symbols. Embrace the high-tech experience, let the warm water caress your derrière, and revel in the knowledge that you’re taking a step towards a more sustainable, comfortable, and technologically advanced future – one flush at a time.

References

[1] CNN. “Japan’s TOTO Celebrates 100 Years of Changing How We Think About Toilets.” Accessed April 20, 2023. https://www.cnn.com/style/article/toto-on-japan/index.html.

[2] Nippon.com. “Japan Glances: The Rise of High-Tech Toilets.” Accessed April 20, 2023. https://www.nippon.com/en/features/jg00034/.

[3] NBC News. “Here’s How ‘Smart Toilets’ of the Future Could Protect Your Health.” Accessed April 20, 2023. https://www.nbcnews.com/mach/science/here-s-how-smart-toilets-future-could-protect-your-health-ncna961656.

[4] Lifehacker. “You Need the Kind of Electronic Toilet That’s Popular in Japan.” Accessed April 20, 2023. https://lifehacker.com/you-need-the-kind-of-electronic-toilet-thats-popular-in-1834220226.

[5] Wired. “Japanese Toilets Are Conquering the World, One Warm Squirt at a Time.” Accessed April 20, 2023. https://www.wired.com/story/japanese-toilets-technology-environment/.

[6] Medium. “Toilet Culture: The Bizarre Rise of Japan’s High-Tech Toilets.” Accessed April 20, 2023. https://medium.com/wisecrack/toilet-culture-the-bizarre-rise-of-japans-high-tech-toilets-88040ee2ad0.

[7] LinkedIn. “2024-2031 High-Tech Japanese Toilets Market.” Accessed April 20, 2023. https://www.linkedin.com/pulse/2024-2031-high-tech-japanese-toilets-market-n34xf/.

[8] Wikipedia. “Toilets in Japan.” Accessed April 20, 2023. https://en.wikipedia.org/wiki/Toilets_in_Japan.