Japanese Smart Toilet Seats Gain Long-Awaited Acceptance in the US
- brg_news_room
- 2 days ago
- 1 min read
JAPAN: After decades of resistance, Japanese electronic bidet toilet seats, led by Toto Ltd.’s Washlet, are finally gaining traction in the US market. First launched 45 years ago, the Washlet struggled with cultural barriers and advertising restrictions. Acceptance improved in the 2010s as US tourists experienced Washlets abroad and shared positive feedback online. A major breakthrough came when Amazon began selling the products, boosting visibility through customer reviews without damaging brand value. Expansion into Costco and increased demand during the pandemic further accelerated growth. Although adoption in US homes remains around 3%, Toto sees strong long-term potential and is strengthening its service network to support future expansion.
Source: The Mainichi Newspapers
