TOTO President and CEO D.J. Nogata recently spoke to students at Columbia Business School, detailing the company’s enormous success in marketing and selling the Washlet in Japan.
In the early 1980s, bidets were seldom—if ever—used in Japan. All that changed when the Washlet was introduced—forever changing Japanese bathroom culture. Thanks to a TV ad campaign and a robust network of plumbers and distributors, 70% of Japanese households have a Washlet today. In fact, Japanese families are more likely to own a Washlet than a microwave oven!