According to TOTO LTD. President Noriaki Kiyota, TOTO expanded its activities abroad in 1982 to “show the world a new way of using the toilet”. In the late 1980s, the company started selling WASHLET successfully in the United States. TOTO expanded to the European market in 2009. Today, TOTO is available in 18 countries throughout various regions of the world.

TOTO is the clear market leader in Japan, where over 80% of homes have bidet toilets – the majority of which are TOTO WASHLET models. Using bidet toilets is part of everyday life in Japan. WASHLET models are found in most public restrooms, commercial facilities, airports and modes of public transport, including airplanes and high-speed trains. Bidet toilets are also standard in Japanese hotels, offices, schools and health care facilities.

According to TOTO’s latest figures, the number of WASHLET models purchased in Japan increased by a factor of 1.2 – and the number of exported models grew fivefold.
While WASHLET is well-established throughout most of Japan, TOTO has seen rapidly growing demand in North America, Europe and China. The company estimates that this development is partly due to the pandemic, which has raised standards of hygiene in countries outside of Japan.

WASHLET is gaining ground in Europe as well. In the last several years, WASHLET has become increasingly popular in upscale hotels and private homes. Since its European market launch in 2009, the Japanese sanitary experts have developed an extensive product range in all price categories specifically for this region – but with the same high standards of quality and innovative hygiene and comfort technologies found the world over.
The high quality and discerning service philosophy people associate with products “Made in Japan” helps foster trust in WASHLET, which stands out among competitors thanks to sophisticated technologies unique to TOTO.

TOTO, one of the world’s leading sanitary ware companies, has an unwavering focus on people and their well-being. Established in Kitakyushu, Japan in 1917, TOTO has been developing, producing and marketing its comprehensive high-end bathroom concepts for the European market since 2009. The company aims to create a new attitude towards life through regeneration, comfort and hygiene, integrating technologies into their product designs in a smart, nearly invisible way. Japan’s leading manufacturer in the sector, TOTO offers a comprehensive range of products including ceramic sanitary ware, faucets and accessories. The company can now look back on over 40 years of developing and manufacturing WASHLET and has sold over 60 million units worldwide to date. TOTO supports the development of a fully emission-free society and is very committed to sustainability: By joining the RE100 initiative, TOTO Group will convert all of its facilities to power from sustainable energy sources by the year 2040. The company also received certification from the Science Based Targets Initiative (SBT) to reduce greenhouse gases in line with the Paris Agreement, and to systematically cut CO₂ emissions further on this basis. TOTO employs 36,000 people world-wide.

Read more about TOTO online: eu.toto.com