Introducing the Brand “TOTO”: The Beginning of Smart Sanitary Ware 100 Years Ago

The fascinating story of TOTO began in 1917 when Mr. Kazuchika Okura started developing sanitary ware under the brand name Toyotoki in Kitakyushu. Shortly after, the name was changed to TOTO. Not long after, Japan experienced the Kanto earthquake, which devastated Tokyo, necessitating a major overhaul of the city's waste disposal system and leading to a rapid increase in demand for sanitary ware.

After World War II, in 1946, TOTO established a factory for producing faucets and equipment, as well as ceramic products. Subsequently, it continuously developed innovations and manufacturing technologies, leading to the creation of Japan's first prefabricated bathroom, which was used in the New Otani Hotel in Tokyo during the 1964 Olympics.

With TOTO's vision from the start focusing on the value of water, a vital resource for humanity, the development of environmentally friendly products through high-quality water-saving products led to the creation of the “WASHLET,” an automatic toilet seat, in 1980. This was the latest innovation of its time, developed by TOTO to enhance convenience and cleanliness for users.

Initially, the WASHLET was just a toilet seat with a control box and buttons to adjust the water spray level and automatic cleansing. It evolved into the Neorest model in 1993, integrating the WASHLET with the toilet bowl into a single smart sanitary product with various functions. Six years later, TOTO developed a special coating technology for ceramic products called CEFIONTECT, which creates a smooth surface that helps reduce dirt buildup.

In 2009, TOTO made its first marketing move into Europe at the ISH Exhibition in Frankfurt, Germany.

As Japanese Bathroom Culture Expands Its Influence in Thailand and Gains Popularity

A survey conducted by The Cabinet Office in Japan in 2018 revealed that over 80.2% of Japanese people use automatic toilet seats at home, indicating that these seats are a common part of everyday life in Japan. For over 39 years, the Japanese-style bathroom culture has spread to various countries worldwide, including Thailand, where there is a growing trend towards using smart sanitary ware, especially in hotels, shopping malls, and residential projects.

TOTO (Thailand) Co., Ltd. was established in 2009 in Saraburi, covering over 69 rai, to produce products for export to affiliated companies and for domestic sales, focusing on sanitary ware and ceramic washbasins, with an annual production of about 500,000 pieces. For faucets, including washbasin faucets and automatic faucets, the total production is around 115,000 pieces per year. Recently, TOTO has invested over 1.073 billion baht to construct a third factory specifically for producing WASHLET automatic toilet seats to meet the demand in Thailand and for export, with a production capacity of 450,000 pieces per year, expected to start operations in April 2020. This factory investment aligns with TOTO GROUP's strategy to expand its international market, with WASHLET as the main product, ensuring that TOTO products are recognized for quality and standards at all levels.

The Long-Developed WASHLET Innovation by TOTO

Mr. Tsutomu Ohsuka, Sales and Marketing Manager at TOTO (Thailand), stated that after the 100th anniversary in 2017, TOTO announced a 5-year plan called “TOTO WILL 2022,” reinforcing its leadership in innovation for sanitary ware and smart toilet seats, continuously launching sanitary products and toilet seats to meet the lifestyle needs of the new generation and the aging society.

In 2016, TOTO achieved the number one global sales of automatic toilet seats (WASHLET) according to a survey by the global market research company Euromonitor International Ltd. This reflects TOTO's relentless pursuit of innovation and technology in sanitary ware, developing products continuously for over 100 years, earning recognition as a leader in sanitary products from Japan, reaching fame in Europe and the United States.

TOTO: A Company That Never Stops Developing “Innovations” Celebrating 50 Million Units Sold Worldwide

For over 40 years since the launch of the first automatic toilet seat WASHLET in 1980, TOTO has continuously evolved the automatic toilet seat industry, introducing a new design that conceals water pipes and hoses within the toilet bowl, resulting in a sleek and elegant appearance without visual distractions. It also features an automatic cleansing system, and the NEOREST innovation combines the automatic toilet seat with the toilet bowl into a single unit, enhancing user comfort, hygiene, and environmental consciousness in line with TOTO's Global Environmental Vision.

With consistently positive customer feedback, in March 2019, TOTO Co., Ltd. reported sales of over 50 million units of the WASHLET with automatic cleansing nozzle worldwide (including sales in Japan and abroad for automatic toilet seats and sanitary ware).

Hotels, Homes, and Luxury Condos in Thailand Turning to Smart Sanitary Ware

As innovations in sanitary ware make life at home more convenient, some Thai people are increasingly adopting automatic sanitary ware. This has led TOTO's marketing plan in Thailand to target customers across all areas. For example, in Chiang Mai, a major city known for its economy and tourism, TOTO's customer base includes housing projects like Holm Season of Living, hotels such as Villa Sanpakoi and Mayu, as well as tourist attractions like Hinoki Land.

Additionally, TOTO has developed a special WASHLET model at a more affordable price to attract new Thai customers, allowing them to experience TOTO products at accessible prices and improve hygiene.

As for the marketing plan in Japan, with the continuous growth of tourists each year, TOTO aims to create a global showroom to provide tourists with the experience of using the automatic toilet seat WASHLET, allowing them to engage with and try out these innovative sanitary products, with a goal of continuous sales growth in every country.

“Although turning on the faucet and taking a shower are daily routines for humans, there are still opportunities to use water efficiently without generating carbon dioxide. Therefore, enhancing 'water resource conservation' is the top priority of global environmental goals, showcasing TOTO's efforts to create sustainable products that help preserve the environment.”

For those interested in experiencing TOTO's cutting-edge sanitary innovations firsthand, appointments can be made to visit the TOTO Technical Center Bangkok by calling 02-117-9520 at G Tower Grand Rama 9, 12th floor, or click for more details at https://th.toto.com/.

Thank you for the information from TOTO 

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