TOTO

Since 1917, Japan's sanitary ware institution. Inventor of the Washlet, high-temperature ceramics, cutting-edge hygiene technology. What Japan considers normal.

Kazuchika Okura traveled to Europe in the late 19th century and discovered ceramic flush toilets. He was struck by the sanitary gap with Meiji-era Japan. He and his father became the first to domestically develop Western-style ceramic flush toilets in Japan. In 1917, Toyo Toki Co. Ltd. was founded in Kitakyushu, Kyushu island - Okura's conviction: bring comfortable, sanitary living to every Japanese household.

TOTO comes from "Toyo Toki" (Eastern Ceramics). Production started with toilets, sinks and bathtubs in high-temperature fired ceramics.

In 1980, everything changed. TOTO invented the Washlet, sold for 149,000 yen (~$660 at the time). Heated seat, adjustable water spray, air drying, deodorizer. The concept existed in primitive form elsewhere, but TOTO perfected it into a standard. Launch slogan: "Even buttocks want to be washed." Provocative but effective.

Within a generation, the Washlet colonized all of Japan. 80% of Japanese households have one. It's ubiquitous: public restrooms, train stations, restaurants, ryokans, offices. Tourists describe it as a positive culture shock.

Technology keeps evolving. Cefiontect makes ceramic surfaces self-cleaning through nanometric treatment. Tornado Flush uses less water with more power. The Neorest range is the pinnacle: integrated toilet with Washlet, auto-opening/closing lid, automatic flush, night LED lighting, UV Actilight self-cleaning. The Neorest NX2 may be the most technologically advanced object in any bathroom worldwide.

On enthusiasts: "Highly recommended to anyone who wants the very best of toilet technology." Neorest at $6,000+, a segment with no serious competition.

TOTO is listed on Tokyo Stock Exchange (5332), 30,000+ employees, factories in Japan, China, Vietnam, India, Mexico and USA. The TOTO Museum in Kitakyushu traces all of Japanese sanitary evolution. What 126 million Japanese consider normal, the world is barely discovering.