Japan high-tech "washlets" aim at global throne

They are found in more than two-thirds of Japanese households and visitors to the country have marvelled at their heated seats, posterior shower jets and odour-masking function.

But for the company that has sold over 30 million high-tech toilets, commonly known as Washlets, global lavatory domination remains elusive, especially among shy US consumers.

"It's because of the cultural taboo over talking about toilets," said Hiromichi Tabata, head of the international division at Washlet-maker TOTO, a company that also makes bath tubs, kitchen taps, basins and plumbing fixtures.

"Americans avoid talking about those kinds of things so we can't expect success from word-of-mouth, even if they recognise our products are excellent.

"Many celebrities say they love the Washlet when...

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Toto is trying to export its washlets to the world. The company has learned that the success of a product depends a lot on the marketing strategy. And, an effective marketing strategy must appeal to the local audience. Success requires some cultural understanding.