Japan's Culture of Techno-Toilets

So in 1980, Toto went on the offensive. It came out with the Washlet. But marketers faced a challenge: convincing Japanese that what they were offering was the apotheosis of bathroom technology.

"We didn't have a bidet culture at the time – Japanese squat toilets were still popular," said Atsuko Kono, who also handles public relations for the company. "So we got a lot of 'what is this?' comments."

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Undaunted, Toto unleashed a wildly successful ad campaign featuring a popular actress making pointed observations. The firm put the toilets in department stores. Consumers could get a map of public Washlet locales in Tokyo, bringing a sort of scavenger-hunt excitement to learning about bathroom functionality.

Engineers, meanwhile, worked assiduously to achieve the perfect water temperature as well as the proper angle for the bidet-feature nozzle that extends into the center of the bowl. Ms. Osada noted that a squat-style Washlet was once tried and soon abandoned. "But that is a legend – we have never seen it," she says in a tone that evokes the search for the Lost Ark.

Employees did their bit: Nozzle designs, for example, were tested by monitoring the experiences of 300 employees. Enlisting such help has gotten easier over time, said Osada.

"When we started, even employees didn't want to help because they were scared," she said. "But now they know, so it's not so scary."

Today, some 17 million Washlets later, the fixtures are found in 70 percent of residential homes and in countless public facilities. Toto holds 60 percent of the market in Japan – its largest rival is Inax, which also makes a bidet-style toilet seat.

Like Buying a Car: So Many Options

For potential customers, the purchasing experience can rival that of picking out a new car. Japanese are big on functionality, said Osada.

There's a choice on washing – strong water flow versus weak. Consumers must decide if they or the water nozzle will have to adjust for maximum effect. Auto flushing and seat lifting will cost more, as will the sensors that flip on lights positioned on one side of the toilet to support a happy nighttime experience.