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Feeling Flush: Japan’s High-Tech Toilets Go Global

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As Japan plays host to a record influx of tourists, one of the country’s more private attractions — the high-tech toilet — is becoming a must-have in luxury bathrooms worldwide.

 

 

With their warm seats and precision spray technology, bidet toilets are the norm in Japan, where more than 80 percent of homes have one, according to a government survey.

 

 

Now sales are surging abroad and especially in the United States, led by A-list bidet fans such as Drake, the Kardashians and Alexandria Ocasio-Cortez.

Japanese company TOTO, which pioneered the electric bidets it claims have sparked “a global revolution from wiping to washing”, says overseas revenue for toilets has roughly doubled from 100 billion yen ($673 million) in 2012.

 

 

The pandemic was a key driver, bringing a home-renovation boom but also germ-conscious consumers desperate for an alternative to toilet paper after shelves were cleared by panic-buyers.

 

 

Senior TOTO executive Shinya Tamura, who oversees international business, said the brand’s growth has been a word-of-mouth success.

 

In this picture taken on February 15, 2024, museum director Junichi Koga presents the washlet functions of one of the toilets in the museum of Japanese toilet manufacturer TOTO in the city of Kitakyushu, Fukuoka Prefecture.  (Photo by Philip FONG / AFP)

 

In this picture taken on February 15, 2024, museum director Junichi Koga presents the washlet functions of one of the toilets at the museum of Japanese toilet manufacturer TOTO, in the city of Kitakyushu, Fukuoka Prefecture.  (Photo by Philip FONG / AFP)

 

When people first learn how the toilets’ water jets work, with pressure and temperature controls, “there’s an image that it’s not pleasant”.

But “we can’t explain how good it is with words. You need to experience it”, Tamura said.

 

“After a while, most users can’t live without it.”

The company’s international net sales for housing equipment are currently less than a third of those in Japan.

 

 

It wants to boost sales in the Americas by 19 percent over two years to “establish a solid position” there and offset less urgent demand in China.

But with more people in the market for a squeaky clean bum, US competitors are challenging TOTO and its Japanese rivals such as Panasonic and LIXIL for their throne.

 

This picture taken on February 15, 2024 shows a section of a bathroom at a museum of Japanese toilet manufacturer TOTO in the city of Kitakyushu, Fukuoka Prefecture. – As Japan plays host to a record influx of tourists, one of the country’s more private attractions — the high-tech toilet — is becoming a must-have in luxury bathrooms worldwide. (Photo by Philip FONG / AFP)

 

‘Smartest toilet’

At a major tech fair in Las Vegas this year, the marketing manager of US brand Kohler called its Numi 2.0 — which takes spoken instructions via an in-built Amazon Alexa — “the smartest toilet that exists”.

 

Just like top-end Japanese models, the Numi 2.0 has an automatic deodoriser and a motion-activated lid that opens when you enter the bathroom and closes when you leave.

 

Its spray wand has pulsating and oscillating functions, and users can adjust the warm-air dryer in minute detail.

 

But such pampering comes at a price: around $8,500 to $10,000, compared to around $500 for more basic bidet seats.

Americans who travel to Japan are often inspired to upgrade their toilet, a salesman at Ardy’s Bath Collection in Beverly Hills told AFP.

 

 

“They see it in the airport, and they see it in public restrooms, and they use it, and they’re like, ‘wow, this is great,’” he said.

Bidets are “popular everywhere” but it’s still a “private experience” and “weird to talk about” for some customers.

 

 

Although fancy Japanese-style toilets are fast becoming a status symbol, TOTO’s executives have long fought prudishness when trying to expand abroad.

 

After the US launch of its Washlet bidet in 1986, the firm struggled to place advertisements, and its pop-up event was kicked out of a high-end mall because other stores complained.

 

 

This picture taken on February 15, 2024 shows different toilets at a museum of Japanese toilet manufacturer TOTO in the city of Kitakyushu, Fukuoka Prefecture.  (Photo by Philip FONG / AFP)

 

 

In this picture taken on February 15, 2024, museum director Junichi Koga presents the washlet functions of one of the toilets at the museum of Japanese toilet manufacturer TOTO, in the city of Kitakyushu, Fukuoka Prefecture.  (Photo by Philip FONG / AFP)

 

‘Does it hurt?’

How things have changed in the share-all internet era.

“Why am I nervous? Does it hurt? Is it cold?” 21-year-old Canadian Spencer Barbosa, who has 10 million TikTok followers, said in a clip of her trying a Japanese toilet.

 

 

Superstar rapper Drake made a grand public gesture of gifting his friend DJ Khaled luxury TOTO loos in 2022.

 

 

And US congresswoman Ocasio-Cortez joked in an Instagram video last year that she was shopping for a bidet after going to Japan because “life will never be the same”.

 

 

Funnily enough, when TOTO first began selling bidets — to hospitals in Japan — it imported them from the United States, but users complained that the stream was unstable.

 

 

The company was founded in 1917 as a father and son from a wealthy business family tried to bring Western-style ceramic toilets to Japan.

 

 

With sewer systems still undeveloped and squat-style toilets common, the business struggled, so they relied on tableware sales until habits began to change after the 1970 World Expo in Osaka, said Junichi Koga, head of TOTO’s history museum.

 

 

More than 300 employees helped develop and test the Washlet by specifying their preferred location for the water jet.

 

 

Now, worldwide, TOTO has sold 60 million Washlets — featured in episodes of “The Kardashians” and “South Park”, which parodied the company as “TOOTTOOT”.

 

 

As the bidet craze grows, even the trepidatious might be converted in time, the Ardy’s salesman said.

He recommends customers put in the necessary electrics when they remodel their bathroom, telling them: “You could always  buy it down the line”.

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Israel Says It had Struck Two Naval Missile Production Sites In Tehran

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The Israeli military announced on Wednesday it had struck two naval cruise missile production facilities operating under Iran’s ministry of defence in Tehran.

 

“In recent days, the Israeli air force acting on IDF intelligence struck two key naval cruise missile production sites in Tehran,” the military said.

It said the facilities were used to “develop and manufacture long-range naval cruise missiles, which are capable of rapidly destroying targets at sea and on land”.

The strikes “represent another step in deepening the damage done to the regime’s military production infrastructure”, the military added.

Last week, the military announced its fighter jets had struck several Iranian naval ships in the Caspian Sea, including vessels equipped with anti-submarine missiles.

 

 

 

 

AFP

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2025 ‘Deadliest Year’ Yet For Red Sea Migrants, UN Reports 922 Deaths

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The number of migrants who died on the “Eastern Route” from the Horn of Africa to the Arabian Peninsula doubled to a record high of 922 last year, the UN migration agency said Wednesday.

Tens of thousands of migrants from Ethiopia, Somalia and neighbouring countries take the route across the Red Sea each year, mostly from Djibouti to Yemen, in search of work as labourers or domestic workers in wealthy Gulf countries.

“2025 was the deadliest year ever recorded on the Eastern migration route… with 922 people dead or missing — double the number from the previous year,” Tanja Pacifico, head of mission for the International Organisation for Migration (IOM) in Djibouti, told AFP.

The majority of victims were from Ethiopia, the second most-populous country in Africa with more than 130 million people. It is plagued by multiple internal conflicts and deep poverty.

“IOM remains fully committed to working alongside the government of Djibouti to promote safe and dignified migration pathways, in order to prevent further tragedies,” said Pacifico.

Many migrants who cross the Red Sea find themselves stuck in Yemen, the poorest country on the Arabian Peninsula, which has been embroiled in a civil war for nearly a decade, and some even choose to return.

Rapid economic growth in Ethiopia — estimated to reach around 10 percent in 2026 — could encourage less migration, IOM says, but that is mitigated by high inflation, also around 10 percent in February.

 

AFP

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Denmark Faces Lengthy Negotiations To Form A Government

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Election workers recount ballots in the Marselisborg Hallen in Aarhus, Denmark on March 25, 2026. (Photo by Mikkel Berg Pedersen / Ritzau Scanpix / AFP) /
Election workers recount ballots in the Marselisborg Hallen in Aarhus, Denmark on March 25, 2026. (Photo by Mikkel Berg Pedersen / Ritzau Scanpix / AFP) /

Denmark’s political parties began the thorny process of forming a government Wednesday, with the centrist Moderates as kingmaker after the prime minister’s Social Democrats scraped through a general election without a majority.

Greenland’s Inuit Ataqatigiit party member Naaja Nathanielsen (C) looks on in a polling station in Nuuk, on March 24, 2026, during the parliamentary election in Denmark (Photo by Oscar Scott Carl / Ritzau Scanpix / AFP) / Denmark OUT

Danes were braced for a weeks-long process as Prime Minister Mette Frederiksen seeks to consolidate power in the deeply splintered parliament after Tuesday’s snap vote.

Denmark’s Prime Minister Mette Frederiksen arrives at Amalienborg Palace in Copenhagen to inform the king about the election result one day after the parliamentary election on March 25, 2026. (Photo by Martin Sylvest / Ritzau Scanpix / AFP) 

A left-wing bloc made up of five parties, including Frederiksen’s Social Democrats, won 84 seats; the right-wing and far-right claimed 77; and the Moderates won 14 in the election.

The Social Democrats posted their worst election score since 1903—though they remained Denmark’s largest single party, with 38 seats in the 179-seat parliament.

Chairwoman of the Social Democrats Mette Frederiksen attends a party leader debate hosted by Publicists’ Club one the day after the parliamentary election at the Confederation of Danish Industry’s building in Copenhagen on March 25, 2026. (Photo by Liselotte Sabroe / Ritzau Scanpix / AFP)

 

 

Frederiksen formally tendered her coalition government’s resignation to King Frederik on Wednesday, telling a televised party leader debate she wanted to try to form a centre-left government.

“The most realistic scenario” would be a coalition with the five parties on the left and the centre-right Moderates, she said.

But it is not certain the Moderates, led by Foreign Minister Lars Lokke Rasmussen, would agree to that.

“I don’t believe that Denmark needs policies aligned with” the leftist Red-Green Alliance, Lokke said.

Chairman of the Moderates Lars Loekke Rasmussen attends a party leader debate at the Confederation of Danish Industry’s building in Copenhagen on March 25, 2026, the day after the parliamentary election. (Photo by Liselotte Sabroe / Ritzau Scanpix / AFP) / Denmark OUT

King Frederik was to meet party leaders individually later Wednesday to determine who should be asked to try to form the next government.

“My expectation is that Mette Frederiksen will become prime minister,” University of Copenhagen political science professor Rune Stubager told reporters.

“But I don’t know with the backing of which parties, like the left wing or the right wing,” he said.

He noted that Lokke, a two-time former prime minister, would likely vie for the position of prime minister, even though he has adamantly denied any interest in the job.

“Danes want me and not another prime minister. I still have the backing to be able to continue on behalf of the Danish people,” Frederiksen insisted during the debate.

Frederiksen has for the past four years headed an unprecedented left-right coalition made up of her Social Democrats, the Moderates and the Liberals.

The Liberals have refused to continue in a Social Democrat-led government.

‘Too Hard To Say’

Danes are now prepared for long negotiations. After the 2022 election, the talks lasted six weeks.

“It’s a long process, which means the government won’t be formed and it will be quite difficult to pass laws during this period,” lamented Jesper Dyrfjeld Christensen, a 54-year-old engineer.

“It’s really too hard to say who will be part of the coalition,” admitted Stubager.

With 12 parties in parliament, the political landscape is jagged — though Denmark is accustomed to minority governments.

“To some extent, this is the way Danish politics works. You have a minority government in the centre which forms a majority with the left on some issues and with the right on others,” he explained.

The negotiations are expected to focus on economic and pension issues, pollution and immigration, he said.

The traditional far-right party, the Danish People’s Party, which has heavily influenced policy since the late 1990s but slumped in the 2022 election, more than tripled its result to 9.1 per cent of votes.

The three anti-immigration groups together garnered 17 per cent, a stable figure for Denmark’s populist right over the past two decades.

“If negotiations take place in the left-wing bloc with the moderates, then there will be more focus on green issues than on immigration,” Stubager said.

“But if, instead, the Moderates negotiate with the parties on the right, then the central issue will be immigration.”

Four seats in Denmark’s parliament are held by its two autonomous territories — two for Greenland and two for the Faroe Islands.

While the Faroese renewed the mandates of the two outgoing lawmakers, with one for each bloc, Greenland overwhelmingly backed the left-wing party and Naleraq, which advocates rapid independence from Denmark.

 

 

 

 

 

AFP

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