Japan flushes away toilet taboos
By Suvendrini Kakuchi

TOKYO - The evolution of the toilet in Japan, from the humble squat latrines of a few decades ago to today's high-tech, cockpit-like contraptions, parallels the dramatic rise of this country from postwar ruin to global technological leadership.

Taboo-ridden attitudes toward bodily functions - which have determined that the toilet must be tucked away in a discrete corner or outhouse - survive even in luxury hotels, where it may be difficult for foreign guests to discover the location of the john in Japanese-style suites.

"The Japanese have realized that the old-fashioned custom of avoiding the discussion on toilets and bathrooms only resulted in dirty outhouses. Today, in Japanese homes, the toilet takes pride of place," said Koo Ue, spokesman for the Japan Toilet Association (JTA).

According to Ue, modern bathroom trends reflect the high respect that the Japanese have for clean, healthy lifestyles.

The catching up has been swift. Ue and others like him who promote flush toilets supported by sewage systems report impressive and rapid gains. Flush-toilet use in the country now stands at a respectable 88%, much higher than the pathetic figure of 50% just a decade ago, according to the Japan Sewage Association.

Along with the flush, the toilet has itself undergone a transformation and may be equipped with warm seats, bidet functions, and a bewildering array of gizmos that pamper the user with water squirters and blow-driers that make the use of toilet paper obsolete.

A major toilet maker, Toto Ltd, is a front-runner in the industry. The latest designs of smart toilets - called the Z series - combine the now-standard bidet-toilet with new technology that can electronically deliver health-related data such as for blood-pressure urine analyses.

"The latest Toto toilet, which makes available a health record, is extremely popular with new homeowners and luxury hotels," said a spokesman for Daiwa Homes, a leading housing company.

High-tech toilets, though priced between US$3,500 and $5,000 plus hefty installation charges, do not deter new homeowners. The Daiwa spokesman says the trend shows just how far the toilet has gained in respectability.

But such a change in public attitude has not come about without hard work. Atsushi Kato, an expert in sanitation who has long promoted better toilet standards in Japan, says the rapid development of flush toilets began with the rise of the economy in the 1970s and 1980s.

"The Japanese economy was growing at that time and people were able to buy better household goods such as refrigerators and washing machines. This was the time when we also worked to persuade the government to improve sanitation facilities such as increasing drainage outlets and provide access to water for more flush toilets in rural areas. Educating the public about this need was a big part of our success," he explained.

The JTA continues to run seminars and workshops linking clean latrines to high health standards. The use of water for cleaning up after using the toilet was not part of Japanese culture, says Kato, but once people learned of the advantages they were eager to change. An important part of this change was the establishment of Japan Toilet Day, which falls on November 10.

Various aspects - such as conservation of water, sanitation, washing hands after each use and the environmental costs of toilet paper - are given an airing on that day. Ue points out that such programs helped ease the embarrassment that Japanese have in talking about toilets and contributed to public awareness of sanitation.

For example, toilet education in schools includes lessons on the workings of the sewage system as a method of safely disposing of latrine waste. This year's Toilet Day will focus on the theme of building more flush toilets in tourist spots.

Yet despite the progress and hoopla, some 30% of Japanese live in homes that do not have flush toilets connected to sewage systems, according to the Ministry of Construction.

One of the barriers to achieving 100% coverage, says Kato, is persuading the government to spend more on sanitation facilities in rural areas where the population is small and made up of older civilians who prefer the outmoded outhouses. Data show that flush-toilet usage in rural areas is still an abysmal 54%.

However, the overall success of the flush toilet in Japan has encouraged the JTA to begin work on promoting the concept to developing countries. Ue says JTA programs in countries such as Zambia and Sri Lanka concentrate on raising awareness in local communities and encouraging people to build their own toilets. The involvement of Japanese volunteers is a highlight of these programs.

Ue says that, like the Japanese before their flush-toilet revolution, people in many developing countries harbor a lack of respect for the toilet, and changing that could contribute greatly to higher sanitation standards.

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