日本一首名为《厕所女神》的歌这样写道“奶奶这样对我说，在厕所里住着非常美丽的女神”。的确在日本人眼里厕所并非只是藏污纳垢之地，也是一个精神寄托的空间。这种心理诉求成为了商业公司的市场洞察，其中最有代表性的就是 TOTO。从 1917 年诞生到现在，TOTO 打入了 17 个国家和地区市场，在日本占了 60.7% 的卫浴市场份额。那个让中国人疯狂的可加热可喷水马桶盖， 在 2015 TOTO 年累计出货量达到 4000 万台。除了“日本制造”所代表的品质被普遍认可，更深层的原因也许是他们希望能把体验到的那种“日式关怀”能够立刻彻底搬到自己家中。

从基于日本人的“耻感文化”而首创“音姬”，到应对福冈县旱情推出了节水型马桶，再到为解决日本人泡澡产生的渗水问题，发明的整体卫浴技术……注重厕所中的文化与现实，是TOTO能走到今天的原因之一。它在成田机场举办的厕所展览，向公众开放公司总部的介绍卫浴产品发展史的“TOTO博物馆”，这也反作用于日本甚至全世界的厕所文化。

Business｜The century enterprise TOTO and the Japanese toilet culture it roots

A song in Japan called "Toilet Goddess" reads, "Grandma told me that a very beautiful goddess lived in the bathroom." Indeed, in the eyes of Japanese, the toilet is not only the shelter of dirty but also a space for spiritual being. This psychological appeal has become commercial companies' market insight, of which the most representative is TOTO. Since its birth in 1917, TOTO has entered 17 countries and regions, accounting for 60.7% of the  bathroom market share in Japan. The self-heating toilet lid with blowhole, which made Chinese crazy, whose cumulative shipments in TOTO reached 40 million units in 2015. In addition to the fact that "Made in Japan" is generally recognized, the deeper reason may be that they want to experience the kind of "Japanese caring" that can be moved to their houses at once.

Based on the Japanese "shame culture", the first "sound Ji" was made; facing the drought in Fukuoka County, it launched water-saving toilets; to solve the seepage problem of Japanese bath, the whole bathroom technology was invented...... Paying attention to the culture and reality in the toilet is one of the reasons why TOTO can walk to the present day. It has hosted a toilet exhibition at Narita Airport, opened the company's headquarters to introduce the history of sanitary ware development, "TOTO Museum", which also acts on the toilet culture in Japan and even around the world.