The Sound of Privacy: Tracing the Evolution of Japan’s Bathroom Etiquette

Renowned for their attention to the fine details of life, the Japanese have long held a particular interest in restroom amenities. A survey by an American travel agency in 2013 found that among 200 foreign women residing in Japan, the most surprising element was the sound-masking devices present in Japanese restrooms. The invention ranked first with 27.0%, followed by diverse vending machines (23.0%), and the high number of convenience stores (20.5%). The well-known bidet toilet only came in fourth place with 17.0%. However, it’s noteworthy that out of these top-ranked features, two pertain to restroom functionality.

Such sound-mimicking devices first appeared around 1979, developed by Oraharaseisakusho, a small factory in Arakawa, Tokyo. They introduced the world’s first electronic device capable of generating a faux water sound while releasing an air freshener. The factory’s president, Mr. Orihara Seiichi, named it “Etiquette Tone.” The device was designed to mask unwanted noises, a concept influenced by the naturally reserved nature of Japanese society.

Its release was met with immediate popularity among Japanese women, prompting TOTO, a major Japanese bathroom fixture manufacturer, to launch the now widely recognized “Otohime” (Sound Princess) in 1988. An internal survey by TOTO revealed…