Toilet paper rises in popularity as return gift in Japan

Toilet paper rose to eighth place in the 2024 rankings of popular return gifts for “hometown tax” donations announced by the operator of a donation website, marking the first time daily necessities made the top 10, along with tissue paper, since the rankings were made public in 2015.

According to Satofull Co., the eighth-ranked item, “Ecology Premium Toilet Paper Double 96 Rolls,” is a return gift from the Fuji Municipal Government in Shizuoka Prefecture, known for its thriving paper industry.

Donors contributing 12,000 yen (about $81) receive eight packs of 12-roll toilet paper, apparently sufficient for a two-person household for about a year.

Toilet paper has also seen growth in “subscription services” where return gifts are delivered multiple times.

From March to April 2024, the number of donors choosing toilet paper as a subscription increased about 3.6 times compared to two years before.

Recipients have expressed their satisfaction by commenting, “It’s very helpful since it’s a daily necessity,” and, “It’s the best return gift in the midst of rising prices.”

Another daily necessity, “60 boxes of Claris tissues,” a return gift from Oyama, Tochigi Prefecture, took fourth place in the 2024 rankings.

In the past, high-end Wagyu beef and other special food items have been popular return items.

A representative of Satofull analyzed that the popularity of daily necessities has increased possibly due to the recent rise in the cost of living.