Major Japanese electronics brand, Toshiba Lifestyle, announced its strategic plans to tap into the growing middle-class population in the Asia Pacific (APAC) region and become the number one Japanese home appliance brand in the region, during its dealer press conference in Hanoi, Vietnam on August 27.

With the event’s theme of “Beyond Details, Innovate Tomorrow”, the brand revealed how the ‘Japandi’ and ‘Master of Flow’ solution-based and innovative concepts form the basis of their design influences.

Master of Flow

The Takumi Spirit is embedded in Master of Flow, Toshiba Lifestyle’s whole house water solution category, which aims to enhance everyday life by improving domestic water quality for drinking, cooking and living with its leading water technology and products. It aims to help consumers achieve a healthy lifestyle, enable easy housework and ensures long-term durability of water-related home appliances, thus setting new standards for living comfort and efficiency.

The concept focuses on enabling four key aspects:

-       Healthy Lifestyle: By ensuring superior water quality for drinking, cooking, personal care and care for plants and pets, Master of Flow promotes health and well-being within the home.

-       Unbounded in Scenarios: The versatile application of these solutions makes them suitable for all parts of the house – from the kitchen and bathroom to the living room and garden – reflecting a comprehensive and adaptable design philosophy.

-       Easy Housework: Enhanced water quality simplifies daily tasks, such as cleaning dishes, doing laundry and maintaining overall house cleanliness, thus improving the convenience and efficiency of housework.

-       Durable Use: Long-term reliability is ensured by protecting water devices and pipelines from scale and clogging, thus highlighting sustainability and innovation in design.

Japandi

A blend of Japanese Fuji White and Scandinavian aesthetics, Japandi perfectly embodies the philosophy of Beyond Details, Innovate Tomorrow as it places an emphasis on minimalism, functionality and aesthetic harmony, serving as the foundation for future innovations in interior design. By meticulously considering every detail, the Japandi concept ensures quality and durability, and with the comfort and well-being of consumers as its priority, the Japandi style anticipates evolving lifestyle demands through its human-centric designs. This makes the Japandi style a testament to how timeless design principles can be reimagined to meet future challenges and opportunities.

The Japandi design concept has been applied to selected products across Toshiba Lifestyle's portfolio of products, from their refrigerators to microwave ovens, which were on display at the Japandi area of the exhibition space.

For example, the Toshiba Multi-door Refrigerator, which was designed with Japandi in mind, has a 600mm depth that fits easily into ordinary cabinets and is effortlessly integrated within the kitchen space. The refrigerator has a large 535L (Model no. GR-RF695WIA) / 533L (Model no  GR-RF690WIA) capacity for a well-organised and thorough storage system, as well as technological standouts such as deep-freezing capabilities of up to -30°C, and a 50% faster ice- making rate compared to normal household refrigerators that are available in the market.

Business partners, stakeholders and selected media from across the region were in attendance during the one-day event, where they had the opportunity to learn about the brand’s latest strategy for the region and have a first look at Toshiba Lifestyle’s latest product innovations at the exhibition space.

The Toshiba Lifestyle Asia Pacific 2024 Strategic Dealer and Press Conference gave the brand the opportunity to highlight its focus on innovation, showcase 98 of the latest products that will be available in the market over the next 12 months – some of which are based on the two concepts of Master of Flow and Japandi – and strengthen the brand-dealer and media relationships through networking sessions.

“At Toshiba Lifestyle, we believe we are well-placed in the Asia Pacific region to deliver innovative solutions to our consumers. Since 1875, we have established ourselves as a household name in the appliances industry in the region. We aim to accelerate our growth from here, and give our consumers the ultimate convenience in their daily lives.

“Looking ahead, we will increase our investments to strengthen our research, retail services, digital marketing efforts and consumer engagement in this key region. We will also work closely with our partners and key stakeholders, with the aim of amplifying our presence and achieving our goal of being the number one Japanese home appliance brand in the Asia Pacific region,” said Zeal Jiang, President of APAC Regional, Toshiba Lifestyle.

Toshiba Lifestyle has been one of the leaders in the home appliances market for over 50 years, providing high-quality products that meet the needs of consumers. With a commitment to innovation and sustainability, Toshiba Lifestyle continues to deliver products that enhance the lives of people around the world.