Toshiba Lifestyle announces strategy to strengthen its market presence in Asia Pacific and reveals innovative product launches in Vietnam

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

With the event’s theme of Beyond Details, Innovate Tomorrow, the brand also revealed Japandi and Master of Flow, both solution-based and innovative concepts that their products have been designed upon. During the event, Takashi Sorimachi, celebrated Japanese actor and singer, was also unveiled as Toshiba Lifestyle’s new Regional Brand Ambassador, with the aim of strengthening its connection with consumers.

The Toshiba Lifestyle Asia Pacific 2024 Strategic Dealer Conference gave the brand the opportunity to highlight its focus on innovation and showcase 65 of its latest products that will be available in the market over the next 12 months, some of which are based on its two concepts of Master of Flow and Japandi.

“At Toshiba Lifestyle, we believe we are well-placed in the Asia Pacific region to deliver our innovative solutions to our consumers. Since 1875, we have established ourselves as a household name in the appliances industry in the region, and 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.

Two unique concepts, two innovative solutions – Japandi and Master of Flow

The event’s theme, “Beyond Details, Innovate Tomorrow”, stems from Toshiba Lifestyle’s 149-year track record of invention and innovation in Japan, one that is steeped in rich, craftsmanship spirit, and in a country that is famous for their highest attention to detail and dedication to achieving perfection. The brand’s focus on detail – from product design to development – combined with its expertise in invention and a desire for a better world, are strongly reflected in all its product solutions.

As part of its growth strategy in Asia Pacific, and staying true to its innovation roots, Toshiba Lifestyle announced Master of Flow, their innovative water technology concept and Japandi, their new product line dedicated to design innovation. Both concepts are aimed at bringing the right production innovation to life to solve consumers’ pain points and improve their quality of life, as well as delivering affordable, premium household solutions to the rising middle-class in APAC.

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.

Japandi

A blend of Japanese Fuji White and Scandinavian aesthetics, Japandi perfectly embodies the philosophy of Beyond Details, Innovate Tomorrow as it emphasizes 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. Thus, making the Japandi style a testament to how timeless design principles can be reimagined to meet future challenges and opportunities.

Toshiba revolutionizes rice cooking with its new series of advanced rice cookers

In Asia where rice is a daily essential, Toshiba also unveiled during the event its latest innovation in the form of a series of digital rice cookers that have been designed to revolutionize rice cooking. Based on 69 years of studying rice and its culinary techniques in various countries in Asia, Toshiba Lifestyle created these state-of-the-art appliances that offer unparalleled control over cooking quality, ensuring each grain is perfectly textured, richly aromatic, and optimally nutritious in terms of sugar content, all to the household members’ preferences.

Achieving greater heights in a sustainable fashion

While Toshiba Lifestyle aims to be the number one Japanese household appliance in the region, the brand is committed to environmental, social and good governance for sustainable growth. For example, under the Green Factory Initiative, the brand only uses energy-saving products with high efficiency, with 28 factories under its remit that are certified as a National Green Factory.