Toshiba home appliances: a 95-year legacy of innovation

From its first washing machine in 1930 to today's Japandi-style products, Toshiba has built a 95-year brand journey rooted in heritage and innovation.

For nearly a century, Toshiba Home Appliances has introduced innovations that have transformed the daily routines of millions of families worldwide, spanning refrigerators, washing machines, and rice cookers.

According to a brand representative, Toshiba has aimed to be a symbol of the Japanese spirit in every detail, not merely a manufacturer of home electrical appliances. From refrigerators and washing machines to rice cookers, each product reflects the philosophy that "technology serves harmonious living." The representative stated, "We believe technology is truly meaningful only when it integrates into human life. Every Toshiba innovation begins with small details to create distinct user experiences."

In 1930, Shibano Engineering Works, the precursor to Toshiba Corporation, launched its first electric refrigerators and washing machines, marking a new advancement for Japan's home appliance industry. One year later, the company introduced the first "made in Japan" electric refrigerator and vacuum cleaner, laying the foundation for modern consumer habits in the Land of the Rising Sun.

Entering the 1950s, Toshiba maintained its top position in the market with a series of iconic products: the first rice cooker (1955), the microwave oven (1959), and the split-system air conditioner (1961). These appliances helped shape the standards of convenience for post-war Japanese people, demonstrating a spirit of creativity and meticulous craftsmanship, values that became part of the brand's heritage.

Throughout its various stages of development, Toshiba has maintained its "details matter" philosophy across all product lines. Today's product models not only meet functional needs but also reflect a spirit of convenience and minimalism.

A prime example is the Japandi style, which blends Japanese sophistication with Nordic minimalism, aiming for harmony, sustainability, and aesthetic appeal.

In 2025, the brand celebrates its 95-year journey. To mark this milestone, Toshiba is collaborating with five Japanese folk artisans to transform familiar home appliances into "Japanese masterpieces."

According to a company representative, the campaign demonstrates the fusion of local culture and modern technology.

The first is "wood art - Japandi refrigerator," where the refrigerator blends into wooden interiors, embodying the philosophy of "hidden in space." This combination of form and function creates a natural, approachable, and minimalist aesthetic characteristic of Japanese design.

Next is the "Ikebana (origin fresh tech)" art, inspired by traditional flower arranging, which honors the ability to preserve freshness, as if "retaining the beauty of nature." This style is reflected in refrigerator designs that combine modern preservation technology with Japanese aesthetic philosophy, helping to maintain the natural freshness of food as if it were just picked.

If Ikebana represents softness, then "Karesansui Zen (original taste)" embodies the tranquil spirit of a Japanese zen garden. This essence is expressed through the combination of a rice cooker and a microwave oven, evoking a "zen taste in every dish."

Additionally, "glass art (origin pure)" symbolizes purity. Inspired by clear water, this work reflects a wise and clean philosophy of life, mirroring Toshiba's pursuit of technology for user health and safety.

Finally, "fabric dyeing art (origin color)" concludes the journey with vibrant hues. Inspired by traditional dyeing techniques combined with modern fabric care technology, it creates a harmony of heritage and innovation.

Beyond being works of art, the campaign also illustrates the brand's direction towards sustainable development: each Toshiba product does not merely serve functional needs but becomes part of an aesthetic experience in modern life. In an era of rapid consumption, Toshiba chooses a different path, focusing on deliberate, refined, and persistent investment in seemingly small details that determine great value.

A brand representative noted that the 95-year journey testifies to the philosophy of "Japanese essence in every detail." From its first factory in Tokyo to international markets, Toshiba maintains a spirit of craftsmanship, rigor in production, respect for processes, and a continuous desire for improvement. Consequently, the company's products are present not only in Asian homes but also in some of the world's most discerning markets.