Thermae Romae: Thermae Romae x TOTO Collaboration

The Thermae Romae x TOTO collaboration emerged in 2012 as a cross-promotional campaign tied to the live-action film adaptation of Mari Yamazaki’s manga series. The story, which follows a Roman architect who discovers a portal to modern-day Japan, centers on his fascination with advanced Japanese bathing culture. Given the narrative focus on toilets and bathhouses, the partnership with TOTO—Japan’s leading manufacturer of high-tech plumbing fixtures—served as a tongue-in-cheek bridge between ancient Roman history and contemporary Japanese engineering.

The project was spearheaded by the animation studio DLE, known for its distinctive flash-animation style, to generate buzz for the cinematic release. The collaboration produced short promotional videos featuring the series' protagonist, Lucius Modestus, expressing profound awe toward TOTO’s Washlet technology. The campaign was well-received for its clever synergy, effectively leveraging the manga’s established popularity to highlight TOTO's position as a cultural touchstone of modern Japanese convenience.