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Consumer

Japanese paper makers ply luxury toilet tissue in China

Oji and Daio hope to replicate success of high-end diapers

Japanese toilets are seen on display at a showroom in Tokyo. Chinese consumers like high-end Japanese toilets. Will they also go for luxury toilet paper?   © Reuters

TOKYO -- Japanese paper makers Oji Holdings and Daio Paper are increasing production of toilet and tissue paper to tap growing Chinese demand, targeting a well-to-do clientele to avoid head-on competition with local players.

The two manufacturers established their brands in China by focusing on high-quality baby diapers. With domestic demand shrinking, they now hope to replicate that success with other luxury household products like three-ply toilet paper.

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