As local home appliance giant Woongjin Coway Co. celebrated its 20th anniversary yesterday, the company announced an aggressive plan to expand onto the global market.

The first step may sound outlandish: to popularize bidets in North bAmerica. Last weekend, the company showcased key products, including its premium BA-13A digital bidet, at the Kitchen and Bath Industry Show in Atlanta, Georgia, the world’s biggest kitchen and bath product show.

The North American bidet market is still growing, Woongjin Coway said, with around 30 online companies selling bidets in North America at present. “We are planning on aggressive marketing in North America for our digital bidets by appealing to the public through design and technology,” said Lee In-chan, head of the overseas marketing division at Woongin Coway.

But they have an uphill publicity battle to fight first, with one American
business expert calling the market appeal of the bidet in the U.S. at present
“slim to none.” Woongjin’s premium digital bidet, which includes functions such as an MP3 player and remote control, won the German

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