"Please Stop Buying"... Japan in Toilet Paper Hoarding Frenzy Triggered by 50-Year-Old Trauma

Industry Responds: "Ample Inventory Unless Hoarding Occurs"

As international oil prices have surged in the aftermath of the Middle East war, a “toilet paper hoarding” phenomenon is sweeping across Japan.

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On March 13, the Asahi Shimbun reported that posts such as “We need to stock up on toilet paper before a second oil shock hits” and “I'm considering buying in bulk” are rapidly spreading on local social networking services (SNS). The industry has responded by emphasizing that these rumors are completely unfounded.

According to the industry, about 60% of toilet paper raw materials in Japan are recycled domestically. The remainder is supplemented with pulp imported from North America, South America, and Southeast Asia. Industry representatives explained that, although some petroleum-based chemical additives are used in the manufacturing process, the impact of the Iran-related Middle East crisis on the supply chain is extremely limited.

The Japan Household Paper Industry Association, which comprises 41 household toilet paper manufacturers in Japan, has also asked consumers to refrain from excessive purchases. A representative of the association stated, “Both production and shipments are currently normal, and inventories are sufficient,” stressing that “there is absolutely no risk of toilet paper disappearing from the market as long as there is no unnecessary hoarding.”

Some analysts attribute the current “toilet paper hoarding” in Japan to the influence of past events. During the first oil shock in 1973, memories of citizens lining up endlessly in front of stores to buy toilet paper out of fear of skyrocketing prices have been deeply imprinted on consumer psychology across generations. This incident, also known as the “toilet paper panic,” began when then Minister of International Trade and Industry Yasuhiro Nakasone (a position now known as Minister of Economy, Trade and Industry) announced a call to save paper products. Afterward, rumors that “paper is running out” began to spread, prompting everyone to buy and stockpile toilet paper, resulting in supply shortages.

Similar shortages also occurred during the Great East Japan Earthquake in 2011 and the COVID-19 outbreak in 2020, but prevailing analyses suggest that these were caused not so much by actual supply shortages as by temporary distribution disruptions resulting from excessive hoarding. At those times, the Japanese government even released images showing warehouses full of toilet paper stock to allay public concerns.

On local online communities, some criticized the persistent tendency to link oil shocks with toilet paper shortages, while others countered that it is a natural response to prepare for uncertain social situations.

This content was produced with the assistance of AI translation services.