A Sneak Peek Behind the Scenes of a Hit Product! An Exclusive Report on the Daio Paper “The Elleair Toilet Tissue” Factory Tour

Hello! I am Yamashita from Social Relations Bureau Division 2.

This may seem sudden, but have you ever thought about the texture or scent of the toilet paper you use every day?

Daio Paper, the company behind “Elleair,” the No. 1 brand for sanitary paper products, has released “The Elleair Toilet Tissue,” a premium product that brings together 45 years of technical expertise since the brand’s inception.

Today, our PR team will introduce the product and share highlights from the media factory tour, for which SUNNY SIDE UP handled the PR!

The highest quality toilet tissue in Elleair’s history! What exactly makes it different?

The factory tour showcased the manufacturing process of “The Elleair Toilet Tissue.” This product is the result of 45 years of Elleair’s accumulated technology and meticulous attention to detail. Within just six months of its launch, shipments exceeded 710,000 packs. In terms of length, that is over 210,000 km—enough to circle the Earth 5.3 times. So, what sets it apart from other toilet tissues?

There are four main features.

1. Exceptionally Soft Texture
Contains more than twice the amount of softening agent compared to “Elleair Toilet Tissue (Double).”

2. Durable Even When Wet
A lamination process bonds two sheets together, making it soft yet resistant to tearing.

3. Incredible Absorbency
The absorbency is approximately twice that of conventional products! Because it absorbs plenty of moisture between the sheets, it is ideal for use with bidet toilets.

4. Floral Soap Scent
A subtle hint of orange spreads alongside the gentle scents of rose and musk, creating a clean and pleasant atmosphere in the bathroom.

It is the perfect product to enhance the bathroom space you use every day!

Going Inside “The Elleair Toilet Tissue” Factory Tour!

The factory tour took place at the Daio Paper Products Shimada Plant in Shimada City, Shizuoka Prefecture. This was the very first time the facility was opened to the media! Members of SUNNY SIDE UP accompanied and guided the media representatives through the factory. We were blessed with great weather, making it a perfect day for a tour.

Before the tour began, there was an explanation regarding the features of “The Elleair Toilet Tissue.”

We deepened our understanding of the product’s craftsmanship through a direct talk from Mr. Moriwaki of the Daio Paper Global Marketing Division, a specialist often referred to as the “Paper Doctor.”

In the second half of the briefing, a hands-on comparison was held. Participants used droppers to test the difference in absorbency and felt the texture of “The Elleair Toilet Tissue” compared to the standard “Elleair Double.”

Since “scent” is one of the key features of “The Elleair Toilet Tissue,” the floral fragrance filled the room as soon as the freshly made products were brought in from the factory. The media representatives were visibly impressed even before smelling them directly.

Finally, into the factory!

While listening to explanations from factory staff, we went to see how the raw materials for “The Elleair Toilet Tissue” are transformed into the final product. Upon entering, we immediately saw large quantities of pulp, the primary ingredient for paper.

This pulp is reportedly produced at Daio Paper’s production bases in Ehime and Gifu.

The pulp is then placed into an agitator called a “pulper,” where water is added to break down the fibers.

Next, we observed the process called blending. By adding twice the usual amount of softening agent here, they create the “exceptionally soft texture” that is one of the product’s hallmarks.

The raw materials are blended by adding softening agents and other components to the pulp.

The liquid raw material is then sprayed uniformly onto a wire. Subsequently, a machine called a paper machine spreads the paper into thin, flat sheets.

We observed this process up close, and the area was enveloped in intense heat every time the material was sprayed. Despite the heat, the media participants were amazed by the sheer scale and power of the operation.

The paper-making process

The next step features the star of the show: the jumbo roll!

The jumbo roll wound by the paper machine is of an overwhelming scale, measuring 2.4 m in width and 1.7 m in diameter.

One roll contains enough paper for approximately 20,800 toilet rolls, with a total length of 26,000 m. As you can see in the photo, its massive size is evident when compared to a person.

A large winding machine called a winder rewinds the jumbo roll into smaller rolls. At this stage, two sheets of paper are bonded together to create the double-ply specification.

Once the processing is complete, a cutting machine divides the 2.4 m wide roll into 20 individual rolls.

The now-smaller toilet paper rolls, which are unrecognizable from the massive rolls we saw earlier, flow down the conveyor belt.

After various processes, it has finally become the toilet paper we are all familiar with!

After cutting, the rolls are packaged in the specified quantities and passed through a device that inspects for foreign objects such as metal before being shipped.

And with that, “The Elleair Toilet Tissue” is finally complete!

“The Elleair Toilet Tissue” could only be created by Daio Paper, with its 45-year history.

“The Elleair Toilet Tissue” is truly packed with meticulous attention to detail.

We were told that attempts such as doubling the softening agent were a first. It took approximately one and a half years to develop, involving the verification of risks like machine failure and the combination of existing technologies. By visiting the factory as a PR representative, I was able to learn about the passion and dedication of the many people involved!

We invite you to experience the quality and craftsmanship of “The Elleair Toilet Tissue” for yourself.

At SUNNY SIDE UP, we handle PR communications for a wide range of products and services, including daily necessities. What can be achieved through the power of communication? We welcome inquiries starting from such simple questions. Please feel free to contact us using the “CONTACT” button below.