Transforming Hospitality: Innovative Toilet Paper Design at HCJ2026

In a groundbreaking move that reimagines the essence of hospitality, Fuji Rika Paper Co., based in Fuji City, Shizuoka Prefecture, will showcase its unique offerings at the International Hotel and Restaurant Show (HCJ2026) from February 17 to 20, 2026, at Tokyo Big Sight. The company emphasizes that even the restroom can be a space for exceptional service, leading to the innovative concept of selecting toilet paper according to the ambiance of various spaces.

A New Era of Restroom Experience

Fuji Rika aims to elevate the standard of comfort provided in restrooms. The exhibition will feature three distinct product lines that cater to different types of accommodations:

- SIMPLE & BASIC: This range is designed for business hotels with a high volume of guest rooms. It boasts dependable quality and sufficient bulk suitable for high-demand environments.
- COMFORTABLE: Tailored for facilities that prioritize relaxation, this selection focuses on superior texture and a luxurious feel for guests looking for comfort during their stay.
- LUXURY: A collection aimed at high-end establishments, where the design and quality of materials contribute to an extraordinary experience, striving to create a sense of unparalleled hospitality.

Guests will have the chance to experience the harmonization of design, texture, and volume in toilet paper, thereby discovering a new perspective on selecting bathroom products that match their space’s character.

Qualta: The Pinnacle of Luxury

One of the standout features at the display will be QUALTA, Fuji Rika's premium brand which emphasizes the principle of providing toilet paper that complements elegant settings. During HCJ2026, QUALTA will be the focal point of collaborative presentations with two notable partners.

Collaboration with JTB Corporation

At the JTB Corporation booth, QUALTA will be introduced as part of the Amenity LAB, showcasing a fresh approach to branding. This initiative seeks to redefine amenities, not merely as consumables or costs but as essential tools to enhance the value of hotel experiences. JTB and Fuji Rika will together present a shift in perspective, enlightening hospitality businesses on innovative branding practices.

Partnership with BUNACO

The collaboration with BUNACO, a renowned woodworking brand from Aomori, showcases toilet paper cases that are not just functional but also serve as stylish interior elements. This partnership allows both companies to demonstrate how quality craftsmanship can be integrated into restroom environments, transforming them into chic spaces.

Exhibition Details

The HCJ2026 will take place from February 17 to 20, 2026, at Tokyo Big Sight and is organized by the Japan Management Association. For further information, visit the official website at HCJ2026 Official Website.

Future Aspirations

Fuji Rika Paper Co. strives to revolutionize the perception of toilet paper, transforming it from merely a disposable item into a product that enhances spatial experience in hospitality settings. Through this exhibition, the company looks forward to collaborating with the hospitality and tourism sectors to create