You want a drum washing machine, but would prefer a more affordable price. Yet, you also want abundant features that can wash delicate clothing without damage. The 'AITO' washing machine, perfect for those who love fashion and want to protect their clothes, is being released by Haier Japan Sales. Mihara Yasuhiro, a designer with strong convictions about clothing creation and a dislike for laundry, encounters this product that fulfills consumer desires. He poses candid questions about washing.

Mihara Yasuhiro began making shoes on his own while at university, launching his shoe brand in 1996 during his studies. In 1999, he presented his apparel line at Tokyo Collection, and quickly joined the ranks of global designers with appearances at Milan and Paris Collections.

More recently, he staged the "2022-23 Autumn/Winter Paris Men's Collection" runway show in the Asakusa Sushi Ya Street shopping district (Taito-ku, Asakusa), appearing himself dressed as a police officer, once again proving himself to be a maverick designer.

It was Haier's simple drum washing machine, 'AITO', that Mihara Yasuhiro encountered. Haier is a global major appliance brand boasting 13 consecutive years of No. 1 global market share* in washing machines, and also holds the No. 1 position worldwide for refrigerators, freezers, and wine coolers.

*Source: Global sales volume share in the Global Major Appliances 2021 Brand ranking by Euromonitor International. Major appliances include refrigerators, freezers, washing machines, dishwashers, microwave ovens, and kitchen appliances.

As both have pursued their unique paths to global success, what kind of chemical reaction will occur when the 'creator' and 'washer' of clothing, connected by fate, meet?

MiharaActually, I don't do much laundry myself. I wonder if I'm really the right person for this (sweat).

— Why is it that you don't do laundry at home in the first place?

MiharaBecause it's a hassle. You know, like, mixing up the detergent and fabric softener.

Haier Japan Sales (Product Planning Department, Yoshinori Kataoka)We understand the feeling of laundry being a chore. One of Haier's goals with its washing machines is to reduce the effort involved in washing, allowing users to make better use of their time. The 'AITO' is equipped with an automatic detergent and fabric softener dispenser, which is rare for this class, so there's no worry about mixing them up. It also saves you the trouble of measuring detergent, making the entire process from wash to spin automatic.

MiharaThe term 'fully automatic' is fantastic. I often forget to add the detergent. Many people are like that, right?

Haier Japan SalesWell... rather than forgetting, many people are unsure about the amount to use. By having it automatically dispensed, it prevents over-usage and is economical. Also, if you use too much of a highly effective detergent, there's a risk of color fading, so this should also reduce damage.

MiharaThat's great, I appreciate that. I believe the washing machine is more capable than I am. One button press and it does everything up to drying. Yet, it never seems to work out for me.

Haier Japan SalesThis 'AITO' does not come with a drying function. While dryers have benefits, such as making towels fluffy, we've positioned this model as an entry-level option by omitting the drying function to keep the price down.

MiharaIs a washing machine without a drying function even valuable?

Haier Japan SalesMany top-loading washing machines do not have this feature, but drum-type machines are increasingly equipped with it. Also, some customers choose not to use the drying function even if it's available.

— Please wait a moment! Mihara suddenly gets up and leaves. He returns to the room about 10 minutes later —

MiharaI just asked my staff about washing methods, and about 90% said they don't use the dryer. When I asked 'Why?', they said, 'Because the sleeves of shirts get twisted, and jeans get streaks.' It's a culture shock.

Haier Japan SalesPeople who take good care of their clothes often don't use the dryer, don't they?

MiharaNo wonder, when I took clothes out of the dryer, they looked like churros! Was I the only one who didn't know? I should just let it spin and then hang it to dry!

Haier Japan SalesY-yes. Generally, that's how it is... However, some people do find the drying function convenient. But as your staff mentioned, we often hear about jeans getting permanent creases. Also, with items like jerseys or polyester, wrinkles don't come out, so effectively using the drying function sometimes requires experience.

MiharaSo, the price of 'AITO' without a drying function (market expected price: around 100,000 yen including tax) is indeed lower?

Haier Japan SalesGenerally, drum washing machines with drying functions cost around 200,000 to 300,000 yen.

MiharaWhat? Over 100,000 yen difference? I should tell my staff about this. But a washing machine without a drying function... (Mihara ponders). It's true that natural drying is more ecological. Perhaps this is better not only for fashion lovers but also for people who hold that concept.

Haier Japan SalesAlso, some people say that drum-type machines have weak washing power. In such cases, if you utilize the warm water wash function, you should be able to wash more effectively. For fashion enthusiasts, we recommend the 'Quick Course,' which takes just 15 minutes. It should make it easier to refresh lightly soiled or smelly items.

MiharaIt'll be done while I'm showering in the morning! That's a very good morning.

Haier Japan SalesIt's also convenient for when you want to wear your favorite clothes for two consecutive days.

MiharaIn the morning, I'm too lazy to choose, so I tend to pick the same sweatshirt. Before I know it, I've been rotating the same two for two months.
If it can be done in 15 minutes, I might try it. With 'AITO', it'll be finished before drying anyway.

Haier Japan SalesIt doesn't have a drying function, after all (laughs). For a sweatshirt, if the sleeves stretch out from wear, washing it once can help restore its shape.

MiharaAh, I see. I'll give it a try.