Japan's history with toilet paper panics The original Japanese toilet paper crisis came in 1973, also triggered by turmoil in the Middle East over oil. It began when Yasuhiro Nakasone, then the minister of international trade and industry, called on the public to conserve paper products. The announcement was meant to signal some austerity. Instead, it sparked rumours that paper supplies were running out—and Japanese consumers, particularly women managing household budgets, began buying enormous quantities of toilet paper. Academics have described the panic as a response to the growing instability of the middle class, a fear that their livelihoods were held up by smoke and mirrors. Since then, Japan has raced for its toilet products every time a crisis rolls around. The devastating earthquake and tsunami of 2011 triggered the same kind of hoarding behaviour, though apparently there were some actual disruptions in affected regions. Now, the cycle is repeating itself.