The Disease Prevention and Control Bureau of the National Health and Family Planning Commission of China has also echoed the fact that well-designed toilets represent a worthwhile investment.

In a 2014 report, the bureau pointed out that the profit gained from renovating a public toilet in the country, especially those in the rural areas, was five times of the cost. Toilets generally earn through entrance fees and leasing of advertising space.

In light of this, the General Office of the State Council released a guideline to increase tourist investment and consumption last August. One of the main objectives was the establishment of more public toilets in tourist destinations around the country.

By the end of this August, about 29,500 tourist-friendly toilets in such locations were built or renovated.

Companies such as China Everbright Real Estate, Jiangsu Huahong New Energy Company and Beijing Landwasher Technology Development have since jumped at this opportunity.

For instance, Landwasher Technology is currently involved in a toilet renovation project in Tibet which started in 2016. The company's flush-free technology is said to be ideal for such regions where the plumbing system is poor.

Wu Hao, general manager of Landwasher, said that the launch of the "toilet revolution" has resulted in a 50 percent increase in the company's sales. He added that the national initiative has been a boon for small companies like his.

"Presently, small privately-owned technology companies are the major contributors to innovation in environmental protection technology and toilet renovation in China. They have helped to optimize the industrial structure," he said.

"The value chain related to public toilets is larger than most of us can see. First of all, it can help to boost the revenue at tourist attractions by more than 10 billion yuan. Furthermore, the living standards in the rural areas in China can be improved," he added.