Each roll carries several copies of a new nine-chapter novella written by Koji Suzuki, the Japanese author of the horror story "Ring," which has been made into movies in both Japan and Hollywood.
"Drop," set in a public restroom, takes up about three feet (90 centimeters) of a roll and can be read in just a few minutes, according to the manufacturer, Hayashi Paper.
The company promotes the toilet paper, which will sell for 210 yen ($2.20) a roll, as "a horror experience in the toilet."
Toilets in Japan were traditionally tucked away in a dark corner of the house due to religious beliefs. Parents would tease children that a hairy hand might pull them down into the dark pool below.