The emergence of a “new elderly” group in China with unique emotional needs has highlighted the importance of smart toilet design. This study explores the emotional needs of the new elderly and the potential benefits of specialized sanitary products in addressing their emotional well-being. The study developed a framework based on Norman’s Three-level theory of Emotional Design (NTTED) and Maslow's Hierarchy of Needs Theory (MHNT) which have been widely used in the field of emotional design. A quantitative method is employed and a questionnaire survey was conducted to collect the data by using cluster sampling from the high-tech zone in Chengdu, Sichuan, China, about 501 respondents participated among 394 are new elderly and 108 are traditional elderly. The findings from a case study involving 501 elderly participants emphasize the significance of emotional factors in product design for the new elderly, specifically in the context of smart toilets in China. High-quality materials, personalized safety features, and cognitive enhancement contribute to user satisfaction. Lastly, the identified pain points underscore the need for privacy and safety measures, clear instructions, and sensory comfort. Enhancements in maneuverability address limited deftness and instruction readability, while adaptability focuses on tactile and visual cues. Respect, belonging, and progression considerations are pivotal in ensuring user satisfaction and well-being. This study identifies the emotional factors in product design for the new elderly in China to enhance emotional design in smart toilets for this demographic.