This is a toothbrush with built-in LED light. It will be available in Japan at a price of around $65, and, even I didn’t understood much from the description on the official website, which is translated into English by Google, I assume that the LED feature is not used only for making your mouth more visible. It seems to provide some other benefits too, such as an inhibitory effect on bacteria causing the periodontal disease.
The glowing toothbrush called Burudente powers from one AAA battery and operates for up to five months. It also requires special toothpaste that doesn’t affect the the LED light system.