In a sleek, airy new store in Tokyo’s fashionable Harajuku district, hourglass-shaped sex toys glide along a conveyor belt — but these are no ordinary adult products. Tenga, a Japanese manufacturer once known for single-use male masturbation aids, has evolved into a major player in the country’s intimacy and sexual health market. The brand is now challenging deep-rooted taboos around sex, offering a range of stylish, art-inspired products that aim to normalise sexual pleasure and promote intimacy, as reported by AFP. 

Since its opening this year, Tenga’s flagship store has drawn an eclectic mix of tourists and couples, often surprised by the shop’s clean, modern aesthetic that could easily be mistaken for a cosmetics boutique. “I might have thought this was some kind of cosmetics shop,” said one customer, Masafumi Kawasaki. “It surprised me,” he added, referring to the store’s open approach to what is often a taboo subject in Japan.

Founded by Koichi Matsumoto in 2005, Tenga’s mission has always been to redefine the perception of sex toys. Matsumoto, who left a car sales career to enter the adult industry, was motivated by a desire to distance products from crude, genital-replicating designs that perpetuated shame and secrecy. “Those products seemed to say, ‘please use us to feel lewd and obscene,'” said Matsumoto, criticising the negative message behind traditional sex toys. His goal was clear: create a product that was positive, friendly, and accepted in the mainstream.

Today, Tenga’s offerings include not just the signature male masturbation cups, but also vibrators, sperm monitoring kits, and tools designed to aid those suffering from sexual disorders such as erectile dysfunction. Its stylish products and healthcare angle have made the brand popular not only in Japan but in dozens of countries worldwide. Around half of Tenga’s annual sales, which total JPY10bn (about $65mn), come from overseas.

Despite its success, Tenga still faces some societal resistance. Many people still misconstrue its products, particularly the cups, as catering to “lonely men”. But Tenga’s more diverse product range, including tools aimed at couples, seeks to shift this narrative. “Masturbation is normal for everyone,” said Mei Kamiya, a clerk at Tenga’s Harajuku store, adding that vibrators, for instance, can enhance intimacy between partners.

As Japan grapples with a demographic crisis marked by low birth rates, Tenga is positioning itself as more than just a pleasure brand. Matsumoto believes the company’s products can help address broader societal challenges, from sexual health to supporting an ageing population.

“We tell elderly women it’s a good, healthy thing to be open about sex,” Matsumoto says, noting that for many older individuals, sexual desires have long been overlooked or dismissed as shameful.

Tenga’s success in normalising the conversation around intimacy highlights a shift in how Japan views sexual health — a welcome departure from the country’s traditionally conservative stance on such matters.