Tenga, the Japanese adult toy manufacturer, has launched a new flagship store in Tokyo’s Harajuku district, marking a bold step in making adult products more accessible and less stigmatized. Unlike the conventional, often hidden nature of such products, the sleek and vibrant store showcases a wide range of Tenga items, which include toys for both men and women, alongside family planning aids and solutions for sexual disorders. This modern, open approach has attracted a broad mix of customers, including couples and tourists, and has even surprised some visitors with its polished, non-taboo presentation.
De-Stigmatizing Sexual Pleasure
Founded by Koichi Matsumoto in 2005, Tenga initially made waves with its single-use male masturbation aids, often considered a taboo subject in Japan. Matsumoto’s mission was to create products that moved away from the crude, often degrading designs of earlier sex toys that were marketed with explicit imagery and messages. His vision was to promote sexual pleasure as a natural and important human desire rather than something to be hidden away or shamed. Tenga’s products are designed with an artistic, minimalist flair, aiming to be both functional and stylish, removing the lewd connotations typically attached to adult toys.
Broadening Market Appeal
Despite initial hesitation and stereotypes about their target audience, Tenga has steadily expanded its reach. Matsumoto, whose company is now worth over 10 billion yen, has worked to break the stigma surrounding masturbation, noting that many view Tenga products as catering to “lonely, single men.” However, the company’s expanding product line, which includes vibrators and items designed to enhance intimacy between couples, challenges this assumption, offering something for everyone. Tenga’s global appeal is also evident, with nearly half of its annual sales coming from overseas markets.
Health and Wellness Focus
Tenga’s focus is not limited to pleasure; the company has also branched into healthcare, offering products like sperm monitoring kits and erectile dysfunction aids. Japanese doctors are increasingly recommending some of Tenga’s items to treat sexual health issues, highlighting their medical usefulness in treating common conditions. Despite Japan’s conservative stance on open discussions about sex, Tenga’s stylish and health-conscious branding is helping reduce the stigma around such topics, creating opportunities for more open dialogue.
Targeting Japan’s Aging Population
With Japan facing a demographic crisis due to its low birth rate and aging population, Tenga is looking to address the needs of older generations, whose sexual desires are often overlooked. Many elderly individuals feel disconnected from the notion of sexual intimacy as they are assumed to be too old for such concerns. Tenga’s products are aimed at not only addressing sexual dysfunction but also promoting a healthier attitude toward intimacy, particularly for elderly women who were once taught that discussing sex was “unladylike.”
By challenging taboos, expanding its product offerings, and embracing a wider audience, Tenga is paving the way for a more open, inclusive conversation about sexual health in Japan and beyond.