Article: From Secrecy to Self-Care: Female Sexuality in Japan
From Secrecy to Self-Care: Female Sexuality in Japan
For much of Japan’s history, female sexuality was a subject wrapped in silence. Pleasure products were widely available for men, but discussions about female desire and self-pleasure were rare. Women were often seen only in the roles of partners and mothers, with little room for exploring personal pleasure as a part of self-care.
Yet, in recent years, Japan has witnessed a quiet but clear transformation. Younger women are now challenging traditional norms and embracing their sexuality on their own terms. This change is becoming more visible across society—from the rise of women-led pleasure brands to the reinvention of Love Hotels into elegant, welcoming spaces.
Table Of Contents:
A Brief Look at the Past
The Edo Period: Open Expression with a Male Focus
During the Edo period (1603–1868), Japanese erotic art known as shunga was popular and openly enjoyed. These prints depicted scenes of sexual desire and celebrated pleasure. However, they were mainly created by men for a male audience, and female pleasure was often shown in a passive light rather than as a source of personal empowerment.
The Meiji Era: The Arrival of Western Morals
With the Meiji Restoration (1868–1912), Japan began to modernize under the influence of Western values. Victorian ideals of modesty and female chastity took hold, and discussions of female pleasure were pushed to the background. Women's roles became more confined to domestic life, and sexuality was increasingly linked with duty rather than personal enjoyment.
Post-War Changes and the Women’s Liberation Movement
After World War II, Japan rapidly modernized, but traditional gender roles still lingered. In the 1970s, the women’s liberation movement began to challenge these norms, calling for greater autonomy and sexual freedom. Despite these efforts, open discussions about female pleasure remained largely taboo until more recent years.
Today’s Quiet Revolution
Today, Japanese women are beginning to reclaim their sexuality. They are exploring self-pleasure and sexual wellness openly, incorporating it into their daily self-care routines.
Rise of Female-Focused Brands
While Japan's sex toy industry was once almost exclusively geared toward men, a new generation of female-focused brands is emerging. Companies like iroha—designed by women for women—offer elegantly designed, body-safe products that encourage women to see self-pleasure as an important part of everyday care.
More Women in Sex Shops
Based on interviews TENGA conducted with Japan’s largest sex shop, M’s Pop Life, more women are now shopping independently or with partners, a clear sign that old taboos are beginning to fade.
The Transformation of Love Hotels
Love Hotels were once known for their kitschy decor and short-stay secrecy. Today, many have been transformed into stylish retreats offering luxurious interiors, spa-like amenities, and private spaces where couples—and even groups of women—can relax and enjoy themselves.
In December 2024, iroha partnered with two Tokyo Love Hotels—HOTEL EXE and HOTEL KARUTA—to celebrate the launch of its latest couples’ product, the iroha SVR+ (to be launched in the US soon). Guests at these hotels could book exclusive themed rooms and experience the SVR+ in a stylish, private setting. This collaboration is a vivid example of how Love Hotels have evolved from their former reputation into spaces that promote intimacy, relaxation, and self-care.
iroha: Empowering Women Through Self-Care
At the heart of this cultural transformation is iroha. Founded in 2013 by a team of women within the TENGA Company, iroha was created to empower women to embrace self-pleasure as a key part of self-care. The name “iroha" refers to the basics or “ABCs” of something in Japanese—a fitting symbol for teaching the fundamentals of female sexuality in an accessible way.
iroha’s products are known for their elegant design, body-safe materials, and discreet performance. They help normalize discussions about female pleasure and encourage women to see intimacy as a form of self-care, not something to be hidden away.
Kiko Mizuhara: A Modern Face for Change
A pivotal moment in this journey was the appointment of Kiko Mizuhara as iroha’s Global Ambassador in 2023. Kiko is one of Asia’s most influential fashion icons, celebrated for her work in modeling and film, and for her outspoken support of female empowerment and sexual health. Her collaboration with iroha has been key in spreading the message that self-pleasure and sexual well-being are natural and empowering. Kiko’s influence helps break down long-held taboos and inspires women, both in Japan and around the world, to take control of their own pleasure.
Looking Ahead: A New Era of Intimacy in Japan
Japan’s journey from silence to self-care in the realm of female sexuality is a powerful story of cultural transformation. More women are now embracing sexual wellness as an essential part of their everyday lives, and spaces like Love Hotels are being reinvented as chic retreats where intimacy is celebrated.
With innovative brands like iroha leading the charge and influential voices like Kiko Mizuhara championing empowerment, the conversation around female pleasure is shifting—from a hidden secret to an open, celebrated part of life.
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