Tenga opens pop-up in department store to offer Iroha vibrators for women

Here’s some positive news.

In Japan, it has become increasingly easier to buy adult toys. Everyone knows the notorious section for costumes and toys amid the chaos that is a Don Quijote store, but regular drug stores also have a Tenga or two, not to mention plenty of lubes.

But what about an ordinary department store? In Japan, they would seem to have stores selling pretty much everything, but you surely won’t find onaholes on sale in Isetan.

Change may be on the horizon, however. Tenga has opened a pop-up store inside the Daimaru department store in Umeda, Osaka, running from August 22nd to September 4th.

It’s the first case of a department store in Japan offering toys from Tenga’s Iroha female vibrator range.

The pop-up will target women in their twenties and thirties. There will also be consultations available for women on August 29th and August 30th at which female Tenga PR staff will give their advice on toys, sex, and masturbation.

From the look of the preview images, there will be noren-style curtains over the entrance to provide discretion to women going inside (the porn section at Tsutaya and the like also has these).

Once again, it’s the female side of adult toys that is helping to make the industry more mainstream and acceptable.

Tenga already has its own stores around Japan, though they are mostly aimed at men. The brand has, however, made savvy efforts to target women through events and advertising.