Japanese culture draws a distinct line between the private and public self. Private matters such as sexuality and intimacy are often kept even from partners. Salt takes a closer look at how the sex positivity movement witnessed in the West manifests in Japanese society and culture.
Sex positivity as reviewing sex ed
Compared to other developed countries, sex ed is taught considerably late in Japanese schools. The content concentrates on biological mechanisms and potential risks involved, which creates a perception that sex is scary and disgusting. Naturally, the curiosity for the unknown is satisfied with porn which further distorts youth’s perception of intimacy.
In recent years, alternative approaches to discussing sexuality have emerged. This is a byproduct of attention shifting to so-called “women’s issues” and femtech. Online creators demystifying women’s reproductive health, sex and consent on social media and on YouTube shed a critical light to the shortcomings of sex ed at schools.
Now, the discussion on intimacy has moved from niche online accounts to mainstream television where well-known TV personalities as well as an occasional adult entertainment star chime in to bust myths – in a way to undo the harm that inadequate sex ed and porn have caused.
Sex positivity as creating a permissive atmosphere
Normalization of women’s reproductive health and pleasure makes an occasional appearance in mainstream retail. For example, sex toys that usually belong to backstreet shops or seedy-looking online stores are displayed in a more open manner. Pastel colored and abstractly shaped sex toys that could double as stylish interior design elements are sold in high street department stores signaling that sexuality and pleasure can be a part of normal daily life.
Products and services that target women lead the sex positivity narrative in Japan. The category of mentech is emerging but discussing “male issues” is still challenging, as it is riddled with stigma and embarrassment.
A more open and permissive tone is becoming common in communication of products and services targeting ED. These aim to educate men about causes of ED that go beyond the physical and attempt to normalize discussing sex and intimacy between partners. While the “strong provider” archetype persists, this emerging narrative expands masculinity beyond its performance-driven image towards a more open and softer expression.
Sex positivity as creating common ground for overcoming shared issues.
Yearly statistics on sexlessness in Japan consistently show a grim outlook for the aging society. This can also be seen as a resistance and resignation among men and women when it comes to relationships and intimacy. Bringing related issues up in a relationship feels like imposing requirements and frustrations on their partner which can be a source of embarrassment and conflict that many want to avoid.
This issue has inspired brands to develop products that act as vehicles for rediscovering and expanding the meaning of intimacy. For example, a domestic sex toy brand has approached the current context as an opportunity by launching a lineup to deepen connection through touch. The look and feel is free of obvious sexual cues and porn tropes that cater for male fantasies. Instead it plays on the implications of sensorial and sensual pleasure which speaks to both parties in a similar way.
Bringing couples together to tackle a shared problem has emerged in the fertility and preconception care category. Men are let in to split the burden that was thus far mainly on women’s shoulders. This can be seen in the emergence of supplements to improve sperm health and conception aids marketed to men. The cooperative and softer expression of masculinity appears in this shift as well, however the old language and visual cues that stress physical strength and the “performance-driven” archetype are still present.
Cultural growing pains that accompany reframing sex and intimacy
Changes are slow to take root, therefore deeply instilled narratives of “femininity”, “masculinity” and how intimacy is negotiated take time to transform. The discourse has been heavily focused on women and pushed the boundaries of femininity forward. At the same time the social constraints that box Japanese men in the “strong performance-driven provider” archetype persist on a larger scale. The Japanese version sex positivity is including men into the discussion but they are yet to acquire tools to fully be a part of it. This naturally is accompanied by some growing pains as it requires openness and vulnerability.
Salt continues to observe and dissect intriguing shifts in Japanese culture and society.
