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Intercourse toy maker desires to make masturbation one thing that’s not hidden

By on March 28, 2021 0

Matsumoto Koichi, President of Tenga, meets with the native press Thursday in Seoul to rejoice Tenga Korea’s second anniversary. [TENGA KOREA]

You is likely to be shocked to search out {that a} fairly tube of lipstick is definitely meant for one thing else – bringing you essentially the most intimate pleasure.

It has been 13 years because the Japanese firm Tenga was based and two years because it formally arrived in Korea. On Thursday, the corporate met with the native press to rejoice its native success.

An grownup merchandise enterprise in Korea is fascinating in itself, to not point out the enterprise that hosts a press convention to correctly introduce themselves and discuss their imaginative and prescient and philosophy. However, for his or her two-year anniversary, that is precisely what Tenga did. Koichi Matsumoto, Founder and Chairman of Tenga, got here to Seoul to elucidate how his enterprise happened and its future objectives.

“It has been two years since we based Tenga Korea,” stated Matsumoto. “Beforehand, our merchandise had been priced 3 times the worth in Japan. I supposed my merchandise for use and loved by everybody, however this had not been the case right here. As a producer, I wished merchandise to be obtainable on the proper value. That is how Tenga Korea was based. ”

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Left: Tenga will quickly be launching a model for ladies referred to as iroha. Above are lipstick formed vibrators and a banana. Proper: The disposable Egg Sequence, a disposable masturbator for males.

Earlier than beginning the enterprise, Matsumoto was an auto mechanic who cherished to work together with his fingers. Nonetheless, when enterprise took a flip for the more serious, he needed to flip to automotive gross sales to make ends meet. Round this time, he first visited an grownup toy retailer.

“After I walked into the shop, I noticed that the masturbating merchandise – particularly the lads’s merchandise – included some very vulgar and self-explanatory illustrations of ladies on the packaging,” Matsumoto stated. “After I noticed these packing containers, I assumed the illustrations despatched the oblique message that masturbating is soiled, so you need to be fascinated by the dirtiest footage. [when doing so]. To me, that appeared so fallacious to me.

Quite than avoiding the subject, Matsumoto admitted that intercourse is simply as necessary in individuals’s lives as meals and sleep. As a substitute of being hidden deep in individuals’s drawers, Matsumoto wished to make merchandise that could possibly be seen within the open air with out embarrassment, hoping the world would speak in confidence to the corporate’s imaginative and prescient, “The enjoyable, prefer it needs to be”.

“10 out of 10 individuals I do know masturbate as a result of intercourse is among the most elementary needs of a human being. So as an alternative of treating grownup merchandise as one thing particular and even embarrassing, I wished to create one thing that folks all around the world can use with out feeling uncomfortable or worrying about how they give the impression of being. been manufactured, ”Matsumoto stated.

All these concepts got here to him barely quarter-hour after coming into the shop. He got here out filled with concepts for a brand new enterprise. Two years later, in 2005, Tenga was born. Up to now, grownup merchandise – or adult sex toys, as they’re generally recognized – omitted essential data that wanted to be included for many different merchandise. As a substitute of together with a listing of the supplies used to make the product, the worth of the merchandise, and even the title of the producer, the packing containers had been lined in footage of bare ladies.

Even the merchandise themselves regarded fairly obscene, exaggerating elements of the human anatomy in each form and coloration.

Tenga modified all that. Not solely did their merchandise listing the entire components used of their manufacturing, however they had been deliberately merely designed and as an alternative took the type of on a regular basis merchandise which can be acquainted to most individuals.

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The usual cup collection consists of varied varieties that folks can select from, resembling “deep throat cup” on the left or “smooth tube cup” on the underside proper. The “Deep Throat Cup” is the corporate’s bestseller. In his effort to draw extra individuals, Tenga creates particular version gadgets, resembling a collection that includes paintings by well-known artist Keith Haring, prime proper.

For instance, the Tenga Commonplace Cup collection, together with the “Deep Throat Cup”, which bought over one million fashions inside a yr of launch, appears like a crimson goblet with grey stripes. The corporate has even launched particular version merchandise in collaboration with artists, like with well-known pop artist Keith Haring (1958-1990), who encourages individuals to show their merchandise on their cabinets together with the remainder of their home items.

Inside two years, Tenga Korea has discovered that the native market follows and modifications developments in a short time, however on the identical time, it is extremely conservative relating to being open about intercourse.

“We [want to] deliver out the sexuality of individuals from a deep and hidden realm, ”Matsumoto stated. “Intercourse ought to make everybody comfortable, from the aged to sexual minorities. We hope to deliver the thought of ​​intercourse to mild and assist everybody get pleasure from it. ”

As of this yr, a complete of 70 million Tenga merchandise have been bought in additional than 60 nations around the globe, with gross sales rising yearly. “A product is bought each three seconds,” Matsumoto stated.

The corporate additionally revealed two new manufacturers coming within the first half of subsequent yr in Korea: ladies’s product manufacturers iroha and Tenga Healthcare. Whereas Tenga means magnificence – a phrase the president selected to provide a brand new picture to the thought of ​​masturbation – iroha comes from “irohani hoteto”, a phrase used to explain the Japanese alphabet, just like “ABC”. In line with the corporate, the title arose out of their need to assist develop ladies’s rights in Japan.

In Korea, Matsumoto plans to open a Tenga retailer earlier than the tip of subsequent yr, so Koreans can get much more accustomed to Tenga merchandise.

“Our aim is to not be the most important and one of the best within the grownup product market,” Matsumoto stated. “Our aim is to assist individuals stay richer intercourse lives and happiness by means of it. In the long run, we need to create a brand new cultural subject within the title of sexual well-being, which might start by confronting our sexuality and revealing it. We won’t power something on anybody, however we hope individuals strive it after which see in the event that they prefer it.

BY YOON SO-YEON [[email protected]]