Japan’s sex industry is becoming less sexual

IN THE 17th century Yoshiwara, in north-eastern Tokyo (then known as Edo), was one of a number of red-light districts. Both female and male prostitutes walked the streets, offering a full range of services. Four hundred years later Yoshiwara remains a centre of the sex trade, but customers’ desires are becoming less explicit. Scores of “soaplands” such as “Female Emperor” offer men a scrub by a lingerie-clad woman, for around ¥10,000 yen ($94).

Yoshiwara’s transformation reflects broader changes in Japan’s sex industry. Reliable data are difficult to come by, but softer services seem to be gaining popularity at the expense of harder ones such as vaginal sex (which is illegal but widely available) or oral sex (which is legal). The sex trade in Japan has long been about not only intercourse, but also the yearning for intimacy and romance, says Masahiro Yamada, a sociologist, and these are the services that are growing.