Buying Sexual Wellness Products in Japan: A Guide for Visitors

Japan is home to internationally sold sexual wellness brands such as TENGA and its femcare brand iroha. TENGA says it has shipped over 140 million units in more than 70 countries (TENGA, 2024). For visitors, buying these products in Japan is legal for adults and fairly easy. There are still a few rules worth knowing: age limits, how adult shops are regulated, what Japanese customs prohibits, and, most importantly, whether you can take your purchases home. This guide covers each point with official sources.

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This is general information, not legal advice. Laws change — check official sources before you travel. The rules of your home country, and of any country you pass through, apply when you leave Japan.

Age rules and how adult shops are regulated in Japan
Where sexual wellness products are sold, in general terms
TENGA and iroha: Japanese brands and their official stores
Bringing products home: customs, batteries, and liquids

Is it legal to buy adult products in Japan?

Yes, for adults. Sex toys are sold openly in Japan, from dedicated adult shops to brand concept stores in major shopping areas. Japan does not ban the products themselves. What the law regulates is how and where they are sold, especially to protect people under 18.

The age of adulthood in Japan is 18, and the rules below also use 18 as the line.

Age rules: what the law says

Two layers of rules apply:

Rule	What it covers	Key point
Act on Control and Improvement of Amusement Business (national law)	Shops that mainly sell items "that arouse sexual curiosity." A Cabinet Order lists these items, including "sex devices and other articles used for sexual acts" and "articles imitating genitals" (Enforcement Order, Art. 4).	These shops must file a notice with the police, may not operate near schools and similar facilities, and must make clear in their advertising that people under 18 may not enter (Act, Art. 2 and 27–28).
Prefectural youth ordinances	Local rules on items considered harmful to young people. In Tokyo, designated items must be sold so that people under 18 cannot easily pick them up, view, or buy them, for example by separate shelving or packaging.	Tokyo's metropolitan government states that "sales to and purchases by adults are possible" (Tokyo Metropolitan Government, updated Dec 18, 2025).

In practice, expect a sign at the entrance of adult shops or sections saying that people under 18 may not enter, and bring photo ID (your passport) in case staff ask.

Where these products are sold, in general terms

Dedicated adult shops. These are often in entertainment districts of large cities. They are the regulated shops described above.
Adult sections of large discount and variety stores. Some general stores have a separate 18+ area, usually behind a curtain or partition.
Brand stores. TENGA runs official stores in Tokyo (see below), designed to feel like an ordinary lifestyle shop.
Drugstores and convenience stores. These commonly sell condoms and personal lubricants.
Official online stores. Japanese brand sites sell online, but delivery to a hotel is not always practical. Check the store's shipping terms first.

Store layouts and product ranges vary. If you are unsure whether a shop is right for you, brand stores are the most beginner-friendly option.

TENGA and iroha: Japanese brands with official stores

TENGA Co., Ltd. was founded in Tokyo in 2005 (TENGA corporate profile). Its brands include TENGA (men's products), iroha (a femcare brand for women's self-pleasure and intimate care), and TENGA Healthcare.

According to TENGA's official store site, as of October 1, 2026:

Store	Location	What it offers
TENGA LAND	Tokyu Plaza Harajuku "Harakado," 2F, Jingumae, Shibuya-ku, Tokyo. Hours 11:00–21:00 (no fixed holidays).	A concept store that opened on April 17, 2024, selling items from all TENGA group brands (TENGA, iroha, TENGA Healthcare, and others), plus store-limited items.
TENGA STORE TOKYO	Hankyu Men's Tokyo, 6F, Yurakucho, Chiyoda-ku, Tokyo.	A permanent TENGA store inside a department store.

Hours and locations can change, so check the official site before you visit. Official brand websites: TENGA (global), iroha (English), and TENGA STORE (Japan). If you want to read about the products before you go, see our TENGA guide and iroha guide.

Avoiding fakes and choosing safe materials

Buying from a brand store or a well-established shop is the easiest way to avoid counterfeits. TENGA's corporate site has warned customers about scams misusing the TENGA name (TENGA Co., Ltd.). Look for clear labeling of materials, a Japanese or English manual, and a sealed package. Wash any new product before first use, and do not share toys.

What Japanese customs prohibits

If you are bringing items into Japan, Japan Customs lists "books, drawings, carvings, and any other article which may harm public safety or morals (obscene or immoral materials, e.g., pornography)" among prohibited imports, along with child pornography (Japan Customs). Customs decides case by case whether an item falls under this rule. Ordinary adult toys are sold widely in Japan, but this does not guarantee that every item will be accepted at the border.

Taking your purchases home

This is the part visitors most often overlook. Japan's rules only cover your time in Japan. Once you fly, three more sets of rules apply:

Your home country's customs rules. Some countries treat adult toys as prohibited items, including Thailand, Malaysia, and Saudi Arabia. Others seize them in practice, such as Indonesia and the Philippines. See our country rules at a glance and check your customs authority's official page.
Transit countries. If you change planes, your bags may be screened there too.
Airline battery and liquid rules. The FAA recommends keeping rechargeable devices in carry-on, switched off. Spare lithium batteries and power banks must go in carry-on. Lube in carry-on must meet the liquid limit (100 ml per container at most airports). See our airport security guide.

Also check duty-free limits. Most countries allow a set value of personal goods without duty. Purchases above that limit may need to be declared.

Do not buy items for friends back home if your country restricts them. "It was a gift" is not a defense at customs. If a product causes pain, burning, or a rash, stop using it and see a healthcare provider if symptoms continue.

Quick checklist for visitors

You must be 18 or older. Carry your passport as ID.
Brand stores such as TENGA LAND are the easiest place to start.
Buy from official or established shops to avoid counterfeits.
Check your home country's customs rules before you buy, not after.
Pack rechargeable items and lube according to airline rules.

Where to buy

Official stores that ship to your region. Prices, shipping and age rules differ by country — always check the store's own pages.

Last reviewed: October 1, 2026