Esthetic salons and masturbation clubs” and “reverse bunny and sailor”…Store-based health salons are diversifying and surviving the headwinds.
The adult entertainment industry is facing a number of problems, such as the exposé of scout groups and the increase in the number of women standing idle. What is happening to the store-based health clubs, which have been repeatedly put in a tight spot by laws and regulations? Sex industry journalist Akira Ikoma reports.
A very famous and long-established health center in Kabukicho “changed its business” to soap operators.
On December 19, 2012, “VIP Crystal,” a long-established health club in Kabukicho, Shinjuku, reopened as a soapland. The change of business was a surprise to many people, as the health club was popular not only for its good location in the center of Kabukicho, but also for its affordability, with mat play available for just over 10,000 yen.
The shift from health clubs to soaps can also be seen in the provinces.’ Fukuhara Bottle Grinig,” which appeared as the only health service in Fukuhara, Kobe, in February 2012, was converted to a soap only eight months later, in October. Also, “Cabin 21,” which was the only health service in Kofu, Yamanashi, closed in November ’23, and a major group’s soap “Marine Kofu Branch” opened in the same location on December 6, ’24.
The reason for the switch to another type of business was to break out of the current difficult situation. For the same reason, many of the new store-based health clubs these days strongly emphasize irregular services, such as the introduction of magic mirror appointments, esthetization, and masturbation.’ In December 2012, “Magic Mirror GO Tokushima” opened in Sakae-cho, Tokushima. In November of the same year, a storefront esthetic salon “with SPA” appeared in Akebono-cho, Yokohama, where customers can enjoy thick body washing, and a new storefront masturbation club “Kumamoto Shikotama Clinic” opened in Chuo-machi, Kumamoto, featuring nurses’ cosplay.
The appearance of delicatessen at the end of the 1990s and its prosperity from the 2000s onward had a major impact on store-based health clubs. Furthermore, the industry is facing unprecedented difficulties due to strict business regulations under the Entertainment Establishments Control Law and ordinances, as well as sluggish personal consumption caused by prolonged high prices. In order to investigate the actual situation on the frontlines, in late December 2012, I went around the store-based health clubs in the Tokai area, mainly in Nagoya, which is called the “health club capital,” Kariya, Kyowa, and Ichinomiya.
