Berabou Drama Highlights Media Evolution from Print to Digital

Tsutaya Shigesaburo’s Yoshiwara Saiken was the pioneer of adult media.

The 2025 NHK Taiga drama “Berabou” is quite interesting. The protagonist, Tsutaya Shigesaburo, is renowned for publishing a guidebook of Yoshiwara called “Yoshiwara Hosomi”, which was an early form of adult information media. “Yoshiwara Hosomi” was a guidebook that introduced the names of the courtesans and maps of the brothel district in a pictorial style and was published in the early Edo period.

In 1774, Tsutaya Shigesaburo became the editor of “Yoshiwara Hosomi”. He introduced various innovations, such as inviting prominent cultural figures to write prefaces and changing the format from a horizontal to a vertical layout to include detailed information on brothels. This helped Tsutaya’s edition of “Yoshiwara Hosomi” become popular. Tsutaya Shigesaburo eventually became independent and fully entered the publishing business, monopolizing the sale of “Yoshiwara Hosomi” by 1783.

To succeed in the entertainment industry, gathering information beforehand is essential. The bestseller success of “Yoshiwara Hosomi” created by Tsutaya Shigesaburo proves this point. The famous saying, “In a gold mine, sell shovels,” applies here—during the American Gold Rush, the people who truly made money weren’t the ones digging for gold but the ones selling shovels to those digging for gold. This principle also applies to the adult entertainment industry. During the boom years of the ’80s and ’90s, the ones who succeeded were those involved in adult media.

Adult information magazines appeared around the early ’80s. The first issue is said to be “Kabukicho Times”, a flyer filled with hotel advertisements, which debuted in 1978. The idea of charging adult establishments for advertisements that were handed out on the streets was groundbreaking. “Kabukicho Times” was later revamped into the tabloid “Weekly Night Times”, which became widely known as “Nightly”, the first adult newspaper in Japan. Later, the editors of “Nightly” branched off and created the adult magazine “MAN-ZOKU”, which grew into a major player in the industry.

Before this, adult advertisements were primarily found in sports newspapers. A turning point came in 1984 when the revision of the Adult Entertainment Law led to regulations on newspaper advertisements, sparking a surge in the publication of adult information magazines across Japan. As demand for advertisements grew, “Nightly” flourished and became known as the “Dentsu of the adult entertainment industry.”

The golden age of adult magazines

In 1985, the adult magazine “The Man’s Journey” was launched in Gifu, focusing on the Kanazuen district. Kanzuen, a popular soapland district in Western Japan, reached its peak in 1993, with 69 establishments operating and over 2,000 daily visitors. “The Man’s Journey” grew to about 600 pages, around 3 cm thick. It sold out 200-300 copies at a bookstore near the Gifu Hashima interchange, frequented by out-of-town visitors. Printing such magazines was metaphorically compared to printing money due to their high sales.

A standout publication was “City Heaven Tokai Edition,” based in Nagoya, which was the first adult magazine to include discount tickets for sex establishments. In the late 90s, magazines became as thick as a phone book in urban areas, making them cumbersome to carry.

On the other hand, there were compact adult magazines like “Yordas,” which was released in Nagoya in 1998. It sold well, prompting distributors to ask, “How do you create a bestseller?”

In the 1990s, free information centers appeared in entertainment districts nationwide. Unlike paper magazines, which had a time lag between gathering and publishing information, these centers could immediately present flyers when a new discount event started. With amendments to the Adult Entertainment Business Law and local regulations banning street solicitation and waiting for customers, the number of information centers increased. However, concerns about the impact of flashy signs on city aesthetics led to regulations that eventually reduced their numbers.

In the late 1990s and early 2000s, during the peak of adult magazines and information centers, there was a trend where adult workers appearing in magazines and television were referred to as “Foodles” and became celebrities. The magazine “Night Time Magazine” held an annual contest to determine the “Miss Adult Worker,” and the “Foodles” competed intensely for votes. Late-night TV shows that featured reports on the adult industry became quite popular. Around this time, the pink flyers, posted on public phones and telephone poles, became a social issue.

Due to the social concerns, pink flyers began to disappear from entertainment districts starting in the 2000s as part of a cleanup operation. At the same time, the main form of adult media shifted from print to the internet. Adult establishments began having websites, and adult information sites covering nationwide businesses grew rapidly. Most of these were run by advertising companies or adult industry unions, but some were created by enthusiasts (regular customers) with great passion.

A representative example of this was “Kanazuen World” in Gifu. Launched in 1996 as a self-funded site, it included popular sections like “Backstage Talks” where adult workers shared their honest thoughts, a “Bubble Girl Database” with feedback from customers about their experiences, and “Bubble Nation Haiku” written by readers. These features were highly appreciated and became an indispensable tool for attracting customers to Kanzuen.

From adult entertainment information websites to the era of individual social media platforms

In July 2003, Ore no Tabi, a publication I served as editor-in-chief for over 10 years, was launched. Although it was a latecomer in the adult entertainment media field, it gained significant support with its focus on creating content for users who wanted to enjoy adult entertainment, rather than focusing on the businesses themselves. By 2007, the publication had exceeded 80,000 copies in circulation. In addition to the monthly magazine, it expanded content through various special editions, books sold in bookstores, budget books sold in convenience stores, mobile sites, websites, and even talk events. However, in January 2019, just before the Tokyo Olympics, the three major convenience stores announced the cessation of adult magazine sales, and by April 2019, Ore no Tabi ceased publication. This was a great disappointment.

From the mid to late Heisei period, the shift toward digital in adult entertainment media accelerated. With the spread of e-books, tablets, and smartphones, digital content rapidly replaced traditional media.

In the 2010s, adult entertainment information websites reached their peak. Major sites began to aggressively attract customers through selfie diaries, leading to intense competition in explicit content. More adult stores started offering videos on their websites, and dedicated video content websites emerged, as video, being unable to lie, became the ultimate tool for choosing adult services.

Additionally, the spread of social media led to the rise of freelance adult workers. The trend of social media not only facilitated reform in the way adult workers operate but also promoted their independence from stores. Some women working in the Kabukicho area around Okubo Park, for instance, post “work notifications” on social media, sharing selfies and outfit details, to attract male followers who want to use their services.

From around 2023, inbound-focused information sites have been on the rise. With the easing of the COVID-19 pandemic, these sites, available in languages like English, Chinese, and Korean, have been increasingly introducing adult entertainment services to foreign visitors. Websites for adult entertainment venues that cater to foreign languages are also growing in number.

So, what will the future of adult entertainment media hold? A predicted trend is the rise of micro-media. As seen on platforms like X (formerly Twitter) and YouTube, the influence of smaller, independent media outlets, led by influential figures, is increasing.

In the publishing industry today, there is a rise in micro-publishers, small-scale publishing houses. Thanks to changes in the publishing and distribution infrastructure, it has become possible for individuals to publish books. Some micro-publishers based in regional areas have gained success with unique, creative projects. Their commitment to producing well-crafted, thoughtful books and delivering them to readers has earned them support.

Similarly, adult entertainment media will likely enter an individualized era. The barriers to entry for content creators will continue to lower, and as information increases in volume, its quality will become a mixed bag. What will be necessary moving forward is the ability to critically assess adult entertainment media. The ability to discern truly valuable information will be more important than ever.