The Number of “Women’s Adult Entertainment” Establishments Has Doubled in Four Years! … Housewives and Office Workers Reveal the Shocking Truth About Their Use and the Dangerous Reality of “Falling Seriously in Love”

Now with 400 to 500 locations nationwide—

“The number of people using ‘adult entertainment establishments for women’ is definitely on the rise. The clientele ranges from those in their 20s to people in their 50s and 60s. From office workers to housewives, it really covers a wide spectrum,”

So says Keiko Momojiri, manager of the Shin-Okubo branch of the women’s adult entertainment establishment “OASIS.” According to her, the number of customers at women’s adult entertainment establishments is on the rise, and the demographic of female patrons is becoming increasingly diverse.

“A while back, we organized a ‘rental boyfriend’-style dating event where you could meet a therapist (the equivalent of a ‘cast member’ in male-oriented adult entertainment) for 10,000 yen for two hours, and it was quite popular. Recently, by emphasizing not just the sexual aspect but also emotional healing and hospitality, we’ve expanded our customer base.

It’s not exactly a ‘paid drinking date,’ but we do get calls like, ‘I’d like to have a drink with a handsome guy—is there anyone available?’ Even today, I’ve been booked for a 90-minute dinner-only course at a high-end restaurant in Ginza,” said Ms. Momojiri.

As of July 21, the number of establishments and therapists listed on the women’s adult entertainment information site “Kaikan” stands at 381 establishments and 5,570 therapists. This represents more than a doubling from the 167 establishments and 2,417 therapists recorded in 2022.Furthermore, these figures do not include the industry’s largest operators—the “Secret Base Group” and “OASIS”—which are part of what’s known as the “base series.” If these are included, the actual number of female-oriented adult entertainment establishments is estimated to be between 400 and 500, with approximately 7,000 therapists.

What are the customers looking for when they visit these establishments? We spoke with Rino (pseudonym, late 40s), who has been using these services for three years. Rino is a part-time working housewife; her two children are already adults, and she currently lives with her husband, who is in his late 50s. She has a refined and demure demeanor. She says she was a fairly heavy user for a while.

“I’ve calmed down a bit now, but last year there were times when I used the service several times a month. I spent quite a bit of money, too—like going on overnight trips. But my life, including my work, has become much more positive and cheerful. I’ve become much more at ease, both mentally and physically, and my worries and concerns have decreased.”

The ways in which “female escort” service users utilize the service vary widely from person to person—some go just for dates, some just for sensual massages at hotels, and others do both.

In Rino’s case, she often books 180-minute sessions following the “treatment plus date” pattern, which involves having a cup of tea after her treatment. The fee is generally between 30,000 and 40,000 yen, and she says she doesn’t view it as “cheating.” So, what exactly is it about Onna-Kaze that soothes her?

“The therapists are willing to listen to anything, so I can talk about all sorts of things—from lighthearted chit-chat to more serious topics. I’ve rarely had anyone I could truly open up to.

There are some things I can’t talk about with my husband, and while I can have polite, surface-level conversations with my female friends, there are certain areas we just can’t delve into. Right now, the therapist is really the only person I can truly open up to,” says Rino.

“Getting Caught Up”

Even though you’re paying for the service, isn’t it possible to develop romantic feelings for a therapist who’s so attentive? Kumi (pseudonym, early 30s), an office worker who visits once a month, shares her thoughts.

“After all, when women are healed both physically and emotionally, they naturally start to develop ‘feelings’ for the other person. Then I’d find myself wondering, ‘Who is he seeing right now?’ and it would leave me feeling unsettled.

In my case, every time that happened, I’d switch to a different therapist—what’s known as ‘rotating.’ As a result, I’ve ended up booking nearly 30 different therapists so far, but recently I’ve finally been able to keep things strictly professional.”

In the female escort industry, when a client falls “seriously in love” with a therapist, it’s called “numa-ru” (literally, “sinking into the swamp”). A few years ago, when the media began covering the female escort industry and the number of establishments skyrocketed, there was a scandal involving unscrupulous therapists who lured clients into this “swamp” and made them spend large sums of money.

This could be described as the “dark side” of the female escort industry, where the positive aspects tend to be emphasized—but has the industry become cleaner now?

Emi, who runs a company that provides training in services and customer service to female escort therapists, says, “It still happens today.”

“The people who use the service that way are usually the wives of company presidents, for example. They’ll book the whole day for several hundred thousand yen. While there are more young women using the service now, since it’s so expensive, I’d say the main customer base is still people in their 40s and 50s.

On the other hand, some female clients are seeking ‘pleasure,’ while others just want someone to ‘sleep next to them’ or simply want to show off by saying, ‘I’m walking around with a handsome guy.’ How people use the service really varies from person to person.”

Over the past year, the women’s adult entertainment industry has seen its profile rise steadily, thanks to a TV drama adaptation and coverage by influencers and YouTubers. However, the industry faces no shortage of challenges, such as issues with unscrupulous therapists. It may still be early days for the industry to truly flourish as awareness continues to grow.

From the August 7 & 14, 2026, combined issue of *FRIDAY*