Sexual device manufacturer Tenga launches in Düsseldorf, transforming sex toys into a new religious movement
From Auto Mechanic to Erotica Ambassador: Koichi Matsumoto's Unusual Success Story. A Visit to Tenga's Showroom in "Little Tokyo", Düsseldorf.
From luxury car mechanic in Japan to Japanese market leader in the "sexual wellness industry", Koichi Matsumoto's success story is nothing short of extraordinary. Over two decades ago, he dreamt of creating a product that would revolutionize the market, leading him to found Tenga – a company now renowned for its male masturbation aids.
In the showroom on Immermannstraße, the flagship of Tenga's empire, Marketing Executive Maria Hino presents a unique product with the curves of a matryoshka doll and the aesthetics of a designer lamp. "This is it," she declares, waving the product triumphantly.
The revolutionary "Vacuum Cup" sold over a million units in its debut year and has achieved cult status in Japan, even earning a place in Japanese pop culture. It's available as a collectible robot action figure, a life-sized mascot for events, and a limited-edition art piece designed by American artist Keith Haring.
Maria invites us to explore the Tenga product world, making us forget any remnants of shame with her vivid tour. The goal of the company, as Maria emphasizes, is to normalize sexuality. This intention is palpable when visiting the European headquarters on Immermannstraße, nestled between a Japanese grocery store and a pharmacy.
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Tenga offers a wide range of products, from the popular "Tenga Egg" to a fully-automatic pleasure device reminiscent of a handheld vacuum cleaner. The range includes a "pleasure section" for couples, medical aids from Tenga Healthcare, massage products, and wellness articles.
Prices range from six euros for the compact "Tenga Egg" to 380 euros for the fully-automatic device, boasting vibration and rotation capabilities. Tenga products are available in the Tenga online shop or in erotic shops like Orion.
Maria reveals her personal favorite – a pink vibrator shaped like a bird and soft like an eraser. The little creature buzzing in our hand is none other than Tori. Tenga develops products specifically for women, such as a cuddly cherry blossom, a hedgehog with a pointed nose, and a snowman Yuki, all designed to cater to different preferences.
Despite the global reach of Tenga, there is no evidence that the company has a specific base in Düsseldorf's Little Tokyo.
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An anecdote to end on a light note: CEO Koichi Matsumoto dreams big, reaching not just for the stars but the entire universe. In collaboration with a space agency, he sent a Tenga rocket into space in 2021 to investigate the effects of zero gravity on his creations. The research continues, and while the first space masturbator for zero gravity may still be a ways off, humanity shall make do on Earth for now.
Koichi Matsumoto's vision for Tenga extends beyond the sexual wellness industry, with the company expanding into areas such as health-and-wellness and lifestyle. The Tenga product line now includes massage products and wellness articles, demonstrating a commitment to holistic health.
Tenga has also ventured into the fashion-and-beauty realm, designing products that are aesthetically pleasing and innovative. Some examples include the unique, matryoshka doll-inspired "Vacuum Cup" and the bird-shaped vibrator, Tori.
With the introduction of Tenga Healthcare, the company's focus on science and innovation is evident, as they strive to create high-quality medical aids to promote sexual health for all.
