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Curious about adult shops in Japan, but not sure what they’re really like?
This beginner-friendly guide explains what you can expect inside, how these shops are different from typical “sex shops” images, and practical tips so you can visit calmly and respectfully.
On Japan Intimate Guide, I focus on comfort, privacy and clear explanations—not anything wild or explicit. Think of this as a gentle walkthrough before you ever step inside.
In this article, we’ll cover:
- what Japanese adult shops are actually like
- common types of stores and layouts
- etiquette, privacy and safety tips
- how to choose a beginner-friendly place
- ideas for what to look for on your first visit
1. What are Japanese adult shops really like?
Many people imagine dark, uncomfortable stores with awkward vibes.
In reality, many Japanese adult shops are:
- bright and organised – shelves, sections and clear labels
- surprisingly friendly – staff are used to shy first-timers
- focused on privacy – discreet entrances, plain shopping bags
Of course, every store is different. Some places are loud and colourful, others feel more like a small lifestyle boutique. But the main goal is the same:
A place where adults can quietly look for intimate items without being judged.
You’ll often find:
- condoms and lubricants
- wellness items and massagers
- lingerie and costumes
- toys and couples’ products
This site will mainly highlight shops that feel beginner-friendly and easy to enter, not extreme or shocking.
2. Types of adult shops you might see
Here are some common styles of shops you may find in Japan.
2-1. Large multi-floor stores
These are big shops with several floors or sections.
Typical features:
- wide variety of items
- separate areas for different interests
- bright lights and lots of signs
- many customers, including couples and solo visitors
For beginners, large stores can feel safer because you blend into the crowd.
2-2. Small boutique-style shops
These are quieter, more curated stores.
- fewer items, but carefully selected
- more “design-conscious” or stylish atmosphere
- staff may be more available to answer questions
Boutique shops can be great if you want higher-quality items and a calmer mood.
2-3. “Hidden” or upstairs shops
In busy areas, some adult shops are:
- located on higher floors of buildings
- marked only by small signs or letters
- accessed by elevator or narrow stairs
These places often focus strongly on discretion.
If you feel nervous about being seen entering, this style can feel more comfortable.
3. What’s inside? A quick tour of typical sections
Every store is different, but many have similar sections. Here’s a simple overview:
3-1. Condoms & basic protection
- various sizes, textures and thinness levels
- value packs and small trial packs
- sometimes displayed near the entrance or in a clearly labelled corner
If you read the Japanese Condoms 101 article on this site, this section will feel familiar.
3-2. Lubricants and wellness gels
- water-based and other types of lube
- products for sensitive skin or extra moisture
- warming or cooling gels
These items are usually displayed with clear icons and simple explanations.
Many are packaged to look more like general cosmetics than “adult” products.
3-3. Massagers and toys
- small, hand-held massagers
- products for solo use or couples
- sometimes popular characters or cute designs
Even when items are colourful or playful, packaging in Japan is often more shy and indirect than in some countries. You’ll still know what things are, but the style is usually less graphic.
3-4. Lingerie, outfits and accessories
- lingerie sets, stockings and innerwear
- themed outfits or costumes
- accessories and playful items
Some shops place these sections on a separate floor or area, so you can choose whether to explore them or not.
4. Etiquette: how to behave inside a Japanese adult shop
To keep things comfortable for everyone, it helps to follow a few simple rules.
4-1. Don’t take photos or videos
Most shops strictly forbid photography inside.
- don’t film shelves, products or other customers
- don’t take selfies inside the store
If you’re not sure, assume photos are not allowed.
4-2. Keep voices low and respectful
- speak quietly with your partner or friends
- avoid laughing at products or making jokes out loud
- remember that other customers may feel shy or nervous
A calm attitude helps everyone feel safer.
4-3. Be gentle with products
- don’t open packages unless there is a sample and it clearly says you can touch it
- if there’s a “sample” item, handle it carefully and put it back where it was
- follow any signs asking customers not to touch certain items
4-4. At the cashier
- place items on the counter normally; staff are used to it
- if you feel shy, remember: for them, it’s just another workday
- many shops use plain, non-transparent bags for your purchase
Paying is often the most stressful moment for beginners, but in reality it is usually very quick and business-like.
5. Privacy & safety tips for first-timers
If this is your first time visiting an adult shop in Japan, these tips may help.
5-1. Go during quieter hours
- weekday afternoons are often calmer than weekend nights
- avoid peak nightlife times if you don’t like crowds
5-2. Start with a “just looking” mindset
You don’t have to buy anything on your first visit.
- walk around once, just to see how the store feels
- take mental notes of areas you’re curious about
- you can always come back later after thinking at home
5-3. Visit with someone you trust (optional)
Going with a trusted partner or friend can:
- reduce nervousness
- make it easier to ask “What do you think of this?”
- turn the visit into a shared experience instead of a solo mission
Of course, going alone is also completely fine.
6. How to choose a beginner-friendly shop
When you search online, look for shops that mention:
- “for beginners” or “first-timers welcome”
- clear floor guides and sections
- focus on quality, safety and wellness
- positive reviews mentioning “comfortable atmosphere”
On Japan Intimate Guide, I’ll gradually introduce specific brick-and-mortar shops and online stores that:
- ship discreetly
- offer English-friendly information when possible
- and feel suitable for people who are just starting to explore these products.
Think of this site as your filter so you don’t have to scroll through overwhelming lists alone.
7. What to look for on your first visit
If you feel lost once you’re inside, here are some low-pressure ideas:
- browse condoms and lubricant sections first
- check basic, well-reviewed items rather than the most extreme ones
- compare packaging information like size, material, and recommended use
- look for small, beginner sets or trial packs
You can treat it like visiting a cosmetics store for the first time—
start from the essentials, then explore more once you know your preferences.
8. Common questions about Japanese adult shops
“Is it okay for foreigners to go?”
Yes. Staff are generally used to customers from many backgrounds, especially in big cities. Even if you don’t speak Japanese, simple English or gestures are usually enough:
- “Just looking.”
- “Do you have…?” (and then point to a similar item)
“Do I need to show ID?”
For normal shopping, usually no ID is needed.
As long as you look like an adult, you simply choose items and pay.
(If a store has age-restricted areas, it may display a sign at the entrance.)
“Will people judge me?”
Most customers are focused on their own shopping and feel shy themselves.
In busy stores you’ll quickly notice:
- people walk around quietly
- almost no one makes eye contact
- everyone simply minds their own business
If you follow basic etiquette, you are just another normal adult customer.
Final thoughts: go at your own pace
Japanese adult shops don’t have to be scary or embarrassing.
They can be:
- a place to learn about safer and more comfortable intimacy
- a way to discover Japan-style designs and ideas
- a chance to communicate with your partner about preferences
You don’t need to explore everything in one day.
Start small, stay curious, and choose what feels right for you.
On Japan Intimate Guide, I’ll keep sharing:
- calm, honest reviews of beginner-friendly shops and products
- guides for shopping discreetly from overseas
- explanations about sizes, materials and how to choose safely
If you’re interested in specific types of products next—
for example discreet online stores or beginner toy guides—
keep an eye on the other sections of the site for upcoming articles.