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Tenga (company)

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Not to be confused with Tegna Inc..
Tenga Co., Ltd.
Company typeKabushiki gaisha, Close corporation
Founded25 March 2005; 19 years ago (2005-03-25)
FounderKoichi Matsumoto
Headquarters
Tokyo
,
Japan
Area served
Japan and 41 other countries
ProductsMasturbators and related products
RevenueIncrease JPY 2,200,000,000 (2012)
Number of employees
100
Websitetenga.co Company Site
Footnotes / references
[1][2][3]

Tenga (Japanese: テンガ) is a Japanese brand of male masturbation aids by the company of the same name. Masturbation aids (masturbators), personal lubricants, and other related products are sold under this brand. The company's masturbators have been noted for their design aesthetics unexpected for a sex toy, and have received multiple industrial design awards.[1][4]

The company

Tenga Inc. (有限会社 典雅, Yūgen Gaisha Tenga) was established on March 25, 2005.[2] The Tokyo-based company is headed by Koichi Matsumoto (松本光一), who used to be an auto mechanic.[5] The first line of products (Tenga Cups) were released on July 7, 2005.[6] Following the implementation of Companies Act in 2006, the company changed its type to kabushiki gaisha and continues its operation as Tenga Co., Ltd. (株式会社 典雅, Kabushiki Gaisha Tenga).[2]

The word "tenga" (典雅) is a classical Japanese adjectival noun meaning "righteously arranged and elegant",[7] typically used to praise the beauty of a kimono or buyō (Japanese dance). This name was chosen to counter the public image of adult goods, and with an aim to create high-quality products with new ideas.[8]

As of 2011, 28 employees work in the company (including the board of directors), with 8 of them female.[9] One of the directors is Masanobu Sato (佐藤雅信), who is responsible for the company's Overseas Business Department. Sato is a Masturbate-a-thon champion who achieved a world record for the "longest time spent masturbating/male" in 2008 (9 hours 33 minutes).[10] In 2009, he extended his own record to 9 hours 58 minutes. He has been participating in the competitions using a set of Tenga masturbators of his own.[11]

Products

Photograph of the exterior of Tenga Flip Hole White
Flip Hole White split open, showing its complex internal structure. The user's manual and lotions also shown
Flip Hole White is designed to be split open for maintenance as shown on the right photograph. The set includes a user's manual and three kinds of lotions.

Tenga offers several product categories. Disposable "Cup" series which are intended for one-time use only (which can be reused if washed correctly[12]), "Flip" series that split open to be easily washable and reusable, compact "Egg" series which resemble Easter eggs and stretch when in use, and "Tenga 3D" series which are intended to be reversed when not in use, showing its geometric patterns.[13][14] Other accessories include lotions (lubricants), electrical "Tenga Warmers", and "Hole Warmers" (a stick-shaped hand warmer that uses supersaturated sodium acetate).

Design and functionality

Rolling Head Cup (Hard), Black Tenga series, notable for unique movements possible by the white bellows as described in the text.

Tenga does not design their products as a replacement of human vagina.[9] Erotic or sexual imagery are deliberately avoided in the product design and advertising.[15] The products and their packaging are designed by a consumer goods stylist retained by Matsumoto.[5] They typically feature solid colors of red, white, black, or gray, and have been described as "stylish" and as "Apple of the sex toy industry."[9][16] The design reduces embarrassment for potential customers.[17] One of their product "Rolling Head Cup" exemplifies the disconnection of the stimulatory function from appearance or simulation of ordinary sexual activity. The bellows in the middle allows for the top of the product to be swiveled around in a movement that is not analogous to sexual intercourse.[13]

Due to its functionality, the product "Tenga Cup" is the most recommended product among 30 masturbation cups.[18] Tenga Cups are equipped with a valve to control the internal pressure of the unit when inserted. A vacuum-like atmosphere can be created, which creates suction on the penis.[19]

The interiors of Cups, Eggs and Flips are fabricated using elastomer;[20] with the 3Ds using an Ag antibacterial form of that material.[1]

Sales

In the lineup's first year (2005), 1 million units were sold.[19] Since then, cumulative sales have reached 19 million units of masturbators sold worldwide (as of 2012).[1] Japan accounts for about 80% of the sales,[10] where 13,000 units are sold daily.[13] Tenga is a relatively well-known brand in Japan for a masturbator, with its brand recognition rate exceeding 55% among males in their 20s, and approximately 47% among males in their 30s.[10]

The remaining 20% of the sales are divided among 41 other countries,[21] most prominently the United States, Spain, and China.[9] Counterfeit products which resemble Tenga have been reported in China, ranging from products which only mimics the color and tone of the original package design to a product that is virtually indistinguishable from the original.[22][23]

Range

Tenga Cup

Tenga's signature single-use disposable masturbation toy with vacuum suction functionality, shaped like a cup. It comes in several different varieties featuring different textures and levels of firmness.[24]

Tenga Flip Hole

A reusable masturbation sleeve and case, which includes similar vacuum functionality to the disposable cups. It comes in four different colors; white, black, red and silver. Each color offers a different sensation with different inner sleeve lining. The flip hole uses a clamshell design with the intent to be easy to use and clean, including the ability to air dry after use. The Flip Hole can be used up to 50 times. Tenga also released a new version of the flip hole called Flip Air, however it was discontinued in spring 2012.[25] They later introduced another successor called the Flip 0 (Zero), which uses more intricate internal textures and a different hinge mechanism for opening.[26] The Flip 0 line includes the Flip 0 EV, which includes a pair of "vibrating cores" embedded in the elastomer for added stimulation.[27]

Tenga 3D

The 3D range lies between the Tenga Cup and Tenga Flip Hole, both in product and price. It is a reusable sleeve available in five different textures/sensations. The sleeve can be turned inside out after use for easy cleaning and drying. Similar to the Flip Hole, the 3D can be used 50 times before disposing.[28]

Tenga Egg

The Egg is an elastic egg-shaped masturbator. There are eighteen different textures and the eggs are designed to fit all sizes due to their elasticity. The cheapest of Tenga's product lines, like the cup it is designed as a single-use disposable toy.[29]

VI-BO

Tenga's first attempt at a couples vibrator, the VI-BO is a vibrating orb that fits into 5 different 'covers'. Each cover features a different color and shape which allows use of the orb in various ways.[30]

Iroha

On 3 March 2012, Tenga released a new brand named Iroha (イロハ), featuring a lineup of three vibrators designed for women. The products were endorsed by the former AV idol Yuka Minena.[31] As of early 2020, Iroha had expanded from its original product line to nine different ones, all of which are women's vibrators of some sort.[32]

Tenga Spinner

The Spinner is masturbation sleeve with a coiled plastic spring embedded into the elastomer, which generates twisting motions during use.[33]

Tenga Air-Tech

A toy line with a design heavily based on the original line of disposable cups, but it is re-usable due to its internal elastomer sleeve being thicker and more durable, and its outer shell allowing disassembly for cleaning. Its vacuum suction capability is also advertised as being stronger than the original cups.[34] Unlike most Tenga products it is not exported to the American market, but it is available in Europe.

Awards

The "Tenga 3D" series was awarded the Red Dot Award: Product Design 2012 in Germany.[35][36] According to Tenga, this is the first time for a male masturbation aid to receive this award.[1]

This was not the first time that Tenga was considered for an award in product designing. In 2006, Tenga passed the first round of screening for the Good Design Award by the Japan Industrial Design Promotion Organization, but was excluded before the beginning of the second screening due to it being determined as "ineligible" by the judging committee.[37][38] The award did not give specific reasons why it was not eligible, but third-party writers have speculated that the sexual nature of the product was the reason for the exclusion.[17][39] Matsumoto criticized the decision saying that Tenga is but a manufacturing company, and the decision "tramples the passions of manufacturing industries."[38][39]

Clinical usage

At least two independent groups in Japan have put Tenga products to clinical usage. Kobori et al. at Dokkyo Medical University have applied Tenga for ejaculatory dysfunction studies.[40] Imai et al. at Seirei Hamamatsu General Hospital have used Tenga on a number of patients suffering from intravaginal anejaculation or post-prostatectomy dysfunction.[41]

In their paper, Kobori et al. gave the following reasons why they chose to utilize Tenga for their purposes:[40]

  • They are in widespread use and can be bought in general variety stores or bookshops
  • They enable a constant grip pressure to be maintained
  • The lineup offers three different standard levels of stimulation (hard, standard, soft), enabling support for various cases
  • They are disposable and hygienic
  • They do not have decorative imitations that resemble human vagina, and their designs are suitable for medical use
  • The manufacturer and the distributor are well-known

Comic adaptation

In 2008, comic artist Butcha U (ブッチャーU, bucchā yū) drew a picture depicting the masturbators as fictional girls (a form of moe anthropomorphism).[42] The concept was given the Hōsai Tsuruoka Award (鶴岡法斎賞) from Japan Otaku Awards 2008 (日本オタク大賞2008).[43] Tenga Co., Ltd. gave permission to make this concept into a commercial project; and in 2010, the concept was expanded into an electronic comic series titled Tengirls, published by Sony Digital Entertainment Services Inc. (a subsidiary of Sony).[44] The story features a team of girls resembling the Tenga products, who fight against crimes and disasters that occur in a near-future city.[45]

Notes

  1. ^ a b c d e Matsumoto, Koichi (March 14, 2012). "TENGA 3D Series Awarded "Red Dot Award: Product Design 2012"" (PDF) (Press release). Tenga Co., Ltd. Archived from the original (PDF) on June 17, 2012. Retrieved May 29, 2012.
  2. ^ a b c "About us". 会社概要. Tenga Official Site (in Japanese). Retrieved June 1, 2012.
  3. ^ Rikunabi Next. "株式会社 典雅(TENGA)" [Tenga Co., Ltd.]. Yahoo! Japan Rikunabi. Archived from the original on February 18, 2013. Retrieved June 1, 2012.
  4. ^ Eddie, Marklew (April 13, 2021). "TENGA Takes Home Three Awards at Red Dot Design Award: 2021! TENGA GEO Awarded Highest Accolade of "Best of the Best"!" (Press release). Tenga Co., Ltd. Retrieved May 15, 2022.
  5. ^ a b Kelly, Tim (March 26, 2007). "Left to His Own Devices". Forbes.com. Retrieved May 31, 2012.
  6. ^ Ogiue 2011, p. 197.
  7. ^ "典雅". Digital Daijisen. Shogakukan.
  8. ^ Ogiue 2011, p. 212.
  9. ^ a b c d Miyamoto, Maki (December 22, 2011). "「性を表通りに」――アダルトグッズ「TENGA」の大いなる夢を背負う女性戦士" [Putting sexuality on the main street: A female corporate warrior carries the dream of an adult goods 'Tenga']. ITmedia (in Japanese). Retrieved May 29, 2012.
  10. ^ a b c Iketani, Yūto (February 24, 2012). "TENGAで世界一をもぎ取った、若き世界チャンプの素顔" [The young world champion who snatched the world no. 1 with a Tenga]. ITmedia (in Japanese). Retrieved May 29, 2012.
  11. ^ Smiley, Lauren (May 9, 2009). "Masturbate-A-Thon 2009 Champion Masanobu Sato Speaks". SF Weekly Blogs. Retrieved June 1, 2012.
  12. ^ "What Are Tenga Eggs". Tenga Egg Sales Website. Archived from the original on March 18, 2014. Retrieved March 17, 2014.
  13. ^ a b c "「TENGA」がここまで世の男性陣を虜にしている理由とは" [Reasons why Tenga captivates the men]. News Postseven. Shogakukan. October 15, 2011. Retrieved May 31, 2012.
  14. ^ "Products". Tenga Official Site. Retrieved May 31, 2011.
  15. ^ Ogiue 2011, p. 184.
  16. ^ Massimo, Ottimo (October 26, 2011). "The New Tenga 3D Takes Pleasure To A New Dimension". Fleshbot. Retrieved June 2, 2012.
  17. ^ a b Keferi, Michael (September 10, 2009). "Tenga Flip Hole Black and Beyond". Japan Trends. CScout Japan. Archived from the original on April 22, 2012. Retrieved May 29, 2012.
  18. ^ "オナホールのおすすめ人気ランキングTOP30！最新商品まで徹底比較". Inbee.net. Soda.inc. Retrieved 2 November 2018.
  19. ^ a b Connell, Ryann (December 20, 2007). "It might take two to tango, but only one to Tenga". WaiWai. Mainichi Shimbun. Archived from the original on December 23, 2007.
  20. ^ Ogiue 2011, p. 195.
  21. ^ Ogiue 2011, p. 215.
  22. ^ Tenga Co., Ltd. (September 2011). "Counterfeit Warning". Tenga Official Site. Retrieved June 1, 2012.
  23. ^ "【中国発】偽アップルストアだけじゃない！あのTENGAのパチモノも大増殖中" [From China: Not only fake Apple Store! Counterfeit Tengas seeing rapid proliferation]. Weekly Playboy News. Shueisha. July 28, 2011. Retrieved June 1, 2012.
  24. ^ "CUP Series - PRODUCTS | TENGA - Masturbate Better".
  25. ^ "FLIP Series - PRODUCTS | TENGA - Masturbate Better".
  26. ^ "FLIP 0 (Zero) - PRODUCTS | TENGA - Masturbate Better".
  27. ^ "FLIP 0 (Zero) ELECTRONIC VIBRATION - PRODUCTS | TENGA - Masturbate Better".
  28. ^ "Module - Products".
  29. ^ "EGG Series - PRODUCTS | TENGA - Masturbate Better".
  30. ^ "Vibrators - PRODUCTS | TENGA - Masturbate Better".
  31. ^ Former AV actress endorses Tenga’s Iroha masturbation machine for women, The Tokyo Reporter, March 18, 2013
  32. ^ "Vibrators - PRODUCTS TOP | iroha - Official Website".
  33. ^ "TENGA SPINNER 01TETRA - PRODUCTS | TENGA - Masturbate Better".
  34. ^ "Reusable Vacuum CUP Regular - PRODUCTS | TENGA - Masturbate Better".
  35. ^ "Tenga 3D Series spanks competition, wins coveted 'Red Dot Award: Product Design 2012′". The Tokyo Reporter. March 18, 2012. Retrieved May 29, 2012.
  36. ^ Ōbayashi, Yoshihiko (March 16, 2012). "TENGA 3Dシリーズがレッドドット・デザイン賞（Red dot award:product design 2012）受賞" [Tenga 3D series receives Red Dot Award: Product Design 2012]. Mifdesign Antenna (in Japanese). Retrieved May 29, 2012.
  37. ^ Japan Industrial Design Promotion Organization (August 28, 2006). 審査対象外商品について [Regarding a Product Ineligible for Screening]. Good Design Award (in Japanese). Archived from the original on February 12, 2007.
  38. ^ a b Matsumoto, Koichi (August 26, 2006). グッドデザイン賞についてのお知らせとお詫び [Notice and Apology Regarding the Good Design Award]. Tenga Official Blog (in Japanese). Tenga Co., Ltd. Retrieved May 29, 2012.
  39. ^ a b "グッドデザイン賞アダルトグッズはＮｏ！１次突破も…" [Good Design Award says no! to adult goods despite passing first screening]. Zakzak. Sankei Shimbun. August 25, 2006. Archived from the original on November 30, 2006. Retrieved May 29, 2012.
  40. ^ a b Kobori, Yoshitomo; Sato, Ryo; Ashizawa, Yoshio; Yagi, Hiroshi; So, Shigehiro; Arai, Gaku; Okada, Hiroshi (December 30, 2009). "射精障害患者に対する Masturbator を用いたリハビリテーション" [Rehabilitation for ejaculatory dysfunction with using a masturbator]. The Japanese Journal of Impotence Research (in Japanese). 24 (3): 355–357.
  41. ^ Imai, Shin; Yoshida, Masashi; Yoneda, Tatsuaki; Kudo, Shinya (2011). "男性不妊・性機能外来における Masturbator (TENGA) の臨床的使用経験" [Clinical Usage of Masturbator (Tenga) for Male Sterility/Sexual Function Outpatient]. The Japanese Society for Sexual Medicine Chubu Conference (in Japanese). 21: 30.
  42. ^ Butcha U (March 21, 2008). "TENGIRL!". ERO-BLO (in Japanese). Retrieved June 1, 2012.
  43. ^ Otaku Awards Executive Committee (January 8, 2009). "Japan Otaku Awards 2008" (in Japanese). Retrieved June 1, 2012.
  44. ^ "TENGIRLS(テンガールズ)公式ホームページついにオープン！！" [Tengirls Official Website Opens!] (in Japanese). Sony Digital Entertainment Service. February 4, 2011. Retrieved June 1, 2012.
  45. ^ "TENGIRLS" (in Japanese). Archived from the original on May 31, 2012. Retrieved June 1, 2012.

References

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