When you walk into an adult shop in Tokyo, the hard part is not finding the store. It is deciding what to actually buy. Hundreds of products sit on the shelves, and the price tags alone tell you very little about the differences.
Here is the short answer: Japanese products are grouped into clear price bands by type. Disposable items start at 570 yen, reusable ones at 2,200 yen, and iroha, the women's line, at 7,920 yen. There are electronic models in the 30,000-yen range, but for a first purchase, around 1,000 yen gives you plenty of choice.
This guide covers the categories you can actually pick up in a Tokyo store, using the official prices published by the manufacturers (as of September 2026, tax included). For where to shop, see Top 5 Adult Toy Stores in Tokyo: A Safe and Fun Shopping Guide and [2026 Edition] A Guide to Tokyo's Best Adult Shops! 3 Beginner-Friendly Picks in Akihabara, Shinjuku & Ikebukuro. This article stays on the products themselves.
Japanese Adult Goods: Categories and Prices
Start with the overview. Product names alone tell you nothing about shape or size, so the table shows what a representative product in each category actually looks like. These are the categories commonly stocked in Tokyo's large stores and drugstores, priced from the manufacturers' official online stores.
| Appearance | Category | Representative product | Price (tax incl.) | Best for |
|---|---|---|---|---|
 | Disposable (men's) | TENGA EGG (shown: SNOW CRYSTAL) | From 570 yen | A first purchase, souvenirs |
 | Disposable (men's) | TENGA CUP (shown: ORIGINAL VACUUM CUP COOL) | 740–1,100 yen | Trying it without commitment |
 | Reusable (men's) | TENGA ARTE (shown: MARINE TWEED) | 2,200 yen | Continued use |
 | Reusable (men's) | TENGA 3Dx (shown: ZEN) | 3,740 yen | Those who care about texture |
 | Electronic (men's) | TENGA FLIP 0 ELECTRONIC VIBROTATION | 34,500 yen | Those with budget to spend |
 | Women's | iroha paiRING | 7,920 yen | Personal use, gifts for a partner |
 | Women's care items | iroha INTIMATE WASH | 1,650 yen | An easier item to give as a gift |
 | Denma (electric massager) | Fairy Mini SP (shown in pink and black) | 7,480 yen | Those who want strong vibration |
 | Lubricant | TENGA LOTION range (shown: Cool) | From 1,080 yen | A consumable to buy alongside |
 | Condoms | Sagami Original 0.01 and others | Varies by store | Carrying with you, souvenirs |
Product images in the table are quoted from the respective product pages of the TENGA official online store, Sagami Rubber Industries (Sagami Original) and the M's Adult Department Store official online store. Copyright remains with the respective rights holders.
Prices reflect what the TENGA official online store listed as of September 2026 (the denma alone is the manufacturer's price listed on the M's Adult Department Store online store). In-store and sale prices may differ.
For Men: Sorting TENGA into Three Types
TENGA is the best-known Japanese brand for men. The lineup looks overwhelming, but it becomes manageable once you split it into disposable, reusable, and electronic.
Disposable: From 570 Yen
You use it once and throw it away. Nothing to wash, nothing to store, which makes this the most practical option while travelling.
The cheapest is the EGG series, from 570 yen. It uses a stretchable one-size material and comes in an egg-shaped package. The packaging is small and gives little away, which is why it is often picked as a souvenir. The CUP series runs 740 to about 1,100 yen, with variations in the internal structure and intensity. It looks like a drinks cup — a cylinder with horizontal grooves around it.
If you cannot decide, the official store sells assortments: a three-type sampler at 980 yen and a full premium sampler at 2,480 yen. Comparing types this way is more sensible than buying one at a time.
Reusable: From 2,200 Yen
Wash it, dry it, use it again. Individually, the ARTE series is 2,200 yen and the 3Dx series 3,740 yen. The unit price is higher than disposables, but the cost per use drops if you keep it.
They look different too. ARTE shows its beaded internal structure straight through a clear case, while 3Dx sits as a white body inside a tube. In both, the packaging doubles as the storage case, so unlike a disposable you are not throwing anything away after one use.
For travellers, the real question is washing and drying. Do you have time to clean it in the hotel sink, and will it dry before your flight home? On a short trip, disposables are the more realistic choice.
Electronic: The 30,000-Yen Range
These vibrate or rotate. The FLIP 0 ELECTRONIC VIBROTATION is 34,500 yen. That is a different price bracket entirely, so it is not what we would suggest for a first purchase. It suits someone already using a reusable model and looking for the next step.
The look is different in kind. There is a charging stand alongside the unit, and with the box it reads more like consumer electronics than anything on the disposable shelf — which is roughly where stores put it, usually in a separate display case.
Note that some electronic products contain lithium-ion batteries, and certain airlines do not allow those in checked baggage. Check your airline's rules before buying.
For Women and Couples: iroha
iroha is TENGA's women's brand. Looking at the top sellers in the official online store, paiRING is 7,920 yen, paiRING+ is 9,900 yen, and a set bundled with lubricating gel runs 18,700 yen.
What sets it apart is how it looks. Instead of the shapes you might expect, the products use rounded, soft designs in muted colours, so that they read as ordinary homeware if left out on a shelf. That is the main reason they get chosen as gifts for a partner.
Since the devices themselves start at around 8,000 yen, they may feel steep for a casual gift. In that case, care items such as the INTIMATE WASH intimate soap start at 1,650 yen.
Denma: The Japanese-Born Wand Known Abroad as the Magic Wand
In Japan the electric massager is called a denma, and it was originally a household appliance for stiff shoulders and backs. Its reputation abroad as a sex toy goes back to a massager Hitachi launched in the United States in 1968. According to English Wikipedia, sex educator Betty Dodson used it in her classes for women, which spread its use as a vibrator, and it is still known as the "Magic Wand".
In 2013 Hitachi stopped producing it over concerns about its company name being linked to a sex toy, but the US distributor Vibratex persuaded it to keep manufacturing the device with the Hitachi name removed. Since 2014 it has been sold as the "Magic Wand Original". An appliance made for stiff shoulders has, in other words, stayed on sale under changing names for more than half a century.
In Tokyo, products of this type are called denma and sold as dedicated items in adult stores. On the official online store of M's Adult Department Store, the Fairy brand has its own category separate from other denma, and the current Fairy Mini SP lists at a manufacturer's price of 7,480 yen (tax included). It is 245 mm long and weighs 310 g or 340 g depending on the colour.
Check the power supply before you buy. The Fairy Mini SP runs on mains power through a cord 2.4 m or 3.5 m long, depending on the colour. Household power in Japan is uniformly 100 volts (Japan National Tourism Organization), so if you plan to use it in a country with a different voltage, check the rating on the unit and bring a voltage converter if needed. USB-rechargeable models are not tied to the mains voltage, but they contain lithium-ion batteries, so check your airline's rules as noted above.
Tokyo's large stores also carry vibrators operated by app or remote. In the remote and wireless vibrator listing on the M's online store, however, half of the first ten items were from overseas brands such as LELO, LOVENSE and SVAKOM (as of September 2026). Many of them are available at home, so there is less reason to buy one in Japan than there is for a denma.
Many escort services and other adult venues also offer a denma as a paid option using their own equipment, typically for around 2,000 to 5,000 yen (see our guide to Japanese escort service options). As with any other toy, you cannot bring your own.
Condoms and Lubricant: Available at Drugstores Too
Condoms and lubricant are the two categories you can buy without setting foot in an adult shop. Convenience stores, drugstores, and Don Quijote all carry them.
The Japanese condom name that comes up most often is Sagami Original, from Sagami Rubber Industries. Look for a white box with a red band — the "0.01" is what you spot on a drugstore shelf. Launched in 1998 and made of polyurethane, the company advertises thicknesses in the 0.01 mm and 0.02 mm range (both figures are the company's own measurements). Sagami says it began manufacturing Japan's first natural rubber latex condoms in 1933 and that its products are now distributed in around 80 countries.
Thinness is only one factor. As covered in The Reality of STD Risks and Testing in Japan: A Safety Guide for Travelers, wearing one correctly from start to finish is what actually lowers your risk. Do not choose on the millimetre figure alone.
TENGA's lubricants start at 1,080 yen. They come in tall cylindrical bottles and sit on the same shelf as the products themselves, so buying one at the same time saves you trouble later.
Four Things to Know Before You Buy
1. Tax-Free Requires Your Actual Passport
Large stores and Don Quijote handle tax-free purchases. However, you must present your physical passport at the register, and the exemption cannot be applied retroactively after payment. A minimum spend usually applies: M's Adult Department Store in Akihabara, for instance, sets it at 5,500 yen including tax. Some products are excluded. More detail is in [2026 Edition] A Guide to Tokyo's Best Adult Shops! 3 Beginner-Friendly Picks in Akihabara, Shinjuku & Ikebukuro.
2. Packaging Hides the Contents
Japanese adult shops and discount stores bag purchases in plain paper or opaque bags that reveal nothing. Even if you check out at Don Quijote with everyday items, the relevant products get bagged separately. You do not need to worry about the train ride or the hotel lobby.
3. You Cannot Bring Your Own Toys to an Escort Service
Some visitors buy something in Tokyo intending to use it at a Delivery Health (escort) service or a Soapland. In practice, bringing your own items and using them is prohibited at nearly every establishment, for reasons of hygiene and cast member safety. Pushing the issue breaks the shop's rules and can end the session.
Many shops instead offer a "Toy Play" option using their own sanitised equipment, which is the practical route. Option types and typical prices are covered in Complete Guide: Japanese Escort Service Options – Pricing & How to Enjoy.
4. Taking Items Home Depends on Your Destination
Ordinary products for personal use present no problem when leaving Japan. On the plane, put them in checked baggage as a rule.
That said, the rules of the country you are entering vary. Some countries restrict the import of adult products outright, so confirm your destination's customs rules before you depart. We are not in a position to judge what is permitted in each country.
Frequently Asked Questions
Q1. What should I buy first?
A1. Start with a disposable. They run from 570 to about 1,100 yen, need no washing or storage, and cause no trouble while travelling. If you want to compare types, the official store's three-type sampler at 980 yen is a convenient way in.
Q2. Can foreigners enter adult shops? Is tax-free available?
A2. There is no restriction on entry. Large stores such as M's Adult Department Store in Akihabara and Don Quijote have multilingual signage, and foreign shoppers are a normal sight. Tax-free is available at participating stores when you show your physical passport, though each store sets its own minimum spend and excluded items.
Q3. Where are the TENGA flagship stores?
A3. There are two in Tokyo. TENGA LAND on the second floor of Tokyu Plaza Harajuku "Harakado" (6-31-21 Jingumae, Shibuya-ku; open 11:00–21:00), and TENGA STORE TOKYO on the sixth floor of Hankyu Men's Tokyo (2-5-1 Yurakucho, Chiyoda-ku; weekdays 12:00–20:00, weekends and holidays 11:00–20:00). Both are a few minutes from a station and look like any other apparel store inside. Check the TENGA STORE official site for current hours.
Q4. What works as a gift for a partner?
A4. Design-led products such as iroha are the usual pick. But a gift like this assumes the other person wants to receive it. It is not something to hand over without knowing where you stand.
Japanese adult goods are not hard to choose once you know the types and the price bands. Start with a 570-yen disposable, and move to a reusable model if you like it. That order rarely goes wrong. For the wider picture of a night out in Tokyo, the service below may also help.
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