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In 2005, he invented the TENGA egg. It's sold over $77 million since. It's been so popular that the whole country refers to sex toys by his brand name. “What I aimed for from the start was to become like Coca-Cola. Coca-Cola is delicious and cool. Everyone around the world knows the logo."

playboy.comMeet the Man Behind Japan's Sex Toy RevolutionKoichi Matsumoto made "pleasure aids" so popular that the whole country refers to sex toys by his brand name.

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In order to “to create something that enriches human sexuality,” as Matsumoto put it, you have to include women in the conversation. Today, TENGA also has a line of female-oriented iroha vibrators that challenges the idea of men making and designing “pleasure items” for women.

playboy.comMeet the Man Behind Japan's Sex Toy RevolutionKoichi Matsumoto made "pleasure aids" so popular that the whole country refers to sex toys by his brand name.

13/10/26, 7:26 pm13 reposts138 likes

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“When I was first doing my research on adult goods, I felt that the onahoru [artificial vaginas] were substitutes for women," he explains. “It was as if they compacted real people to one part of their body and said ‘This is all that women are worth.’ I absolutely hate that."

playboy.comMeet the Man Behind Japan's Sex Toy RevolutionKoichi Matsumoto made "pleasure aids" so popular that the whole country refers to sex toys by his brand name.