By Designing Sex Products to Be Implicit And Decent, He Hopes to Do A Business That “Calmly Face Sexual Desire”

In March 2005, Matsumoto Koichi founded Tenga, a company specializing in the sale of male sex products. In the first year of its launch, the product sold 1.7 million in Japan. Nowadays, the men’s and women’s sex products sold by Elegant Company have accumulated more than 50 million sales in 41 countries around the world, making it one of the most recognized adult sex toy brands in Japan.

Matsumoto was born in 1967 in Shizuoka Prefecture, Japan. Before he got involved in sex toys, he had been dealing with the car for more than a decade. At the age of 20, he graduated from the Automobile Maintenance College. Matsumoto just caught up with the peak of the Japanese bubble economy and became a technician who modified luxury cars for the rich. He repaired Porsche, Mercedes, Ferrari and Lamborghini.

Then he has turned to repair the classic car, but the good times are not long, the classic car only repaired more than half a year, the company encountered a business crisis. It was at this time that he said that he discovered a truth: “Appetite and sexual desire are the two most basic needs of mankind.”

“I went to a lot of places to find inspiration, including home appliances, daily necessities, auto parts stores, etc.” He said that until one day he stepped into an adult goods store and found that the male adult products on the shelves made him strong. Feel that “masturbation is a very embarrassing behavior.”

“I asked 10 friends around, they all had a masturbation experience. So masturbation is actually very common and ordinary. But this adult store shows sex products as a special product, giving People don’t feel very happy. In addition, there is no company name on the adult product packaging, no QR code, no contact information, which makes me very unhappy.” Matsumoto said.

It took only 15 minutes to make a decision from Lingguang to the end. Matsumoto said that what he wants to do is very simple. He wants to move this seemingly unspeakable “underground product” to the countertop, so that buying sex toys becomes like buying an iPhone, a TV, and a lipstick. Of course. Therefore, he named his sex product name “elegant” and Tenga the word “elegant” spelled in Roman in Japanese pronunciation.

The elegant first product is a one-off male aircraft cup, which is still sold today, and is the best selling product of the brand (Song Benguang said in an interview that the one-time aircraft cup in Japan is sold. It’s better, but in China it’s a repetitive version that sells better.)

The classic Tenga CUP consists of a red plastic outer shell and an inner white silicone part. Like most new inventions, this is a design that has been tried after countless passes. Matsumoto said that the biggest difficulty in product development is the “balance between appearance and functionality.”

Unlike the sex products that are characterized by realistic and simulation, Matsumoto’s erotic toy design is particularly subtle – a curved plastic cylinder with silver and red stripes on the outer shell and the words Tenga. So that people who are unfamiliar with the Tenga brand will not see what it is for. This subtlety is Matsumoto’s effort to make adult products a generous thing – whether it’s a more complex aircraft cup with later features and experience, or the female adult iroha series launched in 2011.

The 3D aircraft cups launched in 2012 are five white silicone cylinders that look like 3D printed architectural models. Its appearance looks like a variety of textures, not only does not make people think that this is a sex toy, but it looks like a sculpture. But in fact, when men turn these different textured, soft white silicone tubes from the middle holes, the inner walls of different textures can produce different touches to help the user to have a pleasant feeling.

In 2011, elegance officially entered the Chinese market. But from the beginning to the end, there has not been any publicity, but mainly in the form of wholesale to sell their products to China’s major interest sites, high-end supermarkets, pharmacies and other channels.

Matsumoto Koichi revealed in an interview that the company’s recent market research in China shows that the awareness of elegant sex products in the Chinese consumer group has reached 17%. This gave the company further confidence and expansion in the Chinese market with confidence. The company is currently preparing for the opening of physical stores in Guangzhou and Shanghai.