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A rare trade fair for adult goods kicked off in Tokyo on Friday (February 28).
"Pink Tokyo" is only the second such trade fair in Japan since the country's first-ever sex expo was held in 2007.
On Friday, 26 adult goods makers set up stalls to show off their wares, displaying adult toys and costumes.
Stars from the nation's adult video industry opened the three day event.
"I don't really know anything about complex issues, but I've taken part in events like this overseas and always wondered why we never had them in Japan. But now we have the chance. As an actress working on the front lines of the industry, I think it would be wonderful if even more women could take part in events like this," adult movie actress Akiho Yoshizawa said, flanked by fellow stars of Japan's adult video industry.
Organisers said they hoped the expo would bring sex out of the shadows and make Japan a happier place.
"In Japan women basically can't talk about sex openly or in public, there's always been that sort of atmosphere. If we can get rid of that, then both men and women can feel fine having a dirty chat over drinks once in a while. Everyone will be happier. In that sense, if we can normalise adult shows like this, then Japan as a whole will feel happier," Pink Tokyo organiser, Seiji Shimada, told Reuters.
The Vorze, a high-tech toy for men made by Japanese company Rends, will be released in May and retail at 30,000 yen ($294 dollars).
"We want to be the Toyota of the adult goods world, that's how high quality our product development is. We're a bit different from other makers, our products are a rank above," Rends spokesman Yuji Watanabe said.
The expo will run until March 2. Organisers said they expect 30,000 people to attend.
