Koichi Matsumoto’s visionary approach to founding Tenga in 2005 marked a significant shift in the adult novelty industry. His goal was to create products that would challenge existing perceptions and break away from traditional stigmas associated with sex toys. Matsumoto’s innovative thinking led to the development of products that were not only functional but also aesthetically pleasing, effectively revolutionising the market.
A New Era in Product Design
Tenga’s approach to product design is reminiscent of Apple’s philosophy, focusing on sleek and stylish aesthetics that prioritise both form and function. The company’s commitment to creating hygienic, user-friendly products has set a new standard in the industry. This dedication to excellence has not gone unnoticed, with Tenga receiving numerous accolades for their groundbreaking designs.
Among their award-winning products, the Tenga 3D series and the Rolling Head Cup stand out as prime examples of the company’s innovative approach. These products showcase Tenga’s ability to combine cutting-edge design with practical functionality, earning them widespread recognition in the design community.
In 2012, Tenga’s efforts were formally acknowledged when they received the prestigious Red Dot Award for Product Design. This accolade not only validated the company’s design philosophy but also helped to legitimise the adult novelty industry as a whole, demonstrating that sex toys could be viewed as genuine works of industrial design.
Unprecedented Market Success
Tenga’s unique approach to product design and marketing quickly translated into commercial success. In their first year of operation, the company achieved an impressive sales milestone, setting the stage for continued growth and expansion.
As of 2023, Tenga’s cumulative global sales figures have reached staggering heights, cementing their position as a major player in the adult novelty industry. The company has established a particularly dominant presence in their home market of Japan, where their products have become household names.
However, Tenga’s success is not limited to their domestic market. The company has successfully penetrated international markets, with significant footholds in countries such as the United States, Spain, and China. This global reach has allowed Tenga to influence and shape the adult novelty industry on a worldwide scale.
Diversifying the Product Range
As Tenga has grown, so too has its product line. Recognising the importance of catering to a diverse customer base, the company has expanded its offerings to include products designed for couples and women.
One notable addition to their couples-oriented range is the VI-BO vibrating orb, a versatile product designed to enhance intimate experiences for partners. This expansion into couples’ products demonstrates Tenga’s commitment to promoting sexual wellness and pleasure for all.
Tenga has also launched a dedicated women’s product range under the iroha brand. These vibrators are designed with the specific needs and preferences of women in mind, further broadening the company’s appeal and reinforcing their commitment to serving diverse demographics.
A Progressive Corporate Culture
Tenga’s innovative approach extends beyond their products to their corporate culture. The company boasts a diverse workforce, with a notable emphasis on gender balance in the workplace. This progressive attitude towards employment practices sets Tenga apart in an industry that has historically been male-dominated.
Moreover, Tenga has taken on the role of advocate for sexual health education. The company recognises the importance of fostering open and honest discussions about sexual wellness and has made efforts to contribute positively to this dialogue.
Despite their successes, Tenga has faced challenges in gaining recognition for their design achievements. The stigma associated with sex toys has sometimes made it difficult for the company to receive the same level of acknowledgement as other design-focused brands. However, Tenga’s persistence and commitment to quality have gradually helped to shift perceptions.
Expanding Global Presence
Tenga’s growth has led to the establishment of international offices in key markets around the world. The company now has a presence in China, the USA, Korea, Europe, and Taiwan, allowing them to better serve their global customer base and adapt to local market conditions.
This international expansion has positioned Tenga as a true global leader in the adult novelty industry. By maintaining consistent quality and design standards across all markets, Tenga has built a strong and recognisable brand identity worldwide.
Normalising the Conversation
Perhaps one of Tenga’s most significant contributions to society has been its role in normalising discussions around sex toys and sexual wellness. By creating products that are stylish, discreet, and high-quality, Tenga has helped to shift public perception of adult novelties.
This change in attitude has had a ripple effect, contributing to broader conversations about sexual health and wellness. Tenga’s approach has demonstrated that it’s possible to discuss these topics in a mature, respectful manner, free from the stigma that has traditionally surrounded them.
As society becomes more open to discussing sexual wellness, Tenga’s influence can be seen in the growing acceptance of sex toys as legitimate products for enhancing personal and couples’ intimacy. This shift is not just about selling products; it’s about promoting a healthier, more open attitude towards sexuality and personal pleasure.
Looking to the Future
As Tenga continues to grow and evolve, the company remains committed to its founding principles of innovation, quality, and destigmatisation. With each new product launch and market expansion, Tenga reinforces its position as a pioneer in the adult novelty industry.
The company’s success story serves as a testament to the power of innovative thinking and a commitment to quality. By challenging norms and pushing boundaries, Tenga has not only created a successful business but has also contributed to important societal shifts in attitudes towards sexual wellness.
As we look to the future, it’s clear that Tenga will continue to play a significant role in shaping the adult novelty industry and contributing to broader discussions about sexual health and wellness. Their journey from a small Japanese start-up to a global industry leader is a remarkable tale of vision, perseverance, and the courage to challenge societal norms for the better.
