Following the criminalisation of payment for sexual intercourse, the sex industry in Japan has developed into a number of varied businesses and offering services not prohibited under Japanese law. These fall into a number of categories known by various euphemistic names, such as soaplands, fashion health shops, and pink salons, with the term "health" commonly being a euphemism for sexual services. These businesses typically operate out of physical premises, either with their own employees or freelancers such as call girls , who may operate via Internet dating sites known as deai sites Internet dating sites or via delivery health services.
In , Japan's largest adult entertainment group, WFG, officially began receiving foreign customers, marking a further opening of Japan's bubble bath services to the outside world. They commonly post pictures of their " masseuse " employees near the entrance, though the face and eyes may be censored with pixellation or black strips; some club entrances feature caricatured depictions of the services provided.
Sex workers employed at image clubs, whose activities are usually limited to oral sex, wear exaggerated costumes appropriate to the setting and the desire of the customer. Image clubs may offer itemized pricing for particular services, such as taking instant photographs, removing a woman's underwear or taking it home. Pink salons avoid criminalisation under Japanese law by serving food, operating without showers or private rooms, and limiting the services provided to fellatio.
Pink salons are found across Japan, and workers commonly see a dozen or more customers per shift. Soaplands exploit a loophole in Japanese law, wherein compensated sexual intercourse may be conducted between "specified" acquainted persons. In his book Fuzoku Eigyo Torishimari Control of Sex Business Operations , Kansai University professor Yoshikazu Nagai documented the practice of soapland businesses, wherein customers pay an entry fee to "use the bathing facilities", and a separate fee for a massage.
Whilst the massage takes place, the masseuse and the customer become "acquainted", resulting in any paid sexual services following this as not being viewed as prostitution as defined by the law, an interpretation that has been utilised since the s.
