"People like to watch these amateur girls because they show their virginal naivete." "Of course the target is men," Uchida said.
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Koji Uchida, an advisor at the Plum company, said he was selling DVDs featuring sex with "amateur" girls, not professional pornographic actresses. She adds that many companies in the industry have female spokespersons in hopes of a softer image. "They're for people with fetishes," Takako Yoshikawa, a spokeswoman for Baby Entertainment, explains without a hint of discomfort. Another offered videos with girls tied up and screaming. One stand offered a line-up of dummy women with child-like faces and disproportionately huge breasts, wearing only tiny pieces of fabric or leather. Kitahara's booth was hardly the norm at "Sexpo", where nearly 160 companies exhibited products and services otherwise traded underground, most of them all about - not for - women.
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"I specifically select items that are free from harmful chemical substances and do not make loud noises," she explains. While men are far more frequent buyers of sex toys in Japan, Kitahara says that women have also become increasingly open about fulfilling their sexual desires since the time she opened her shop in 1996. The most aggressive item she was offering was probably handcuffs - but decorated with soft fur. She was also selling vibrating tiny plastic ducks, both yellow and pink - offering women a bit of naughty fun for the bathtub. Her vibrators are mostly pastel colours of pink, light blue, or white and are round and smooth. Unlike the other exhibitors here, Kitahara's display is not in-your-face. She runs LovePieceClub, a sex toy shop for women in Tokyo. "Compared with 11 years ago, the situation for girls has improved greatly," says Minori Kitahara, 36, a feminist activist who is trying to change things in her own small way. Not so at last weekend's three-day Adult Treasure Expo 2007, where women visitors had their pick of brightly coloured vibrators, accessories and other sex aids.