Nuru Massage: Erotic Japanese Trend Steadily Gaining Ground

From rope bondage to hentai (a sexually explicit form of animé), a variety of erotic Japanese imports have found their way to North America, Europe and Australia over the years. And the erotic side of Japan has also come to the west in the form of the Nuru massage, a type of massage that is performed in the nude using special gels. Nuru massage (also called nuru-nuru) is making its presence felt in different areas of the adult entertainment industry ranging from erotic Nuru videos (both porn and instructional) to North American companies that manufacture Nuru gels, including the Valencia, Calif.-based Trigg Laboratories (makers of Wet Nuru), the Los Angeles-based Nori Fields Co. (known for Mr. Nori’s Magic Gel and other products) and the Montreal, Canada-based Shunga (makers of the Oriental Body Slide Erotic Nuru Massage Kit).

According to Jennifer Martsolf (Trigg’s vice president of marketing), the art of nude massage received a major boost in Japan when prostitution was outlawed in that country 55 years ago.

Nuru is a sensual massage between partners using full-body contact to relax the body and stimulate sexual appetite for both partners. The massage is done with both partners fully nude, using a thick, ultra-slippery massage gel. -Jennifer Martsolf, Trigg's VP of Marketing.

“Prostitution was made illegal in Japan in 1958,” Martsolf said. “So sex industry workers began bathing clientele in a sexual way. Japan’s red-light districts became known as Soapland. Nuru is a sensual massage between partners using fullbody contact to relax the body and stimulate sexual appetite for both partners. The massage is done with both partners fully nude, using a thick, ultra-slippery massage gel.”

Ron Vaillancourt, director of marketing and regulatory affairs for Shunga in Montreal, observed that the popularity of Nuru massage has been increasing in non-Asian countries since the late 2000s.

“When we released our Oriental Body Slide in 2008, Nuru was not even known here,” Vaillancourt recalled. “In certain massage salons, girls were starting to offer this service — something very popular in Thailand, Japan and Malaysia. Its exposure gained popularity because we were offering something appealing in order to practice this technique in a more friendly and safe way.”

Vaillancourt added: “In the U.S., the first Nuru trend came from California a few years ago, around 2010. Then, it gained in the rest of the States. In Europe, with the introduction of our product, we saw the demand increase — and in countries where eroticism is more open such as Germany, the demand was really amazing.”

Japan’s Soapland culture isn’t limited to Nuru massages. A nude massage in a Japanese massage parlor or bathhouse might be performed with liquid soap rather than Nuru gel. But Nuru massages are certainly a prominent part of Soapland, and in Tokyo, the Yoshiwara district still reigns supreme as the Soapland capital of the world.

Yoshiwara has been a red-light district for centuries — and back in the early 17th century, there were attempts to outlaw prostitution in Yoshiwara. But for many years, legal prostitution remained in Yoshiwara as well as in the red-light districts of other Japanese cities. That changed when, in 1958, Japan’s nationwide ban on prostitution went into effect. The law specifically defines prostitution as sex in exchange for payment, and nuru massages are exempt as long as they don’t involve activities such as penis/vagina intercourse, oral sex or anal sex.

Orit Benzaquen, co-owner of Nori Fields (MagicGel.us, NuruNuruGel.com), observed: “Yoshiwara, a red-light district in Tokyo, is Japan’s Soapland capital. It is extremely popular with the Japanese as a hotspot for sex tourism, and it is interesting to note that many adult establishments in Japan are open only to the Japanese — and foreigners are banned from entry.”

Nuru gels are being used in a variety of settings, ranging from Soapland massage parlors and bathhouses in Yoshiwara to adult videos to the bedrooms of private couples. The Venezuela-born Benzaquen cited Asa Akira as an example of a major porn star who has done Nuru videos. The 27-year-old Akira, an Asian-American who was born in New York City and recently became a contract star for Wicked Pictures, has earned her living in the U.S. — and the fact that Akira has been making Nuru videos with American adult performers underscores the growing popularity of Nuru massage outside of Asian countries.

But Benzaquen stressed that one doesn’t have to be either a professional porn star or a professional masseuse to perform a Nuru massage — private couples, she said, are also consumers of Nuru gels, and those couples can be found in different parts of the world.

“Europe adopted the Nuru massage trend very quickly, especially the U.K.,” Benzaquen noted. “People in the U.K. adopted the trend both in the intimacy of their homes for couples and in the escort marketplace…. Canada and the U.S. are closely following Europe. Lots of people in the U.S. have learned about Nuru massages in their travels to Japan or Thailand and came back with their anecdotes of the experience.”

In fact, marketing to private couples has been an important part of Nori Fields’ business model. Benzaquen co-founded the company with her husband, Cariel Cohen, who is also from Venezuela and now lives with her in Los Angeles; they are husband and wife as well as business partners, and they reasoned that if they enjoyed Nuru gel in their private life, why not market them for other couples?

“We thought that something that was being used in the porn industry and was being used in massage parlors could also be used by regular couples in the bedroom to spice up their sex lives,” Benzaquen recalled. “We thought that it would be perfect for regular couples. In April 2008, we started formulating the product, and in April 2009, we launched our line of massage gels. We launched the first gel in April 2009, and from there, we started formulating the different type of gels.”

Even though Japan continues to be the epicenter of Nuru massage, Benzaquen predicted that the U.S. and Europe will continue to be important growth markets for Nuru gels. “In Japan, nuru-nuru is huge,” Benzaquen asserted. “We tailored our product line for couples who are looking to experiment and enhance their sexual lives, and to this day, nuru-nuru has been a rapidly growing trend.”

Related:  

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles

opinion

Why Inclusivity in the Pleasure Industry Is More Important Than Ever

2025 has kicked off with a series of unsettling events. Tension and anxiety are high across North America as the unknown impact of tariffs, climate change and attacks on human rights loom ominously. In times of unrest, seeking pleasure is not frivolity but necessity.

Sarah Tomchesson ·
opinion

Tips for Keeping the Adult Retail Trade Show Momentum Going

Trade shows are a whirlwind of energy, excitement and opportunities. You spend days on a vibrant, buzzing show floor, making valuable connections and discovering innovative and exciting new products. You spend time, energy and money to be a part of this fabulous circus.

Rin Musick ·
opinion

2025's Top Tech Trends That Adult Retailers Should Know About

I just got back from the National Retail Federation’s Annual Convention & Expo, also known as “Retail’s Big Show,” where I walked the floor, sat in on key panels, talked with industry experts and influencers, and did my best to sift through the b.s. so I could report back to you all on the things you need to care about.

Sean Quinn ·
opinion

Understanding the Importance of Graphic Design in Sexual Wellness Social Media Marketing

In the world of social media, graphic design is more than just making things look visually appealing — it’s a vital tool in shaping and maintaining a brand’s identity. Your social media is your storefront, so aesthetics mean everything.

Hannah McManus ·
opinion

How Adult Retail Is Shaping Sexual Health One Customer at a Time

Remember back in health class, when they taught us about boundaries, consent and how many nerve endings are in the clitoris? Of course you don’t, because it didn’t happen. In fact, sex education is still severely lacking in much of the U.S.

Kimberly Scott Faubel ·
trends

Meet the Up-and-Coming Pleasure Brands of 2025

Over the past year, the pleasure industry has witnessed the emergence of new brands across various adult retail categories — brands that are now entering 2025 with ambitious goals for success and growth in their sophomore year.

Ariana Rodriguez ·
profile

WIA Profile: Nefertiti Mitchell

Local retailers are the backbone of the pleasure industry. Driven by passionate business owners who are deeply dedicated to sexual wellness, brick-and-mortar stores serve as safe spaces that uplift and delight customers — while greasing the wheels of commerce for manufacturers and distributors.

Women In Adult ·
profile

Industry Vet Mike Savage Discusses Comeback, Goals With Full Circle Distribution

"We never know where life’s going to take us,” says Mike Savage. He should know. The pleasure biz veteran, who describes himself as “a poor Irish kid from Philly,” first made his name in the adult retail biz over the course of a nearly 40-year career.

Ariana Rodriguez ·
profile

Sensually Yours Founder Shellee Rose on Boosting Sex Positivity in Hawaii

Honolulu pleasure store Sensually Yours has served Hawaii for 40 years, establishing itself as a top destination for adult products. Founder and President Shellee Rose says her most important strategy for achieving four decades of success has been prioritizing customers.

Quinton Bellamie ·
profile

Gregory Dorcel on Building Upon His Brand's Signature Legacy

“Whether reflected in the storyline or the cast or even the locations, the entertainment we deliver is based on fantasy,” he elaborates. “Our business is not, and never has been, reality. People who are buying our content aren’t expecting reality, or direct contact with stars like you can have with OnlyFans,” he says.

Jeff Dana ·
Show More