Kabukicho host billboards are under scrutiny under new law

The towering face of the impossible-to-perfect man stares at the glowing billboards of Kabukicho, the infamous nightlife area. These are charismatic young people working in high-end clubs, pouring drinks and fascinating clients flirting. The billboards all offer the same tempting images: porcelain leather, razor-dew, and gaze, or at least its fantasy. Under their faces, a bold statement boasted about their success: “over 100 million yen” or “requesting the first landlord”.

But now some changes. Those same signs were damaged by tape, obscuring the words that once boasted about money and status. On June 27, workers can be seen quietly sticking to the slogan. Watch what is hidden carefully and you can still track the faint outline there: Sales King. champion. legend.

What can make Kabukicho suddenly censor his own fantasy?

New law

exist June 28an amended law has entered into force, aiming at the dark side of the Japanese club industry. The amendment has developed what is called a “romantic sales strategy” where the moderator exploits the romantic feelings of customers to put pressure on them, causing them to impose excessive spending, explicitly illegal.

This change is driven by a growing social problem: women squeeze out high unpaid labels called Tigerand then Forced to work in gender-related business Or appear in adult videos to pay off debts.

Under the new law, such coercion is not only a criminal offense, but operators of sexual industry businesses are also prohibited from introducing such jobs to boarding women. Violators face up to six months in prison, fines up to 1 million yen or both.

Now, advertising and promotions at the host club are under scrutiny. exist June 4 The National Police Directive on Advertising for Hospitality Business clarifies that any promotion will create an overly “a pleasant, indulgent atmosphere” that will allow customers to spend or inspire competition among moderators – in turn, encourage illegal acts – will be considered illegal.

The directive provides clear examples of prohibited language. Now, phrases like “over 100 million yen” or “required host No. 1” are now a no-zone. Titles that show high status based on performances (“Champion”, “God”, “Legend”) are also prohibited. The same is true for speech that emphasizes competition among hosts, such as “sales war” or “total SNS followers: 50,000.” Slogans that drive customers to be obsessed with their favorite owners, such as “support XX” or “Drown in XX” in XX, are also considered too much.

If the sign or advertisement violates these rules, the local public safety commission may issue a correction order. Administrative penalties for repeated or serious crime risks, including corporate suspension.

The end of the King’s Age

The image of successful projection has always been the lifeblood of host club marketing. Time with him has long felt like a coveted privilege – scarce fantasy has long been a powerful tool. Combining it with enough personal attention to make the client feel special, the result is an effective combination of self, desire, and social competition. It’s a formula to get customers back, usually far beyond what they can afford to make sure their favorite owners are still one of the best and smartest people in the club.

But, at least as far as things can be posted on billboards are concerned, the game is over. Now prohibiting bold rankings and sales figures, host clubs are being fought for – in a hurry to cover their logo with tape, paint or paper during a hasty self-censorship action. Currently, this is a temporary patch until a new, compatible flag is printed. Still, it’s a clear shift: The host club ads in Kabukicho will never look exactly the same.

Even online, the changes are obvious. Until recently, the host club websites publicly ranked their employees by monthly or quarterly earnings. Next to each profile is a title like “100 million year-old player” or “The highest earner of the month”. Now, these rankings have disappeared. The numbers disappear, leaving only the basic configuration file that once defined their status tags.

The reaction within the industry is largely negative. “It’s tough. I think it’s even harder to get our female customers motivation. Seeing the results – like, ‘I’m the one who pays most of the huge sales total’ – means what it means to them. Losing the pathetic. Honestly, I can’t take it.” Prime Online FNN.

For outsiders like Chiwawa Sasaki, a writer who follows the host industry, it has a great impact. Sasakie tells Prime Online FNN.

Maybe this is not a bad thing. Business models that thrive in emotional manipulation and exploitation are always based on fragile foundations. Depriving the loudest, most gorgeous persuasive tool won’t completely eliminate fantasy, but it may lower some of the more compulsive edges.

Whether this legal overhaul would really reshape the business, or simply force it to find a subtle way to sell the same dream remains to be seen. But for the moment, Kabukicho’s glowing face is dazzling.

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