Changing the balance: how women's perspectives entered the industry
Ten years ago, Japan's adult video industry (JAV) was considered almost entirely male-dominated, from directing to scriptwriting and marketing. Women on set were more likely to be actresses than content creators.
However, over the past five years, the situation has changed. A new generation of directors, screenwriters, and producers has emerged in the industry, who have not simply come to “visit” this sphere, but have begun to rewrite its rules.
The emergence of female directors such as Kanae Takeuchi, Rio Matsumoto, and Yuki Aoi has signaled a deeper cultural transformation. These authors seek to show intimacy as a process of trust and mutual respect, rather than a one-sided act. Their films focus on emotions, context, and psychological nuances, taking the genre out of the realm of pure physiology and into the space of visual art.
The so-called female gaze in JAV is expressed not by replacing eroticism with sentimentality, but by changing the angle.
Instead of an aggressive pace and stereotypical poses, there is attention to detail: gestures, breathing, glances. Instead of sharp editing, there is a smoother rhythm and soft lighting, creating an intimate atmosphere.
Female directors more often use long shots, symmetrical and balanced compositions, and emphasize emotional reciprocity. This gives the scenes a sense of “reality” that appeals to a modern audience that has grown up on streaming and reality TV.
Thanks to this approach, the viewer feels like a participant rather than an observer—not through direct provocation, but through empathy. This is why the female audience segment is growing, for whom JAV was previously inaccessible due to its aggressive visual code.
The emergence of women behind the camera has also sparked a revolution in filming ethics.
Many directors are introducing intimacy coordination, a practice that has long been used in Western cinema. Now, actresses and actors have more control over how they are portrayed.
The use of psychological counseling before filming, discussions of comfort boundaries, and written consent agreements has also expanded. All of this reduces emotional burnout and improves the quality of the product, because the trust between participants translates into authenticity on screen.
This approach also has a positive impact on the industry's reputation: more and more Japanese media outlets are viewing JAV not as exploitation, but as a legitimate segment of cinema that can be both sensual and artistic.
These changes have also proved beneficial from a business perspective.
Films made by women often sell better abroad, thanks to their gentle visual aesthetics and universal language of emotions.
Many studios (such as SOD and FALENO) have launched entire lines of “female directors” to attract new audiences.
In addition, the participation of women in production helps build trust between the brand and viewers. Buyers are more willing to support companies that demonstrate care, transparency, and respect for artists.
The emergence of female directors in JAV is not just a personnel change, but a cultural shift.
It is shaping new standards for intimate imagery, making content more ethical and profound, and paving the way for international recognition of Japanese erotic cinema as an art form.
What was recently considered a marginal niche is now becoming part of Japan's contemporary visual culture.
[Sources]:
- Wikipedia — Japanese adult video