Abstract: Is it possible to imagine a form of sex-positive feminism in a Japan that denies women active sexualities? This presentation examines representations of female sexuality in post-growth neoliberal Japan. I question why feminist conceptualizations of women’s right to pleasure have failed to make inroads in a Japan that clings to a pronatalist, pro-growth ideology as the result of growing anxiety over the country’s economy and future. The growth of an adult industry catering to women may have been born out of a desire on the part of companies to expand their customer base, yet also indicates an interest in sex-positive discourses on the part of female consumers. Examining a number of female-friendly adult companies, I contemplate whether this phenomenon can be considered feminist, or if it serves as an example of what Andi Zeisler (2016) has termed “marketplace feminism”. The pro-sex industry may be thoroughly commercialized, yet it also offers a space in which women may explore discourses of sex and pleasure that were not previously available.