#Germany #Düsseldorf #TENGA #Koichi Matsumoto #Hochschule Düsseldorf

A Special Lecture by TENGA's Founder in Düsseldorf

On May 28, 2026, Koichi Matsumoto, the founder and CEO of TENGA, delivered a remarkable guest lecture at Hochschule Düsseldorf's Faculty of Business Administration. This event was part of a special initiative known as Japan Week, organized by the city of Düsseldorf and led by Professor Oleksiy Havyuk, who teaches a course entitled "E-Business: Digital Business Models."

The lecture attracted approximately 40 participants, including students and faculty from various disciplines, as well as local business representatives and members of the Japan-Germany community. Attendees were eager to learn about TENGA's innovative strategies in brand development and its transformative approach to societal perceptions within the adult industry.

Matsumoto shared his entrepreneurial journey, from the foundational experiences that shaped his vision to the establishment and global expansion of TENGA. His insights reflect not only a passion for creativity and innovation but also a commitment to redefining the marketplace for sexual wellness products.

Key Takeaways from the Lecture

Embracing a New Category

Matsumoto opened the lecture by discussing his early career as an automotive mechanic, where he learned the importance of listening to customer needs. This approach to creating products with genuine value laid the groundwork for TENGA's philosophy. He recognized that core human desires, like those associated with food and sexuality, are integral to the human experience. This realization became the foundation for his business.

Matsumoto highlighted the disconnect he felt in the existing market, where sexual products were neither treated as consumer goods nor subject to quality standards. Rather than competing within this outdated framework, he aimed to establish a new category that embraced sexuality in a positive light.

Innovative Branding and Design

The TENGA brand made its debut in 2005 after three years of development, underpinned by rigorous branding efforts. Matsumoto emphasized the concept of creating a new category of products within mainstream markets, utilizing the rising platforms of the Internet and social media to communicate effectively. His commitment to sincerity in branding resonated deeply, generating widespread engagement and empathy from the audience.

He stressed that no matter how compelling the marketing, products must deliver genuine satisfaction. The blend of functionality and aesthetic appeal, he explained, is what allows TENGA products to seamlessly integrate into daily life as normal consumer goods while enriching personal experiences.

Expanding the Product Range for Sexual Wellness

In the latter part of his lecture, Matsumoto elaborated on TENGA’s expansion into areas addressing sexual health issues, including male performance support and fertility products through the TENGA Healthcare brand. He also discussed the launch of the women-oriented brand "iroha" in 2013, designed to create desirable and empowering products tailored to female users, broadening its scope toward holistic femcare solutions.

Challenging Norms for New Values

Matsumoto concluded his talk by urging students to challenge societal norms and perceptions. He illustrated that previously taboo topics hold potential for innovation and value creation. He asserted that the key to identifying new markets lies in pursuing products that genuinely delight people. Encouraging the younger generation to trust their instincts and creativity, he concluded with a hopeful message: the pursuit of what brings joy can lead to new opportunities and markets.

Event Overview

• - Date: May 28, 2026
• - Time: 15:00 - 16:00 (Local Time)
• - Venue: Hochschule Düsseldorf, Makerspace
• - Speaker: Koichi Matsumoto, CEO of TENGA
• - Host: Professor Oleksiy Havyuk, Faculty of Business
• - Attendance: Approximately 40 participants from the university and local business community

TENGA’s Engagement in Düsseldorf

Since establishing TENGA Europe GmbH in Düsseldorf in 2018, the city has served as a significant hub for TENGA's European operations. Düsseldorf maintains a strong relationship with Japan and hosts one of the largest Japanese communities in Europe.

As part of Japan Week, TENGA launched its first European pop-up store and continues to participate in major events like DoKomi, aimed at fostering cultural exchange between Japan and Germany. TENGA is committed to enhancing its business operations in Europe while supporting local community engagements and cultural activities.