Which sexual wellness brands do AI assistants recommend in Japan? Q4 2026
In Japan, AI assistants most often recommend Okamoto, Sagami and Durex for sexual wellness. Okamoto is named by 5 of 5 assistants.
What the data says
Okamoto (Okamoto Industries) is the sexual wellness brand AI assistants recommend most in Japan, taking 25.4% of all recommendation points across 5 assistants. Sagami follows with 18% and Durex is third with 15.2%.
Okamoto's lead over Sagami is 7.4 points, a clear advantage in how AI shortlists the category.
DeepSeek puts Okamoto first, while ChatGPT favours Sagami, Claude favours Durex, Gemini favours JEX and Grok favours JEX.
The top five brands hold 77% of recommendations out of 16 brands named in total, so AI answers in this category are highly concentrated.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Okamoto | Okamoto Industries | 25.4% | 67 | 47 | 70 | 35 | 35 |
| 2 | Sagami | Sagami Rubber Industries | 18% | 68 | 12 | 50 | 25 | 25 |
| 3 | Durex | Reckitt | 15.2% | 32 | 60 | 40 | 8 | 12 |
| 4 | JEX | JEX | 10% | – | – | – | 45 | 55 |
| 5 | TENGA | TENGA | 8.5% | 25 | – | – | 35 | 25 |
| 6 | K-Y | Reckitt | 4.5% | 8 | 25 | 12 | – | – |
| 7 | Okamoto Zero One | Okamoto Industries | 4% | – | – | – | 20 | 20 |
| 8 | Crown | Generic | 2.8% | – | 20 | 8 | – | – |
| 9 | Fuji Latex | Fuji Latex | 2% | – | – | – | 12 | 8 |
| 10 | Sagami Original | Sagami Rubber Industries | 2% | – | – | – | 12 | 8 |
| 11 | Pepe | Generic | 2% | – | – | – | 8 | 12 |
| 12 | Astroglide | BioFilm | 2% | – | 20 | – | – | – |
| 13 | Kimono | Mayer Laboratories | 1.2% | – | – | 12 | – | – |
| 14 | Trojan | Church & Dwight | 0.8% | – | 8 | – | – | – |
| 15 | pjur | pjur Group | 0.8% | – | 8 | – | – | – |
| 16 | Pepee | Generic | 0.8% | – | – | 8 | – | – |
Questions about AI sexual wellness recommendations
- Which sexual wellness brand does ChatGPT recommend most in Japan?
- ChatGPT recommends Sagami most often for sexual wellness in Japan. Across all assistants, Okamoto leads with 25.4% of recommendations.
- Which sexual wellness brand is improving fastest in Japan?
- TENGA has the strongest momentum among challengers: AI names it first in 1 of 3 answers where it appears, while holding 8.5% share. This is the first Q4 2026 reading; change over time will be shown from the next update.
- How is the ranking calculated?
- We ask each AI assistant the questions shoppers ask in each category and market, record the top five brands it names, and give 35, 25, 20, 12 and 8 points for positions one to five. Share is a brand's points divided by all points awarded.
Sexual Wellness: AI rankings by country
Covers: Sexual Wellness: Condoms, Sexual Wellness: Lubricants.
Method: each AI assistant is asked the shopper questions for every segment in the category and market; the top five brands named score 35, 25, 20, 12 and 8 points. Share is a brand's points divided by all points awarded. Rankings reflect AI answers, not sales.
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