Raar, a salon in Tokyo's Shinjuku entertainment district, has recently seen record-high customer numbers. The salon not only provides professional cross-dressing services but also operates a dating app for cross-dressing men and women interested in meeting them. Many other salons also cater to international clients and organize social gatherings.

Two cross-dressed men pose at a Tokyo salon, Japan on 31/8. Photo:@studio_raar/IG

For a fee starting at 7,000 yen (1.2 million dong), customers can transform themselves into women with various styles, such as "sweet Lolita," "pure," or "natural beauty." The salon offers over 1,000 outfits for rent.

After donning bras and stockings, male clients undergo a one-hour transformation involving makeup and facial taping. The salon also provides optional services such as professional photography and coaching in feminine gestures, from how to raise a hand to the face to crossing one's legs.

According to Raar, half of their customers enjoy going out in their female appearance. "It takes courage for the first step, but in Shinjuku Ni-chome, the LGBT district, nobody cares how you dress," an employee encourages clients.

However, the real-world experience isn't always easy. Some individuals still attract attention, especially if they are tall.

Before and after photos of a man cross-dressing at a salon in Shinjuku, Tokyo in 2025. Photo:@studio_raar/IG

In May alone, Raar served 400 clients, its highest number ever. The clientele is diverse, ranging from politicians, company directors, and doctors to students. Megumi Okamoto, the salon's owner, explains that many want a temporary reprieve from "their professional titles, family roles, and even their male gender."

To meet the demand for connection, Okamoto launched the online dating service Jojo in late 2023. Men post photos of themselves in women's clothing on the app. Over 10,000 people have registered, with women comprising nearly 70%.

"Initially, I just wanted to chat, but now I have a boyfriend, and we enjoy wearing matching dresses," said a 30-year-old female user of the app.

This market also caters to different segments. Zoom in Ebisu ward specializes in serving wealthy foreign clients, charging up to 100,000 yen (16-17 million dong) per day. Meanwhile, Milky in Akihabara, the "capital" of manga culture, focuses on community interaction through cross-dressing parties.

A group of cross-dressed men at a gathering in Tokyo in early 2025. Photo: Hideki Yoshikawa

Men seek out this service for various reasons: fulfilling childhood dreams, escaping gender stereotypes, or simply seeking a novel experience.

Nahomi Ikeda, owner of Zoom salon, noted that a decade ago, cross-dressing was taboo, but now diversity is embraced, and barriers have lowered.

Some male clients say they visit salons to better understand women. Okamoto believes this experience helps men become more sensitive and even learn how to treat their partners with greater tenderness.

"After this experience, you'll probably never say, 'Why does it take you so long to put on makeup?' again," she said.

Minh Phuong (According to Nikkei)