The Heisei era brought significant changes, and the adult entertainment industry diversified in response. As niche services catering to specific fetishes emerged and economic factors led to the spread of low-cost sex shops, the women working in the industry began shifting toward an amateur image. This trend sparked a boom in female college students and MILFs, with establishments offering full-service experiences spreading across the country. However, after the crackdown on illegal sex acts in Nishikasai, underground brothels in Kabukicho, Gotanda, Osaka, and other areas began to decline. In their place came massage esthetic salons. Men's esthetic services featuring handjob services became mainstream, followed by the rise of Shemale brothels and footjob-specialized health clubs. These full-service establishments went on to lead the new adult entertainment industry.