A changing industry landscape
There is a second renaissance of the Japanese AV industry in 2025.
The market has changed radically since the pandemic sparked digital
transformation and an exodus to streaming.
Observer have become ever more active — following releases, ratings, and
actresses’ diafbeutes almost as closely as music or movie news, thanks to the
emergence of new platforms, fan clubs, and analysis services (JAVSiri et al).
One of the most loved categories in 2025 was the CUP S.
These models create visual trends, curate the style of new developments, and
frequently represent large brands in ads.
And now, let us see which stars shone the brightest in the ratings this year.
- Eimi Fukada — The End of One Generation, Where the New Wave Begins
In fact, Eimi Fukada is topping the least for the
third year in a row.
By 2025, because she was still very active in
her acting career, she began her own
production project where she helps new actors
kick start their careers.
A new album in the “emotional realism” genre became a commercial
success for her, and she gained outside notoriety through her
appearances in a documentary-style series of the media avenues of
actresses.
Crossover of a pop star image and studiousness of profession have turned
Fukada into a fully-fledged media brand that sets the agenda within the
wider marketplace.
2. Riri Nanatsumori — The Silent Force of The New Generation
The find of 2024 and as good as made in 2025:
Riri Nanatsumori.
She is a new breed of artist, one not driven by
the desire to be provocative, but rather to be
natural, emotional and more visually harmonious.
In 2020, Nanatsumori was awarded a Tokyo
Media Award for her “groundbreaking
contribution to AV visuals” for her involvement in
projects involving female directors and alternative
editing.
This gives her a more Japanese aesthetic of restraint in her ads and VR
releases when compared to her competition.
3. Yua Mikami — would continue to shape the industry as a producer and brand ambassador, before officially retiring in 2023.
In 2025, she embarked on a multi-project
collaboration with fashion house Shibuya Mode
and the FANZA platform, merging high fashion
highbrow sensibilities with the actress’s lowbrow
public image.
And her archetype has become a trend for the many young artists: the
switch from a screen career to controlling management and content.
4. Rena Miyashita — a new icon of the streaming era
It is her acting talent and ability to work with the
audience that puts Rena Miyashita on the map
almost instantaneously.
This amassing of characters along with all the
buzz on Twitter/X and 17LIVE has attracted her
a ton of fans, and also set the standard for 4K
releases on those streaming platforms.
One of the first wrestlers to utilize AI analysis of
feedback to change her in-ring performances and angles was Miyashita.
This way, by 2025, an actress isn’t just an actress; she’s a demographic
analyst.
5. Karen Kaede — a comeback with a new image
After two years, Karen Kaede made her comeback
in 2025.
It was a major return for her — her new concept for
“mature minimalism” was embraced wholeheartedly by both fans and critics.
Kaede works with young directors, stressing on
story and real emotion
Her journey indicates that contemporary industry is ready for the content to
mature, which is high on writing and cinematography
Trends for 2025
- AI personalization: Actresses use analytics to select genres and plots.
- Female directors: More and more projects are being created by women,
which increases aesthetic diversity. - Hybrid releases: content is released simultaneously on streaming services, in
NFT format, and in limited VR versions.
Conclusion
2025 has become a year of maturity for the JAV industry.
CUP S stars have proven that success is now measured not only by the
popularity of releases, but also by the ability to manage oneself as a brand.
Modern actresses are not just screen heroines, but strategists, directors, and
producers who are shaping the future of the Japanese media business.
SOURCES:
WIKIPEDIA — JAPANESE ADULT VIDEO
NIKKEI ASIA — “JAPAN’S MEDIA ICONS REDEFINE ADULT ENTERTAINMENT AS BUSINESS”
JAVSIRI — 2025 TRENDS AND RANKINGS OVERVIEW
