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Ironically, as Japan's birth rate falls and its government remains socially conservative, Japanese AV is one of the country's most successful soft-power exports, second only to anime and video games. There are "AV idol" fan clubs in Brazil, France, and South Korea.

The 1980s and 1990s are often referred to as the "Golden Era" of Japanese AV. During this period, the industry saw rapid growth and innovation. The introduction of VHS made it easier for AVs to be distributed and consumed. This era also saw the rise of idol AV, where popular or soon-to-be-popular talent appeared in adult videos, blurring the lines between adult entertainment and mainstream celebrity culture. japanese av