It's hard to miss the images of Japanese schoolgirls on advertisements, anime and music videos on the streets of Tokyo.
The schoolgirl trend has been widely popular, earning businesses and music producers big bucks.
Now others are trying to cash in on the trend with their staff.
So-called 'JK cafes' are the latest to make the most of the schoolgirl trend.
Joshi-Kosei, or high school girls, as young as 16 earn about eight dollars an hour to socialise and serve food and drink to men often twice their age.
Japan's schoolgirl trend has some child experts concerned it's leading to child exploitation. (CNN) Source: CNN
The girls dress in their actual school uniform, which consists of a short skirt and fitted sweater.
The cafe has a no dating policy, but sometimes customers bring expensive gifts for the girls.
Cafe owner, Hideki Yamanaka says his staff of 80 female highschool students must have a signed permission slip from their parents.
Other JK businesses go a step further in their attempt to capitalise on the trend.
There are JK Massage Palours and even clothing stores selling supposedly used underwear.
Some businesses offer "JK Walking Dates", where customers can pay for an hour and leave with a girl. The walks are unsupervised.
Child advocacy groups say walking dates are a common front for prostitution.
In an interview with CNN the executive director of the Lighthouse Centre for Human Trafficking Victims, Shihoko Fujiqwara, said Japan's shame-based culture and victim blaming maked it difficult for girls to speak up and seek help.
In October, organisations and activists fighting child pornography called on the Japanese government to do more to protect young victims and crack down on the producers and consumers of child porn.
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"There is no denying that Japan remains a country tolerant of child pornography," they said in a petition signed by a number of leading non-government organisations, including Lighthouse.
The petition calls for the law to be revised to outlaw much of the JK trade, including underage massages and walking dates.
The age of consent in Japan is 13, though individual prefectures and cities often have their own legislation governing this area, meaning it varies between 13 and 17.
