[2] Some wasei-eigo terms are not recognizable as English words in English-speaking countries; one example is sukinshippu (スキンシップ, "skinship"), which refers to physical contact between close friends or loved ones and appears to be a portmanteau of skin and kinship.
When these loanwords become so deeply embedded in the Japanese lexicon, it leads to experimentation and re-fashioning of the words' meaning, thus resulting in wasei-eigo.
[1]: 127 Many scholars agree that the main proponent behind these wasei-eigo terms is the media, in order to create interest and novelty in their advertising and products.
[1]: 133 The use of English words is also an attempt by advertisers to portray a modern, cosmopolitan image – one that is often associated with Western culture.
[9]: 49 In addition, many wasei-eigo words are used to camouflage risqué terms and ideas, such as the famous rabuho (love hotel), or the many massaaji (massage) and saabisu (service) associated with taboo topics.
[9]: 52 Further, being non-native Japanese words and marked as foreign in their writing, they can be associated with concepts and subjects that are non-normal, or uncommon in Japan.