I spotted this sign in Shinjuku, and at first assumed it was yet another hostess bar. But, no, it’s a “new half” showhouse named Guppy. “New half” or ニューハーフ (nyuu haafu) is a relatively recent slang for transgender and/or transsexuals, mostly male to female.
Although it’s obviously drawing on English, the slang doesn’t really make sense to me: what’s new about feeling that you are in the wrongly gendered body? And what’s half about gender change? These girls look all girl to me!
Several transsexuals are now popular TV idols, the most famous being the super-charming Haruna Ai (はるな愛). I love her official blog banner with “AI am a girl” headline. She’s on the little screen almost every night.