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Like Jeju haenyeo, ama in Japan are professional female divers who dive without breathing apparatus and gather marine products underwater. The ama dove wearing only loincloths before they wore the white cotton suits called isogi. The time frame in which they began to wear the isogi varied according to the period when tourists began to visit their villages. The ama in Shima Peninsula wore the isogi in the 1920s as they became the main tourist attraction. As the ama began to wear wetsuits in the 1960s throughout Japan, the isogi became 'traditional' diving suits that nowadays they do not wear when gathering marine products underwater. When they dive to catch the abalone for the gods as part of the traditional sacred festivals, however, Shima ama wear the white isogi over the black wetsuits. Wearing the white isogi, the diving women in Mikimoto Pearl Island of Shima Peninsula demonstrate free-diving without breathing apparatus to visitors. These demonstration divers in the tourism industry exhibit the image of a sexy, while-clad ama that appeared on the tour posters during the 1960s and after, as well as the imagery of the ama as pearl divers. The ama at Gosode in the northern part of the main island of the Japanese Archipelago have been showing their free-diving skills without breathing apparatus, which are called sumoguri, to tourists during the season of sea-urchin (July to September) since 2010. Even though they usually dive wearing the wetsuits, they wear the isogi, which were last officially worn around 1960, when they show their sumoguri to tourists. The isogi associated with the past or the tradition have attracted tourists in Shima and Gosode. Since the isogi show the sexual image of the ama as well as the tradition of free-diving, tourists eagerly consume both.