Often refers to "Jack-off instruction" or "Jerk-off instruction" Involves a girl or a guy "instructing" the audience how and when to stroke and how/when to ejaculate while often teasing or performing other sexual acts. It's mostly mixed with cosplay and other fetishes like foot worship, femdom and BDSM.
Saul: Holy shit dude, I've just busted the biggest load on some shit called JOI, you know of it?
George: Yeah, bro. My older sister used to film JOI when parents kicked her out
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