An old jidaigeki-relatedmeme wherein someone (usually a middle-aged man) pulls on the obi of a young woman wearing a kimono, causing her to spin around as it unravels. Usually accompanied by the tugger saying "It's fine, isn't it? (よいではないか、よいではないか)" in a sexually suggestive tone, while the young woman says "ohhh myyyy~! (あ～れ～)" as she spins.
This is, of course, an inherently voluntary game the two are playing, as simply putting her arms down would stop the young woman's obi from unraveling.
