Most content of this nature is generally involving painful pressure placed upon the soles, in the tone of 'endurance test'. It's a common game used on Japanese television, and rarely involves tickling. The masseuse in question presses the palm of his hand, or knuckles, firmly into a tender area, much like a 'noogie' for the foot.
The general exclamation of pain, "Itai!", is often heard, and 'itai' is rarely used when a person is being tickled, just as how Americans often do not say 'ouch!' when being tickled.
Of course, some of these instances happen to tickle the said female, but that's generally not the goal.