Yes, I think so, and for as long as I can remember. It probably goes back many centuries!
More than 30 years ago, back in the late 1980s, I remember the late Australian broadcaster Clive James presenting a series showing weird TV shows from around the world, and one very regular feature was the "Japanese endurance tests". These were basically sporting shows involving lots of young men in Japan having to drink lots of fluids and the winner would be the last to be forced to use the toilet. The guys would also be teased physically by all sorts of means while they were desperate, tickled or worse. Absolutely unbelievable for Western audiences, especially back then, hence their inclusion in Clive James' show, but apparently quite typical in Japan.
I believe the word Omorashi has Japanese origin.