Men turn to sun umbrellas to beat the heat in 2024
Summer style in Japan has long been associated with suit-free “cool biz” attire or yukata-clad festivalgoers. But there’s a notable new trend popping up nationwide: men wielding sun umbrellas.
Once predominantly an accessory for women, sun umbrellas, or parasols, are now soaring in popularity among men as a practical solution to Japan’s scorching summer heat. That’s according to Rakuten Ichiba, which recently unveiled three key trends to expect in the summer of 2024, based on a consumer survey and purchasing data from Japan’s leading e-commerce website.
Men take to the shade in style
With record-breaking heat sending the mercury soaring in the land of the rising sun, staying cool outdoors has become a top priority. For those seeking some respite, Rakuten Ichiba offers over 300,000 sun protection products, transactions for which grew approximately 30% in 2023 compared to the previous year.
These summer essentials are not just growing in sales but also in diversity.
Popular items such as sun hats, portable fans, and cooling towels have evolved to meet user needs. Portable fans, for example, are now available in neck-hanging and stroller-attachable models. Vapor-spraying drink bottles and mist shower umbrellas have also hit the market for people who enjoy the sensation of cooling mist.
The biggest attention-grabber this year, however, is the sun umbrella.
Rakuten’s data shows these handy items – previously considered a women’s accessory, popular with sun-safe shoppers and commuters during the day – are now surging in demand among men. Sales have skyrocketed 330% over the past four years, with purchases by men up a staggering 2280%.
Shifting societal perception appears to be a key cause. 40% of respondents to a recent Rakuten survey*1 revealed they felt no discomfort towards men using sun umbrellas. More than 30% said they previously felt discomfort but no longer do, indicating growing acceptance across the consumer spectrum.
Aside from sun umbrellas, men are also increasingly reaching for the sun cream, as the rising heat spurs interest in sun protection overall. Sales of men’s sunscreen products increased almost threefold, and beauty balms offering sun protection were also up 330% over the past four years.
Consumers turn to cost-saving cooking tech
When not dodging solar rays, consumers in 2024 are mostly concerned about one other thing: rising prices.
About 90% of respondents to Rakuten’s survey said they are mindful of saving money. When asked about categories where they are trying to save, groceries ranked first, followed by utilities and eating out. Notably, when the same respondents were asked about where they wanted to indulge, eating out took the top spot, followed by groceries and fashion. This juxtaposition shows food is something consumers want to savor, while also trimming down on costs.
On Rakuten Ichiba, shoppers are turning to kitchen appliances that allow them to do just this.
Sales for gadgets such as food dehydrators, yogurt makers and soymilk makers doubled from March to May 2024 compared to the same period last year. Shoppers say they are drawn to these products because they allow them to make tasty items that would otherwise cost a lot more in-store.
As inflation in Japan hits levels not seen since the 1980s, innovative kitchen appliances are becoming must-have items for shoppers looking to future-proof their diets, while upgrading their culinary game.
International culinary adventures get gachi
Two years ago, a new phrase started to take root among foodies in Japan.
“Gachi Chuka” (literally, “serious Chinese”) refers to authentic Chinese cuisine enjoyed by people in China, as opposed to Chinese food adapted to Japanese tastes. Interest in authentic international gourmet food has since continued unabated, and on Rakuten’s online marketplace, demand for gourmet food from around the world has boomed.
In 2023, sales for the top 20 countries grew more than threefold compared to 2019. Leading the pack was Singaporean cuisine, up a huge 1320%, followed by Peruvian food, up 1310%, and Turkish and Mexican cuisine, up 570%.
Driving this gachi international food trend is an eagerness to try new and extraordinary flavors. Survey respondents said they wanted to experience something they’d never eaten before and tastes they don’t come across in everyday life.
Another factor is the limited number of Japanese consumers heading abroad. When asked about summer travel plans this year, only 4.4% of respondents said they would travel overseas. Nearly 32% said they wanted to but couldn’t, mainly due to financial constraints. With the weak yen making international travel harder to stomach in 2024, it’s easy to see why Japanese shoppers are heading online to indulge in global cuisine from the comfort of their homes.
Whether it’s staying cool, saving yen or savoring global flavors, 2024 is shaping up to be a summer where practicality meets style. Next time you see a salaryman sporting a sun umbrella, know that he’s not just protecting himself from the sun – he’s also embracing the hottest trend this season.
*1 Survey conducted by micro job platform Rakuten Super Mini Job.
