Perceived Temperature Drops to -10°C, Prevents Hair Loss... Men Say "We Should Use Parasols Too"

Significant Increase in Parasol Purchases Among Men Aged 30-40
Lowering Perceived Temperature and Blocking UV Rays
Japan Launches 'Use Parasol Campaign'

As the heatwave continues with temperatures hovering around 35 degrees Celsius day after day, sales of parasols are rapidly increasing. Notably, consumers purchasing parasols are rising not only among middle-aged and older adults but also among the younger 30s and 40s age group.

According to Hyundai Department Store on the 3rd, parasol sales from the 25th to the 31st of last month, when the rainy season ended and the heatwave began in earnest, rose 107% compared to the same period last year.

A woman wearing a sun hat. The photo is not related to any specific expression in the article.

At Lotte Department Store, parasol sales increased by 45% from the 21st to the 31st of last month. During the first weekend after the rainy season, from the 28th to the 30th, sales surged by 60%.

In the past, there was a stereotype that parasols were mainly used by middle-aged women, but this time, male customers in their 30s and 40s are also increasing. According to Gmarket, the sales volume of parasols in the past month increased by 70% compared to the same period last year, with the purchase growth rate among men at 12%, surpassing women at 5%. By age group, parasol purchases among the 30s and 40s generation rose 11% compared to last year.

Parasols are very effective in preventing heat-related illnesses. Simply using a parasol during the peak of the heatwave can reduce the perceived temperature by up to 10 degrees and the surrounding temperature by 7 degrees. Because they block strong ultraviolet rays, parasols are also perfect for protecting skin and hair health.

On the afternoon of the 21st, citizens who wrote Yangsan are passing through Haman Lotus Theme Park in Gaya-eup, Haman-gun, Gyeongnam. [Image source=Yonhap News]

Japan, which suffers from extreme summer heat comparable to Korea, has also been conducting a nationwide "men's parasol use" campaign. The men's parasol use campaign has been a voluntary movement by the private sector since the early 2010s, aiming to create an atmosphere where men can naturally use parasols and go out.

Some local governments in Korea are also actively encouraging parasol use. Seoul's Seongdong-gu, Busan's Dong-gu, Pyeongchang-gun, and Buyeo-gun have installed free parasol rental stations or are conducting parasol use campaigns.