"Embarrassing but Refreshing to Use"... Rediscovering Yangsan's 'It Item' That Lowers Perceived Temperature by 10 Degrees [Youth Report]

Early Heatwave Increases 'Yangsan-jok' Population
Rising Popularity of Sun Umbrellas Amid Localized Heavy Rain Forecasts

This summer, the early arrival of the heatwave has led to a noticeable increase in young people seeking parasols. Originally considered the exclusive domain of middle-aged women, parasols have recently become a summer item used by people of all ages and genders due to the ongoing scorching heat. Moreover, with the so-called 'Dokkaebi Jangma'?sudden heavy rains?expected to continue this year, the demand for umbrella-parasol hybrids (uyangsan) that serve both functions is also rising.

Heat Knows No Gender... Parasols Gaining Popularity Among Men Too

Citizens are shading themselves with parasols from the sun in Myeongdong, Jung-gu, Seoul. Photo by Jin-Hyung Kang aymsdream@

According to keyword search volume analysis site Black Kiwi on the 21st, the number of searches for 'yangsan' (parasol) on Naver from the beginning of this month to the 20th reached approximately 280,000, marking a 162.51% increase compared to the previous month. Searches for 'uyangsan' (umbrella-parasol) also rose by 155.09% during the same period. Parasols help block sunlight, reducing the perceived temperature by 7 to 10 degrees Celsius. They also offer high ultraviolet protection, which helps prevent heat-related illnesses, skin diseases, and hair loss. Notably, while sunscreen effectiveness lasts at most two hours, studies have shown that parasols can block up to 99% of UV rays.

Interest in parasols is translating into actual purchases. According to e-commerce platform Gmarket, sales of parasols surged by 112% in the recent period (June 11?17) compared to the same period last month.

Parasols were initially thought to be the exclusive item of middle-aged women. In the past, the National Institute of the Korean Language's Standard Korean Dictionary defined 'yangsan' as "a large umbrella-shaped object mainly used by women to block sunlight." However, in 2021, the phrase "mainly used by women" was removed. This change reflects the fading social stereotype that only women use parasols.

On fashion communities, posts requesting "recommendations for men's parasols" have been increasing. One male netizen said, "I bought the simplest parasol possible," adding, "It's hot, so why worry about others' opinions? Honestly, I felt a bit embarrassed before using a parasol, but once I started, it felt cool and blocked the sunlight, which is great."

Japan Also Sees Spread of 'Men Using Parasols' Movement

Japanese men participating in the 'Yangsan Sseugi' campaign.
[Image source=Yonhap News]

In Japan, since 2018, the 'men using parasols' movement has spread, making it natural for men to use parasols. The Japanese Ministry of the Environment produces advertisements every year on Father's Day, June 16, encouraging people to gift parasols to their fathers to break the stereotype that parasols are exclusively for women. Additionally, materials emphasizing parasols' shading effects are displayed in department stores nationwide.

Local governments in Korea are also encouraging parasol use by providing 'parasol rental services' through community centers. Last year, districts such as Gangseo-gu in Seoul, Dong-gu in Busan, and Dalseong-gun in Daegu implemented parasol rental projects. Particularly, Daegu?nicknamed 'Daefrica' (Daegu + Africa, referring to its extremely hot weather)?has been lending parasols to citizens since 2019 to encourage their use.

This Year Also Expected to Have Localized Heavy Rain... Rising Popularity of Uyangsan

A citizen is walking while shading themselves from the sunlight with a parasol in the Sogong-dong area of Jung-gu, Seoul. Photo by Jo Yongjun jun21@

Following parasols, the popularity of umbrella-parasol hybrids (uyangsan) is also increasing. Uyangsan products combine waterproofing and UV-blocking coatings, allowing them to be used as parasols in sunny weather and as umbrellas when it rains. A 28-year-old office worker who purchased an uyangsan earlier this month said, "I was going to buy a parasol because the sun was harsh, but I remembered last year's intermittent rain, so I bought an uyangsan. It’s a handy item I always carry now because it protects me from sudden heavy rain and strong sunlight."

In fact, this year's monsoon season is also likely to feature localized heavy rain similar to last year, characterized by intense downpours over small areas in short periods. Localized heavy rain refers to rainfall exceeding 80mm per hour within a narrow area of about 5km in diameter. Until a few years ago, the monsoon covered wide areas extensively, but due to climate change, localized heavy rain has become more frequent. The Korea Meteorological Administration forecasts that sea surface temperatures around the Korean Peninsula will be 1 to 3 degrees Celsius higher than average this year, predicting popcorn-like localized heavy rain when rain clouds pass through.