Men, Naver 'Yangsan' Search Volume Increases 6-Fold
Impact of Growing Interest in Skin Beauty and Health Among Men
As the midsummer heat intensifies, more men are using parasols without hesitation, breaking away from the past stereotype of them being 'women's accessories.'
In 2019, Japan's Ministry of the Environment launched a 'Men Using Parasols' campaign as part of heatstroke prevention measures during the summer heatwave. The campaign even encouraged gifting parasols to fathers on 'Father's Day' to make it easier for men to try using parasols comfortably.
A citizen said that their psychological barrier to using parasols lowered after visiting Japan. Son Mo (28) told Yonhap News in an interview, "In Japan, men use parasols without hesitation, which was surprising," adding, "Just as it is natural to use an umbrella when it rains, I am thinking of trying to use a parasol in Korea when the scorching sun shines."
Men's interest in parasols during the summer is also reflected in Naver search volumes. According to Naver Data Lab's Shopping Insight, the number of clicks on 'parasols' by men of all ages increased more than sixfold on the 15th of last month compared to May 1st.
It was also easy to find testimonials from men who purchased parasols on various online shopping malls.
Although parasols have been strongly perceived as women's items, the number of men seeking parasols seems to have increased recently as more men take an interest in skin care and health.
An Mo (62), who enjoys golf as a leisure activity, explained, "On hot days like these, using a parasol makes a world of difference," adding, "It keeps you cool, of course, and also reduces facial tanning."
Jeon Mo, a man in his 30s who works full-time, said, "After heavy rain, the sun shines brightly within minutes during the so-called 'dokkaebi jangma' (a sudden rain shower), so I bought a parasol-umbrella combo that serves both functions," adding, "When I apply sunscreen, my face feels greasy and it stains my clothes, but using a parasol cools me instantly without such inconveniences."
Kim Mo (28) also said, "These days, it's unbearably hot and scorching not only at midday but also during commuting," adding, "I don't think people find it strange when a man uses a parasol, so I don't feel self-conscious about it."
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