Gwangju Shinsegae Sees Rising Popularity of Parasols Amid Heatwaves and Heavy Rain

Launch of Functional Products Featuring UV Protection and Waterproof Coating

Gwangju Shinsegae Co., Ltd. (CEO Lee Donghun) announced on July 31 that parasols with various features have been gaining popularity recently, considering the rapidly changing weather such as heatwaves and heavy rain.

In particular, as heavy rain and scorching weather with daytime highs exceeding 30 degrees Celsius continue for several days, parasols that can be used for both types of weather are emerging as essential summer items for people of all ages.

At the Estta store on the 3rd floor of the main building of Gwangju Shinsegae, employees are showcasing versatile umbrellas that are useful in changing weather conditions. Photo by Gwangju Shinsegae

Recently, sales of parasols at Gwangju Shinsegae increased by 24.9% over the same period last year during the two months from June.

It is noteworthy that, amid the ongoing heatwave, parasols with designs appealing to a wide range of age groups are being released and gaining popularity. This is especially because, among the MZ generation, it has become common for men to use parasols and to recognize them as a fashion item.

The weather has also had a significant impact. Exceptionally high temperatures have been recorded since June, marking the start of the heatwave, and by early July, the rainy season and showers made it necessary to have both parasols and umbrellas ready at any time.

Parasols, which have become a must-have summer item, feature UV coating and waterproof fabric, providing high levels of light blocking and UV protection, making them effective against both sunlight and rain at the same time.

At the 'W.P.C' parasol brand store on the first basement floor of the main building of Gwangju Shinsegae, men's parasols with simple yet sophisticated designs and durability are being introduced so that men can use them comfortably.

Compact five-fold parasols with a square shape that fit in one hand are also available. These products are ultra-lightweight, offer convenience, provide 99.9% UV protection, and even have a cooling effect by blocking heat.

At the 'estaa' store on the third floor of the main building, parasols featuring vibrant prints on the inside of the fabric are on display. The interior design, which resembles a bouquet of flowers, and the ultra-lightweight construction make them easy to carry even in small bags.

Estaa is a brand specializing in parasols and umbrellas designed to protect the body and enjoy the weather amid climate change, and its name means 'to prevent' or 'to avoid' in Finnish. The brand is gaining popularity for this concept.

Shim Hanseong, head of the accessories team, said, "As rapidly changing weather continues to repeat, parasol items are gaining popularity," and added, "With the younger generation leading the trend, it has become common for men to use parasols, and demand is steadily increasing among people of all ages."