Japan's Men Turn to Parasols as Extreme Heat Changes Everyday Habits

Portable shade gains ground on Tokyo streets

Forty-four percent of men responding to a Tokyo Metropolitan Government survey said they used a parasol in 2025, a striking shift for an accessory long associated with women. The September survey, which drew about 8,400 responses from people who live, work or study in Tokyo, found that 91 percent of women used one.

Most male users said their main reason was to stay cooler during the most intense heat. After a punishing summer of routine heat alerts, commuters searching for shade and steady flows of patients with heat illness, portable protection from the sun has become a practical addition to fans and hats.

New users accounted for much of the change. Among men who carried parasols in 2025, 44 percent had started that year, 23 percent began in 2024 and 13 percent started in 2023. More than half of men in their twenties and thirties reported using one. Usage was lowest among men in their fifties, at 39 percent.

Social discomfort also appeared less powerful once men tried carrying their own shade. Among male users, 61 percent said being seen with a parasol did not bother them, while 34 percent said it bothered them less than expected. The findings provide a snapshot of changing habits among respondents connected to the capital, where younger men appear to be leading adoption.

Japan's increasingly dangerous summers give that change a health dimension. National agency figures put average annual heat stroke deaths at 67 before 1993, more than 1,000 during the 2010s and about 1,253 during 2020 to 2022. During a single week in July 2024, more than 9,000 people were hospitalized for heat stroke nationwide. Carrying shade is becoming part of how people manage exposure while continuing everyday journeys.

How dangerous heat reshaped daily life

Kumagaya, northwest of Tokyo, reached 41.1 degrees Celsius in 2018, the highest temperature recorded in Japan at the time. Tens of thousands sought care for heat illness that year, and the Japan Meteorological Agency warned that summer conditions had become dangerous.

A spokesperson for the Japan Meteorological Agency, responding to the surge in casualties in 2018, described the severity of the heat before urging protective action:

We recognize it as a natural disaster.

Concrete, asphalt and glass trap and radiate heat in cities, particularly at night. Humidity adds to the strain on the body. In some years, an early end to the rainy season also removes cloud cover that would otherwise provide cooling. Older people, including the many who live alone, face particular risks.

Emergency services and local governments have repeatedly urged residents to avoid exertion, seek shade and drink water during the hottest hours. For people who still need to walk to stations, shops or workplaces, a parasol provides shade without using electricity and reduces exposure to direct sunlight and radiant heat.

Several earlier events help explain how today's habits developed:

• 2018: Kumagaya reached 41.1 degrees Celsius, while Tokyo and eight surrounding prefectures organized a free parasol rental event.
• 2022: Extreme June heat prompted warnings about tight electricity supplies around Tokyo.
• 2023: A survey based study of Tokyo residents examined gender expectations and confidence in using umbrellas for heat protection.
• July 2024: More than 9,000 people were hospitalized for heat stroke nationwide during one week.
• September 2025: Tokyo surveyed app users about parasol use, finding that 44 percent of male respondents used one that year.

Why social confidence matters

Tokyo's survey suggests that trying a parasol can change how men feel about carrying one. Many adopted the habit during intense heat, then found both relief and greater social acceptance than they had anticipated. The figures on first use and discomfort show how practical experience and changing expectations can work together.

A 2023 survey based study of Tokyo residents found that both men and women associated umbrellas used for heat protection more strongly with women. That association was more pronounced among men, who were less likely to carry an umbrella for shade.

The study concluded that confidence in taking protective action mattered more than the perceived effectiveness, cost or effort involved. Campaigns that make male parasol use seem normal, and help men feel comfortable doing it, can therefore encourage adoption.

The 2025 findings fit that explanation: many male users began recently, while most reported little concern about being seen. Younger respondents had the highest usage rates, although the 39 percent recorded among men in their fifties shows that the habit extends beyond the youngest adults.

What a parasol changes in the heat

A parasol blocks solar radiation, the energy from sunlight that warms skin, clothing and surrounding surfaces. With less of that energy reaching the body, there is less heat to release through sweating and moving air. The air around a person can remain hot while standing or walking under shade feels cooler.

Trials led by Japan's Ministry of the Environment found that parasols reduced Wet Bulb Globe Temperature, known as WBGT, by 1 to 3 degrees Celsius. Other environmental studies in Japan reported drops in perceived temperature of up to 7 degrees when an umbrella was used as a parasol.

WBGT combines air temperature, humidity, wind and solar radiation into a measure of heat stress. Public health and workplace safety officials use it to judge how difficult conditions are for the body. As it rises, the risk of heat stroke increases, particularly for older adults, children and people doing physical work.

A reduction of a few degrees can matter. In government trials, a fall of 1 to 3 degrees moved readings from a higher alert level to a lower one. A parasol lowers the radiant heat reaching the body, bringing conditions closer to a safer range even though it leaves the air temperature unchanged.

The amount of relief depends on the canopy's material, color and reflectivity, along with the angle of the sun and the wind. Combining portable shade with regular water breaks and rest offers greater protection than relying on any one measure alone.

Fabrics and designs broaden the appeal

Japanese manufacturers have developed parasol materials that block more than 99 percent of ultraviolet light and reflect a similar share of visible light. Ultraviolet protection limits exposure to UV, while reflective fabrics also reduce the sunlight absorbed by the canopy.

A fabric called Summer Shield is designed to reduce felt heat beneath the canopy by roughly 4 degrees Celsius or more. Shading the head, face and neck can also delay dizziness, headaches and dehydration that often precede heat stroke.

Lightweight frames, mechanisms that allow quick folding and compact sleeves make parasols easier to carry between train rides and meetings. Rounded tips help children carry them safely on journeys to and from school. These details make an item useful for more than a single walk in bright sunshine.

Retailers are also offering simpler, neutral designs for men who want protection without conspicuous patterns. Dense woven canopies, reflective coatings and frames that balance strength with low weight put function at the center of the product.

Foldable versions fit into briefcases and backpacks, matching commuting routines. Compared with a rain umbrella, a parasol intended for heat is designed primarily to block light and radiant energy rather than withstand strong winds and heavy rain. Canopies with two layers for stability and airflow, vented tips and linings resistant to UV have made them more comfortable on sunny days.

Sales and searches reflect changing habits

Online rankings in Japan have increasingly featured products marketed as parasols for men over the past few years. Customer reviews commonly mention cooler walks and less sunburn, reflecting the mixture of comfort and skin protection that motivates buyers.

Brands previously focused on rain gear now display summer ranges that include parasols, cooling scarves and light fabrics for shirts and hats. The style is often understated, with health and comfort taking priority over decoration.

The Tokyo survey helps explain the audience for those products. Men who first tried a parasol during severe heat are finding designs that fit their workday and reports of social discomfort that are lower than many expected.

Outdoor workers need more than personal shade

Construction crews and delivery workers face prolonged exposure while doing physically demanding work. Heavy exertion, sunlight and high humidity have contributed to disproportionate rates of heat stroke among outdoor workers, making shade, scheduled breaks and cooling clothing especially valuable.

Some workers have turned to jackets fitted with small fans. These draw in outside air and speed the evaporation of sweat, helping the body release heat. Users have reported fewer visits to clinics for heat problems when combining such clothing with better hydration and shade.

Koji Ichigaya, chairman of Kuchofuku Co., Ltd., which popularized clothing equipped with fans in Japan, shared a customer's account of the difference made by the company's Air Conditioning Clothing:

I used to go to the hospital seven to eight times every summer for intravenous drips but since I started wearing Air Conditioning Clothing, I have never gone to the hospital.

Workers who cannot carry a parasol while performing a task need other ways to reduce exposure. Cooling garments, drinking water and resting in shade provide complementary forms of protection, particularly when work keeps people outside for long periods.

Public campaigns bring shade into the city

Tokyo and eight surrounding prefectures organized a free parasol rental event in 2018 to encourage people to try carrying shade. Government data from that event showed a reduction of 1 to 3 degrees in the heat stress index, enough to bring readings into a lower alert category.

Kawasaki displays thermal images on its city website showing temperature differences with and without a parasol. The images give residents a visual explanation of the cooling benefit. Seasonal public campaigns have also encouraged men to use umbrellas against the sun as part of heat stroke prevention.

Organizers of large events are responding to the same problem. At the World Exposition in Osaka, companies are displaying cooling technologies and providing shaded resting areas to reduce visitors' exposure.

One exhibit creates an environment resembling an ice house through chilled panels, solar power and a floor set slightly below ground to retain cool air. Elsewhere, clusters of trees are arranged using computer models to create deep shade and direct breezes. These approaches extend the protection offered by small personal measures such as carrying a parasol.

Heat also puts pressure on electricity supplies

Air conditioning is essential to keeping people safe during severe heat, but high demand can strain the electricity system. In June 2022, soaring temperatures led the government to warn of tight supplies around Tokyo.

Residents were asked to conserve electricity by switching off unnecessary lights and avoiding heavy appliance use in the late afternoon. Kaname Ogawa, director of electricity supply policy at the Economy and Industry Ministry, explained the demand behind the warning:

Electricity demand was bigger than expected.

Personal shade offers a way to reduce exposure outdoors without requiring power. During periods of pressure on supplies, carrying a parasol on short errands and turning off unneeded lights can sit alongside continued use of air conditioning for health and safety.

The practical challenge is to keep people cool both indoors and outside. A parasol helps during the journey; a cooled room provides a place to rest and recover. Public campaigns, shaded spaces and household precautions address different parts of the same daily routine.

South Korea sees a similar change

Men in South Korea have also been taking up parasols during recent heat waves. Searches for parasols by male customers on a leading fashion platform rose more than ninefold during a July heat spike compared with a year earlier. Department stores reported double digit increases in sales.

Cities have introduced rental stations so commuters can borrow a parasol for the walk between train stops and work. In 2021, the National Institute of the Korean Language removed wording from its dictionary entry that suggested parasols were mainly used by women.

Park, an office worker aged 36 in Seoul, recently bought his first parasol. He explained his decision in terms of a need shared by men and women:

Heat affects everyone regardless of gender. Portable shade is necessary in this weather.

Kang, a salesman aged 31 in Seoul, initially hesitated because of social perceptions. The cooling effect persuaded him to continue, and he also used the parasol to protect his skin during longer walks.

The experiences described in Seoul echo the Tokyo survey's findings about comfort and expectations. In both places, men are adopting an item associated with women because it provides practical relief during extreme heat.

Everyday precautions still matter

Japan's public health officials have repeatedly advised people to drink water often, rest in shade or cooled interiors and avoid strenuous activity during the afternoon. A parasol reduces solar radiation and the body's heat load, while these other precautions help people stay within safer limits.

Older people living alone need particular attention, and people doing physical work outdoors need breaks that match the conditions. Local heat alerts and WBGT readings can guide decisions about when to go out, how much activity to attempt and when to rest.

• Carry a parasol during the strongest sun to reduce direct exposure and radiant heat.
• Drink water regularly, before feeling thirsty, and add electrolytes during long outings.
• Plan activities for earlier in the morning or later in the evening when possible.
• Wear a hat with a wide brim and light clothing that dries quickly, alongside using shade.
• Take short breaks in shaded or air conditioned spaces to help core temperature fall.
• Check on older neighbors and relatives, especially those living alone.
• Watch for headache, dizziness, nausea and confusion, which can signal heat stress.
• Follow local heat alerts and adjust plans when WBGT readings are very high.

Tokyo's September survey captures a change with a simple purpose: making unavoidable time outdoors more bearable. Men who once hesitated over carrying a parasol are increasingly choosing shade, while governments, employers and event organizers work on protection beyond the individual canopy.

Highlights

• Tokyo's survey of about 8,400 app users found parasol use among 44 percent of men and 91 percent of women in 2025.
• Among male users, 44 percent started in 2025, 23 percent in 2024 and 13 percent in 2023.
• More than half of men in their twenties and thirties used parasols; usage among men in their fifties was 39 percent.
• Sixty-one percent of male users were unbothered by being seen with one, and 34 percent felt less discomfort than expected.
• Average annual heat stroke deaths reached about 1,253 during 2020 to 2022.
• Government trials found parasols lowered WBGT by 1 to 3 degrees Celsius.
• Specialized fabrics, public rental programs and shaded resting areas are expanding protection from the sun.
• South Korea is seeing similar changes in male demand and public attitudes.
• Hydration, rest, cooling and attention to heat alerts remain essential alongside personal shade.