#Japan #Osaka #Yukata #Summer Festivals #Mandom

Mandom Launches the "Yukata Support Project" for Hot Summer Days

In an innovative stride, Mandom Corp. from Osaka, known for its expertise in sweat and odor management, has partnered with yukata rental shops in popular tourist destinations like Asakusa and Kyoto. This collaboration, dedicated to "Sweat Management," aims to help enthusiasts enjoy the traditional summer garment comfortably, even during the sweltering heat of modern summers.

Background of the Initiative

Yukata, often worn during festivals and firework displays, has long been a symbol of summer beauty, especially among women. Traditionally associated with refreshing summer wear, its popularity is facing challenges due to rising temperatures. Many potential yukata wearers are deterred by the discomfort of heat and sweating, leading to a decline in its enjoyment. An awareness survey conducted by Mandom revealed that over half of the participants now struggle with the summer heat, pushing some to label summer as undesirable due to climatic changes.

Mandom's mission is to promote effective sweat management strategies. The company aims to ensure that summer memories, represented by wearing beautiful yukata, are not overshadowed by discomfort. The "Yukata Support Project" is intended to address this issue by directly tackling on-site challenges through partnerships with rental professionals.

Details of the "Yukata Support Project"

1. Workshops for Rental Shop Staff

The initiative kicks off with workshops aimed at staff of yukata rental shops, focusing on the science behind sweating and effective sweat care techniques tailored for peak summer conditions. These educational sessions will equip employees to better assist customers and enhance their overall experience.

2. Collaboration on Unique Sweat Care Solutions

Mandom will collaborate with yukata experts to devise unique sweat care strategies specific to wearing yukata. This includes solutions like sweat management techniques focused on bond areas or pre-wear preparations to address common concerns.

3. Customer Support and Product Experiences

At rental shops located in scenic areas like Asakusa and Kyoto, Mandom will provide customers with valuable information on effective sweat management. Additionally, shoppers will have the opportunity to try Mandom's products on-site, enhancing their practical experience and making it easier to enjoy yukata wearing.

Voices from Yukata Rental Shops

Several yukata rental shop officials shared their enthusiasm about the collaboration:

• - Ai Wafuku: "We frequently hear customer concerns regarding heat and sweat when they wear yukata. This initiative will enable them to enjoy summer activities in Asakusa and various festivals with increased comfort."
• - Rika Wafuku: "We’ve noticed a rise in customers hesitating to wear yukata due to fears of discomfort from sweat. By integrating Mandom’s advanced sweat solutions, we believe we can significantly improve the comfort and satisfaction of our customers and elevate their summer experience."
• - NANAKO: "At NANAKO, we prioritize providing an enjoyable yukata experience. By addressing heat concerns through this initiative, we hope to encourage more customers to embrace the fun of summer outings."

Project Schedule and Rental Shops

• - Project Duration: Starting mid-July 2026 until supplies last.
• - Participating Shops:

- Ai Wafuku (Asakusa Main Store, Kaminarimon Store) Website
- NANAKO (Kawagoe Store, Asakusa Store) Website
- Rika Wafuku (Arashiyama Store, Gion Store, Kyoto Station Store, Asakusa Store) Website

Please note that actual participating stores may vary and product availability is subject to stock.

Mandom's Approach to "Sweat Management"

Designated as "Sweat Management Day" on July 8, Mandom emphasizes the significance of regulating sweat for maintaining comfort in daily life. The company advocates for balancing sweating naturally while also managing it when necessary, enhancing the quality of life during the summer.

Future Directions

Mandom aims to leverage its extensive research on sweat and odor not only to develop products but also to educate consumers about effective care. With extreme summer temperatures becoming the norm, the company’s commitment to ensuring enjoyable summer experiences without compromising comfort continues to be a top priority. Mandom is dedicated to supporting everyone in creating cherished summer memories, enabling them to embrace the joys of the season in their own way.