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Lotte's Cool Shelter Project: A New Initiative for Summer Relief

Starting on July 23, 2023, the renowned Japanese confectionery company, Lotte, has inaugurated the 'Cool Shelter Project' at Shibuya's MIYASHITA PARK, aiming to provide relief from the increasingly long and hot summers in Japan. This initiative comes in response to a noticeable societal shift where a significant percentage of people (70.9%) have reported reducing outdoor activities due to extreme heat over the past few years.

The first phase includes the installation of large shelters and umbrellas designed to help visitors find comfort during the summer heat, with an innovative design reflecting the iconic icy textures of Lotte’s popular ice cream brands, 'Coolish' and 'Sō'. With vibrant blue and white colors reminiscent of summer ice treats, these structures serve as cooling spots for relaxation or family gatherings.

Alongside the shelter installation, a media event showcased free samples of 'Coolish' and 'Sō', attracting attention from both press and the public. The project goes beyond just providing a physical shelter; it also aims to create an enjoyable outdoor experience, encouraging people to socialize and relax in a safe environment. The shelters not only provide shade but also represent a community space where individuals can enjoy their summer.

Taking Action Against Rising Temperatures

The increased occurrence of extreme heat in Japan, primarily attributed to climate change, makes these cooling initiatives even more crucial. Lotte aims to tackle the challenges posed by heat through the 'Cool Shelter Project', not only by offering cooling products but also accommodating those seeking a respite the sweltering temperatures.

To illustrate the effectiveness of their designs, Lotte incorporated thermal imaging technology at the park, comparing temperature differences between shaded areas and direct sunlight. The results confirmed a significant reduction in temperature under the shelters, enhancing their appeal as safe havens for visitors.

Expansion Beyond MIYASHITA PARK

On July 24 and 25, additional activities include a free ice distribution event, where visitors can enjoy 'Coolish' and 'Sō' while participating in environmental initiatives such as recycling the containers used for ice products. Lotte emphasizes sustainability through its recycling campaign, with plans to facilitate proper waste management and resource circulation.

Furthermore, the cooling experiences will extend beyond MIYASHITA PARK to various locations across Japan, including the Kanagawa beach area of Katase Nishihama and several urban spots in Osaka and Saitama. Each venue promises to establish its own cooling infrastructures and provide branded ice treats, ensuring a refreshing summer experience for everyone.

Community Engagement and Sustainability

The 'Cool Shelter Project' collaborates closely with local entities to foster a community-centered approach to summer safety. Such partnerships not only enhance the reach of the initiative but also encourage the participation of community members in creating a sustainable framework to endure the heat.

Local businesses and organizations are unified under the 'Heat City Council' aimed at improving the livability of heated urban areas. These include efforts to raise awareness about the importance of maintaining safe outdoor spaces for everyone, particularly children and the elderly.

This project encapsulates Lotte’s commitment to not just business success, but also social responsibility, fostering a collective effort to address the pressing challenges posed by climate change.

Looking Ahead

As we continue to adapt to rising summer temperatures, Lotte's Cool Shelter Project exemplifies innovative strategies to provide enjoyable and sustainable outdoor experiences. With phase two set to expand throughout various attractions and community hotspots in Japan, the initiative promises to offer much-needed relief from the heat while bringing people together.

To learn more about the Cool Shelter Project, visit Lotte's dedicated website for updates and more information.