#Japan #sun protection #Shibuya #Heat Stroke #Waterfront Umbrella

Introduction

In response to record heatwaves, the importance of umbrellas for sun protection is being recognized more than ever. Waterfront Inc., a company based in Shibuya, Tokyo, with a mission to enhance people's lives through umbrellas, conducted a study titled "Actual Usage of Sun Umbrellas" with 1,000 participants aged 20 to 60. The findings reveal notable shifts in men’s perceptions of umbrella usage, particularly among men in their 30s.

Findings from the Study

According to the survey, 11.9% of respondents reported starting to use sun umbrellas for the first time this year. Encouragingly, nearly half of this group consists of men, predominantly those in their 30s, which accounts for 23% of new users. The primary motivation behind this surge in usage is the concern over heat stroke, with 74.8% of users citing it as their reason for purchasing an umbrella, far exceeding the 51.3% who stated they bought one to prevent sunburn.

This shift indicates a growing understanding of the fundamental value of sun umbrellas as a means of ensuring safety and comfort in scorching temperatures.

Topic 1: Surge of New Users in 2025

Among daily sun umbrella users, 75.2% of women utilize umbrellas regularly, reflecting a solid infiltration into their daily lives. In contrast, only 64.8% of men do not currently own a sun umbrella, indicating lower overall usage. However, among those planning to purchase one this year, a striking 15.6% are men, which is significantly higher compared to 8.2% of women.

This trend reveals the burgeoning acceptance of umbrellas among men of various age groups, primarily focused in their 30s.

Topic 2: Changing Values Regarding Umbrellas

The reasons for purchasing sun umbrellas have significantly morphed. When questioned, 74.8% of new users indicated that heat stroke prevention was their primary motivator, surpassing the traditional reason of UV protection. This data illustrates a shift from prioritizing beauty and aesthetic benefits of umbrellas to focusing on safety and comfort.

Topic 3: Umbrellas Becoming a Summer Essential

More than half (56.7%) of sun umbrella users now regard their umbrellas as an indispensable summer essential. Notably, while 63.3% of women identify umbrellas as essential, only 40.9% of men sharing the same view. Additionally, 30.7% of men believe umbrellas are convenient but not necessary. Looking at age demographics, 67.1% of women in their 60s consider umbrellas essential, with over 40% of men in their 20s and 30s similarly categorizing them as must-haves.

Topic 4: Men's Hesitation about Umbrella Usage

When asked about their feelings regarding others' perceptions of umbrella usage, 83.5% of participants, in general, indicated they were unconcerned. Yet, while 74.8% of women reported they were not worried about others’ opinions, only 34.7% of men felt the same. Conversely, around 34.1% expressed concern about being perceived differently while using an umbrella.

Expert Commentary from the Umbrella Sommelier

Hiroyuki Tsuchiya, the world’s first umbrella sommelier, stated, "The standout point from this survey is how 30-something men are leading the charge in adopting sun umbrellas. Traditionally, umbrellas were seen mainly for beauty reasons. However, as temperatures rise, awareness surrounding hot weather and heatstroke prevention becomes crucial, leading to the recognition of the comfort provided by using umbrellas. Nevertheless, it’s undeniable that many men still feel self-conscious about using them. There’s potential for innovation in producing functional, user-friendly umbrella designs, fostering a mindset where ‘using an umbrella is the norm.’ Umbrellas not only provide physical relief from the heat but can also alleviate the stress experienced during summer outings. We aim to continue introducing umbrellas that combine functionality with design, ensuring a comforting summer experience for everyone."

Trend Forecast for 2025: Noteworthy Umbrella Innovations

The Growing Demand for High-Functionality Umbrellas

As awareness about UV exposure increases, the demand for high-functionality umbrellas is on the rise. Features such as high UV cut rates, excellent thermal insulation, and enhanced wind resistance are becoming standard expectations for consumers. 2025 is expected to see a growing emphasis on these functional attributes in everyday umbrellas.

Expansion of Men’s Umbrella Market

As grooming-conscious men become more prevalent, their growing consciousness towards UV protection is contributing to an evolving norm where men carry sun umbrellas. Brands are increasingly launching umbrellas tailored for men, featuring unisex designs that are increasingly popular. Clean, stylish options are now favored, appealing to men who wish to pair their umbrellas with formal wear.

Recommended Waterfront Umbrellas

【ZENTENKOU Folding Umbrella, 55cm】

This all-weather umbrella boasts over 99.9% UV cut rate and 99.99% shade rate, delivering high thermal and wind resistance while maintaining water-repellent properties.

【Pokeflat Sun_Shade 50cm】

Weighing only about 200g, this ultra-lightweight rain/sun umbrella is easily portable, making it ideal for everyday use.

【COKAGE+ ACTIVE Folding Umbrella, Wind Resistant, 55cm】

Delivering 100% UV protection, this umbrella's superior performance and durability against strong winds make it a top-quality choice.

About Waterfront

Founded in 1986, Waterfront has sold over 200 million umbrellas, meeting diverse needs across all lifestyles. With a focus on practical solutions, such as the popular ultra-thin Pokeflat umbrella, Waterfront continues to innovate in creating unisex designs for various lifestyles, striving to promote its products while enhancing consumer awareness.