"The Year of the Men's Parasol" — The Men's Parasol Market Has Skyrocketed Sevenfold in Five Years, Surpassing "Resistance" to Become the Next Norm

"The Year of the Men's Parasol" — The Men's Parasol Market Has Skyrocketed Sevenfold in Five Years, Surpassing "Resistance" to Become the Next Norm

2025年07月10日 16:21

1 From "Embarrassing" to "Life-Saving Gear"

Once, in the streets of Japan, parasols were considered delicate lace-covered accessories for women—a stereotype that was shattered after the scorching summer of 2018. According to the Japan Meteorological Agency, the number of days with temperatures exceeding 35°C increased by an average of 30% from 2018 to 2024, and the number of heatstroke patients transported in Tokyo swelled by approximately 1.6 times [Ministry of the Environment preliminary figures]. While parasols gained attention as a key tool for managing health, men expressed "resistance" and hesitated to use them.

The turning point came in 2019 when major retailer Aeon established a dedicated section for men. By introducing unisex black and navy options under its private brand "Topvalu," sales reportedly surged about sevenfold over five years.Livedoor NewsDistribution News



2 Understanding the Men's Parasol Market Through Numbers

  • Market Size: Of the 150 billion yen domestic umbrella market, parasols account for 40 billion yen. While the male segment is still under 10%, its growth rate exceeds 25% annually.

  • Sales Volume: The "Wpc. IZA" series by World Party has sold a cumulative total of 1.4 million units (as of the end of March 2025).Press Release & News Release Distribution Share No.1 | PR TIMES

  • Temperature Correlation: When the average temperature increases by +1°C compared to the previous year, parasol sales increase by 15-18% (manufacturer survey).

  • Price Range: The volume zone is between 3,000 and 6,000 yen. High-function models can exceed 10,000 yen.



3 Background of the Hit—Four Era Factors

  1. Normalization of Heatwaves: The IPCC's Sixth Assessment Report's warning of a doubling of extremely hot days has broken the psychological barrier to buying.

  2. Rising Health Consciousness: Awareness of the risks of skin cancer and cataracts from UV rays has spread to men.

  3. Gender Neutrality: 42% of Gen Z men responded that "parasols are not gender-specific" (Hakuhodo 2024 survey).

  4. Work Style Reform: With the end of remote work, outings have increased again. The "cool appearance" in business scenes has become an evaluation criterion.



4 Major Brands at the Forefront

BrandFeaturesMain PriceKey Functions
Wpc. IZADesigned exclusively for men. Wind-resistant frame + complete light blocking3,500–5,500 yen100% light blocking, UPF50+
Topvalu (Aeon)Low prices and stock capacity unique to GMS2,980–4,378 yenAutomatic open/close, waterproof and water-repellent grade 5
LOGOS SOLAR BLOCKRepurposes outdoor technology4,000–6,000 yenTent material with water resistance of 5,000 mm
KiUPopular among festival-loving youth3,000–4,500 yenLightweight carbon frame, seamless printing
Sa Umbrella (TV Tokyo Special)Optimized for getting in and out of carsAround 5,000 yenReverse folding structure, water-repellent nano-coat

(※Prices are tax-included references. As of July 2025)Travel WatchTV Data WarehouseDistribution News



5 Technological Innovations Turning Parasols into "Gadgets"

  • Material Evolution: Multi-layer PU coating on the underside reduces surface temperature by -15°C.

  • Frame: High-elasticity fiberglass + shape-memory alloy restores shape even in 20 m/s winds.

  • IoT Integration: Handles with BLE temperature sensors send heatstroke alerts to smartphones in a proof-of-concept test (Wpc. Lab).

  • Environmental Consideration: Models featuring recycled polyester fabric and biomass resin handles are emerging.



6 Marketing Strategy—"Men with Parasols are Cool"

Since launching the brand in 2021, World Party has featured actor Masataka Kubota and model Mio Imada, promoting "This is COOL" through TV commercials and social media. The advertising spend is said to have increased by 180% year-on-year.AdverTimesAdditionally, the hashtag campaign "#CarryYourShade" in collaboration with influencers surpassed 230 million views on TikTok. Aeon displayed thermographic comparisons of skin temperatures after sun exposure on in-store POPs, visualizing "functional values."



7 Tailwinds from Government and Society

The Ministry of Land, Infrastructure, Transport and Tourism's 2024 "Road Surface Temperature Suppression" guidelines list heat protection measures, including parasols. Tokyo conducted a parasol-sharing trial in business districts, with men accounting for 40% of users. Illustrations of men using parasols in municipal heatstroke prevention leaflets are lowering psychological barriers.



8 The Situation of "Men's Parasols" Overseas

In Taiwan, parasols are recommended for everyone during government-issued high-temperature warnings. In South Korea, K-POP idols using white parasols have influenced the younger generation. In Europe, with the Paris Olympics approaching, the French Meteorological Agency is promoting the "UV parapluie" movement. Even from an international perspective, Japan's men's parasol market, though a latecomer, is catching up quickly.



9 Buying Guide: Five Checkpoints to Avoid Mistakes

  1. Is the light-blocking rate 99% or more?

  2. Material of the frame and wind resistance test values

  3. Weight should be 300g or less for easy carrying

  4. Length when stored (does it fit in a travel bag?)

  5. Opening/closing method and one-push safety structure



10 Business Opportunities and Challenges

  • Retail: The square meter efficiency of men's sections is 140% compared to women's.

  • Manufacturers: There is a movement to target year-round sales with "light-blocking + cold protection" dual-use models during the quiet autumn and winter periods.

  • Challenges: Supply cannot keep up, leading to frequent stockouts during peak summer. Additionally, the repair infrastructure for folding mechanisms is not yet established.



11 Future Outlook

Experts predict that by 2028, the proportion of men's parasols will reach 25% of the overall market. The sight of men with parasols will become commonplace, and differentiation as a fashion statement will be the next theme. At that time, the word "resistance" may disappear from the dictionary.


📚 List of Reference Articles (External Links, Chronological Order)


← Back to Article List