"Why Diapers Among Adults?" Cooling Goods Boom Amid Heat Wave Hits Japan

Japan Sees Daily Highs Near 40 Degrees, Surge in Heatstroke Cases
Cooling Features Expand to Cosmetics, Sanitary Pads, and Diapers
58.3 Billion Yen Market... Explosive Growth Across Related Industries

Summer Cityscape in Japan. Photo by AP Yonhap News

Amid a record-breaking heatwave with temperatures approaching 40 degrees Celsius day after day in Japan, “the function of lowering body temperature” has become a new standard for consumers. From frozen cosmetics to cooling sanitary pads and diapers, the so-called “cooling products” market—composed of items that directly lower body temperature in daily life—is rapidly expanding. This demonstrates that climate change is not just causing an increase in demand, but is also reshaping distribution and manufacturing industries across the board.

Freeze It, Wear It, Cool Down...The 'Body Temperature War' Penetrates Everyday Life

According to the Asahi Shimbun on August 1, unique products aimed at combating extreme heat are quickly gaining traction in Japan. Cosmetics company Shiseido recently launched the “Sorbet Serum,” an essence designed to be frozen in the freezer before use. When frozen overnight, the gel formula turns sorbet-like and rapidly lowers skin temperature.

The pharmaceutical and household goods industries are also responding quickly. Kobayashi Pharmaceutical has introduced a traditional herbal remedy to help alleviate sleep disorders caused by tropical nights, while Unicharm has released a "cool-type" sanitary pad containing menthol ingredients.

Unicharm product image. Unicharm

Of particular note is the category of adult diapers. Unicharm has expanded its “cooling” technology throughout daily life, introducing paper diapers that lower the internal temperature by about 2 degrees Celsius, as well as cooling sheets for pets.

Heat Stroke Soars...The Heatwave Creates 'Survival-Driven Consumption'

The backdrop to these changes is the persistent, record-breaking heatwave. According to Japan’s Ministry of Internal Affairs and Communications Fire and Disaster Management Agency, 10,857 people were hospitalized for heatstroke in the week from July 13 to 19—a more than twofold increase compared to the previous week (4,580 people).

Summer urban scenery in Japan. Photo by Kyodo News

Heatstroke incidents at workplaces are also growing more severe. Citing data from the Ministry of Health, Labour and Welfare, the Asahi Shimbun reported that last year, 1,803 people either died or were absent from work for more than four days due to “workplace heatstroke” in Japan—a roughly 40% increase compared to the previous year. This trend is driving a structural change where consumers are choosing products based on “survival.”

The cooling products market is also expanding rapidly. According to market research firm Intage, the market size for “cooling products” such as deodorants and cooling sheets in Japan reached 58.3 billion yen last year (approximately 522.9 billion to 531.8 billion won), growing more than 50% in four years. Experts analyze that the prolonged heatwave is expanding demand not only during the traditional high season of July and August, but also into June and September.

Summer urban scenery in Japan. Photo by AFP News Agency

Expansion in Korea as Well...Transformation Across Fashion, Beauty, and Retail

In Korea, a string of cooling products targeting heatwaves is being launched. Pet brand Popomong unveiled a cooling spray to help dogs cope with heat stress, and wearable fans that lower perceived body temperature by 6-7 degrees Celsius are also attracting much attention.

There are also distinct shifts in the retail sector. The "neck cooling band" released by Daiso sold out immediately after its launch, and searches related to cooling products on LF Mall increased 66% year-on-year. On Musinsa, as of June, searches for “cooling innerwear” surged by 210%, while “cooling,” “sun protection clothing,” and “UV protection” keywords increased by 68%, 81%, and 54% respectively. The “Much Summer Black Friday” event saw combined online and offline sales reach 283 billion won—a record high.

A similar trend is seen in the beauty market. According to CJ Olive Young, cooling care product sales from April to June this year rose 42% year-on-year, while sales of trouble care increased by 41%, oil and sweat control by 29%, and UV protection products by 27%.

The industry is paying attention to the fact that heatwaves are not merely a temporary phenomenon. An industry official commented, “Temperature has now become a key variable that dictates product planning and marketing.”

This content was produced with the assistance of AI translation services.