In Japan’s sweltering summer of 2025, one accessory is turning heads—and changing perceptions: the parasol. Once seen as exclusively feminine, parasols are now becoming a common sight among men, sparking the social media hashtag #日傘男子 (#HigasaDanshi).
From “Unmanly” to Everyday Practicality
For decades, parasols in Japan were marketed almost entirely to women, tied to beauty ideals like maintaining pale skin. Men who used them risked being seen as eccentric. But in recent years, that perception has shifted dramatically—thanks to extreme heat, evolving gender norms, and savvy product design.
The Numbers Tell the Story
Recent surveys show a sharp rise in both recognition and use:
- Seen more often: In 2025, 64.9% of people say they have seen a man using a parasol—up from 41.5% in 2023.
- More men using them: 17.8% of men now carry parasols, compared to just 8% two years ago.
- New adopters: 14% of men say they started using one this year.
- Sales boom: Major brands report year-on-year sales growth of 140%, with some department stores expanding men’s parasol sections by 1.5×.
Who Are the #HigasaDanshi?
- 20s & 30s lead the trend: Men in their 20s and 30s have the highest adoption rates, with 30-something men making up 23% of first-time users.
- Unexpected rebound: While only 1% of men in their 50s own a parasol, ownership jumps back up to 10% in their 60s—likely due to health awareness.
Why the Change?
- Heatwave reality: Japan’s summers now regularly hit 35°C+, making sun protection a health necessity.
- Public health messaging: Local governments, including Tokyo’s, actively encourage men to use parasols as heatstroke prevention.
- Gender norms evolving: Neutral designs in black, navy, or gray make parasols feel more like functional gear than fashion statements.
- Celebrity influence: Male actors, athletes, and models have been spotted using parasols in public and media shoots.
- Smart design: Lightweight, foldable, and UV-blocking models remove the “hassle factor.”
On Social Medi
Hashtags like #日傘男子 and #HigasaDanshi on Instagram and X (formerly Twitter) are filled with photos of men posing with sleek, minimalist parasols—often paired with streetwear or business attire. Many posts frame it as a lifestyle upgrade: “Why suffer in the heat when you can stay cool and look cool?”
Cultural Significance
The #HigasaDanshi trend is more than just a quirky summer fad—it’s part of Japan’s slow but visible shift toward gender-neutral self-care habits. It reflects a generation more willing to challenge old stereotypes, especially when personal comfort and health are on the line.
In short: 2025 might be remembered as the summer when Japan’s men embraced the parasol—not as a fashion accessory, but as a smart, stylish way to beat the heat.
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