By Melissa Francis

Here’s a rundown of 3 key categories featuring cooling goods, perfect for summer in Japan 2021.

Refreshing Products for Summer in Japan 2021

#1: Cooling Face Masks

With the COVID-19 pandemic showing little sign of slowing down and with the Tokyo 2020 Olympics just around the corner, naturally cooling face masks are in high demand this year. Unless due to allergies, masks are rarely worn during this season, so many Japanese brands have released masks with extra added comfort to alleviate stuffiness and keep the wearer as cool as possible while protecting them from contracting COVID-19.

#2: Refreshing Desserts & Snacks

There’s nothing quite like a chilled treat to keep oneself cool on a sweltering day, but why limit that to iced drinks or ice-cream? In Japan especially, there is already a lot of love for certain types of cold dishes, including soumen (chilled noodles) and zaru soba (cold soba noodles). For summer in Japan 2021, brands take consumer desire for heat relief to the next level by introducing a wide range of cold-prep foods which are traditionally served hot.

Here’s a selection of some of the items that have been released this year so far.

Nissin Cold Donbei: Bukkake Kitsune Udon / Soba Noodles

The latest in Nissin’s ‘Donbei’ noodles range which was launched back in 1976. The eater simply prepares it inside the container using cold water for an extra fresh, chewy noodle sensation! Released in May 2021.

Gusto Yamaimo Okra Cold Soup with Noodles

On offer at family restaurant chain Gusto for a limited time for around two months between May – July 2021, this dish consists of a rich, cold chicken soup base with noodles, and shredded chicken, okra, half a boiled egg and steamed vegetables on top. It is available for 769 yen (to eat in). This is part of the restaurant’s ‘ichioshi menu’ (recommended menu) for the summer. Looks like a great way to stay cool and healthy!

CLEAR Asahi Natsu Biyori Beer

This limited edition beer from Asahi is called ‘Natsu Biyori’, which translates as ‘summer weather’. It claims to have a gentle scent and a sharp flavour. It differentiates itself from other releases in the CLEAR Asahi range as it is more reminiscent of summertime in Japan with citrus undertones, as well as the visual association of summer with wind chimes on the can design. The use of blue for the font and in the promotional visuals is aptly suggestive of keeping cool and refreshed. We think this beer looks perfect for relaxing under the heat of summer in Japan 2021!

Beard Papa Ice-Cream Choux Batons

This one isn’t exactly a new release, but it’s only available in the summer in Japan. Beard Papa is a shop specialising in freshly baked choux pastries. From May 2021, these choux pastry / cookie dough batons filled with chocolate, vanilla, strawberry, and mango ice-cream are making a reappearance. The brand also released another set as part of their Premium Collection, featuring matcha ice-cream instead of mango. Choux pastry is incredibly popular and can be seen across convenience stores and patisseries around Japan.

#3: Personal & Home Care for Summer in Japan

There are a number of home care products that will make being indoors that little bit more tolerable during summer in Japan 2021, including fabric mists, detergents, personal care, and cleaning items. For instance, GPP created some deep blue ‘ICE MINT COOL BATH SALTS’ featuring much-loved character Snoopy. There is also an accompanying fabric mist using the same refreshing fragrance. BCL Company released a new range of limited edition cooling personal care goods under their VECUA Honey Wonder Honey range, including lotions, freshening sheets, hand mist, body gel, and a ‘frozen body sorbet’.

Remember – seasonality is extremely important when it comes to selling products to customers in Japan!

Check out our previous articles related to seasonal marketing below:

Halloween in Japan 2019: A Frightening Success?

Promoting Christmas in Japan 2019

Sharing the Love: Valentines Day in Japan 2020

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