KEYUCA Proposes a New Habit with "Heat Preparedness Solutions" Easier than "Heat Acclimation"

KEYUCA, a life solutions brand offering original products for home, food, and clothing (HQ: Chuo-ku, Tokyo; CEO: Junzaburo Kawasaki), has launched a range of items for heat preparedness. Coinciding with this, the company conducted a survey on "rainy season heatstroke" among 300 men and women in their 10s to 60s nationwide. The results highlighted a gap between realizing the need for heat protection and taking action, often due to "psychological complacency" or uncertainty about what to do. With Japan's climate shifting toward a two-season pattern, experiencing tropical days as early as May, the conventional wisdom of waiting for summer to prepare is no longer effective.

Notably, caution is required for "rainy season heatstroke," caused by high humidity, yet awareness remains low at approximately 46%. Many consumers acknowledge the need for protection but delay preparation, citing the "bulkiness" and "weight" of existing gear as barriers. KEYUCA proposes "Heat Preparedness Solutions" that use functional items rather than demanding physical training (heat acclimation). The approach focuses on "letting heat escape," "cooling down," and "blocking heat."

To "let heat escape," KEYUCA offers the "H_Sarasarara Sweat-Absorbing Plus Camisole (2,900 JPY)," featuring moisture-wicking properties for all-day comfort, and the "UV Sheer Long Cardigan (2,990 JPY)," which provides UV protection and quick-drying functionality. Additionally, items like the "3way Body Fan Mini (2,980 JPY)," which can direct airflow inside clothing, are available to help upgrade the season comfortably.