Mandom Collaborates with Yukata Rental Shops to Launch 'Sweat-Proof Yukata Support Project' — Enjoy Summer Traditions Without Fear of Sweat

Mandom Co., Ltd. (Headquarters: Osaka City; President & Executive Officer: Ken Nishimura; hereinafter 'Mandom') is launching a collaborative 'Sweat Management' support initiative with yukata rental shops located in tourist areas such as Asakusa and Kyoto. Leveraging its long-standing research expertise in 'sweat and odor,' Mandom aims to help people comfortably enjoy summer traditions even under today’s extreme heat conditions.

This initiative will support a more comfortable yukata experience through cross-industry collaboration, including 'Sweat Management Seminars' for rental shop staff and providing sweat care information, product sampling, and hands-on experiences for customers.

Background of the Initiative

Yukata, worn during fireworks festivals, summer festivals, and sightseeing walks, is a popular traditional attire—especially among women—that adds charm to special memories. Originally embraced as a 'cool summer outfit,' yukata has become increasingly associated with discomfort due to modern heatwaves. Many now hesitate to wear yukata, citing concerns such as 'it’s too hot to bear' or 'I’ll be drenched in sweat.'

According to Mandom’s awareness survey on sweat and odor※, over half of respondents reported that 'they have come to dislike summer' due to extreme heat. Sweat and heat are becoming significant barriers to fully enjoying summer traditions like wearing yukata.

※ 'Sweat and Odor Awareness Survey' – March 2026, survey of 1,000 men and women aged 15–59, conducted by Mandom

Mandom advocates 'Sweat Management'—the right way to care for sweat to comfortably endure hot summers. Driven by the belief that 'no one should have to give up on creating joyful summer memories because of sweat,' Mandom has partnered with professional yukata rental shops to directly address on-site challenges through the 'Sweat-Proof Yukata Support Project.'

Project Activities

① Implementation of 'Sweat Management Workshops' for Rental Shop Staff

Mandom’s PR team will visit yukata rental shops to educate staff on the science of sweating and effective sweat care methods for surviving extreme heat.

② Co-Creation of 'Yukata-Specific Sweat Care' with Yukata Experts

Through seminars, Mandom’s 'sweat expertise' will be combined with rental shops’ 'dressing knowledge' to jointly develop practical sweat care solutions tailored to yukata wear—such as 'sweat prevention around the obi (sash)' and 'pre-wearing preparation care.'

③ Providing 'Sweat Management Information' and In-Store 'Product Experience' for Customers

For customers who wish to enjoy wearing yukata in scenic locations like Asakusa and Kyoto, the shops will provide in-store materials summarizing effective sweat care tips. Additionally, customers can experience and sample Mandom’s sweat care products on-site, directly supporting a more comfortable yukata outing.

Comments from Yukata Rental Shops

・Aiwa Fukou

'We often hear customer concerns about heat and sweat when wearing yukata in summer. Through this initiative, we aim to help customers enjoy sightseeing in Asakusa and summer festivals more comfortably and with peace of mind.'

・Ewha Yukata

'Due to record-breaking summer heat in recent years, we’ve seen increasing hesitation from customers worried about 'outfits becoming disheveled due to sweat and heat.' By incorporating Mandom’s advanced sweat care knowledge and products, we are confident this initiative will help customers enjoy summer yukata more comfortably and safely, enhancing their overall experience satisfaction. We fully support this project.'

・NANAKO

'At NANAKO Kimono Rental, we value providing comfortable kimono and yukata experiences that make customers feel 'I’m glad I wore this.' We support this initiative as it enables customers to confidently enjoy yukata outings even during hot seasons.'

Project Overview and Collaborating Stores

Implementation Period: Starting mid-July 2026, until product supplies run out

Collaborating Stores:

・Aiwa Fukou (Asakusa Main Store, Kaminarimon Store) https://aiwafuku.com/

・NANAKO (Kawagoe Store, Asakusa Store) https://www.nanabikai.com/

・Ewha Yukata (Arashiyama Store, Gion Store, Kyoto Station Store, Asakusa Store) https://ewha-yifu.com/

※ Actual participating stores may vary. Sampling availability differs by location. Please contact individual stores for details.

About Mandom’s 'Sweat Management'

In 2024, Mandom designated July 8 as 'Sweat Management Day,' aligning with the phonetic association of '7-8' (natsu-hatsu, 'summer sweating'). Sweating is an essential biological function evolved to regulate body temperature. However, sweating in inappropriate situations can cause distress. Mandom promotes 'Sweat Management'—appropriately controlling sweat depending on the situation—encouraging people to sweat freely when needed and suppress sweat through proper care when necessary, to live comfortably every day.

About Mandom’s Research on Sweat and Odor

Mandom views 'sweat' and 'odor' not only as physical issues but as 'social problems' that significantly impact mental well-being and quality of life (QOL). Its research has led to broad achievements, including uncovering the mechanisms of sweat and odor formation, discovering middle-age-specific body odor components, and identifying ingredients that calm sweat glands.

Research Information Website:

Sweat & Odor Research Institute https://www.mandom.co.jp/sweat-smell/

Reference on Latest Antiperspirant Technology:

GMA Reference

https://www.mandom.co.jp/release/2023102501.html

GMA Reference Video

https://www.youtube.com/watch?v=4ZaokYqav08

Future Outlook

Mandom continues to focus on research and product development, leveraging its decades of expertise in sweat and odor to benefit consumers. Beyond innovation, the company actively communicates its findings in accessible ways to help people adopt proper care routines.

As extreme summer heat becomes the new normal, Mandom remains committed to supporting everyone in enjoying summer without compromise—enabling people to live freely and authentically throughout the season.