[Women in their 20s-40s] Approx. 33% say they want to wear yukata outside of fireworks festivals! Top destinations include summer festivals, hot springs, and dates.

Yukata are a quintessential symbol of summer in Japan. While many have worn them to fireworks festivals, opportunities to wear them are often limited, making it feel wasteful to wear them only once a year. Recently, more people are enjoying yukata for activities like strolling through hot spring towns or visiting cafes. To explore this trend, we conducted a survey on 'Yukata Scenes and Social Media Appeal' with 120 women in their 20s to 40s, in collaboration with the cabaret dress e-commerce site myMinette.

The survey found that 33.3% of respondents would like to wear yukata outside of fireworks festivals. Reasons included wanting to take photos, feeling the traditional Japanese atmosphere, and wearing them on dates. Conversely, those who do not want to wear them cited the difficulty of dressing and discomfort as primary reasons.

Regarding where they would like to wear them, 'Summer festivals and Bon Odori' ranked first at 85.0%, followed by 'strolling in hot spring towns' at 47.5% and 'dates' at 35.0%. When asked if they consider 'SNS appeal' when choosing accessories, 80.8% said they do not, indicating a preference for personal satisfaction over external perception.

Finally, regarding dressing, 29.2% preferred 'dress-style yukata that do not require traditional dressing,' highlighting a demand for convenience. Whether through professional help or easy-to-wear designs, the desire to enjoy yukata more casually is clear.