Fans and Umbrellas

Umbrellas and fans play a crucial role in consumer spending in Japan, reflecting both the country’s unique climate and its cultural values. Japan experiences a distinct rainy season and hot, humid summers, making these items not just practical necessities but also significant drivers of consumer behavior.

Umbrellas are a common part of daily life in Japan, where sudden rain showers are common. This demand has led to a thriving market for umbrellas, ranging from affordable, disposable models to high-end designer options. The wide variety of styles, colors, and features available encourages frequent purchases, as consumers often own multiple umbrellas for different occasions. Additionally, the cultural emphasis on maintaining fair skin has fueled the popularity of parasols, further boosting umbrella sales. In Japan, pale skin has long been regarded as a key element of feminine beauty. A traditional saying, "white skin makes up for seven defects," suggests that a woman's fair complexion can compensate for other physical imperfections. This highlights the cultural emphasis on light skin as an important aesthetic trait (Wagatsuma, 1967).

Fans, both traditional hand-held versions and modern electric ones, are equally significant in the Japanese market. During the scorching summer months, fans become indispensable, driving seasonal spikes in sales. Hand-held fans, such as "uchiwa" (flat fans) and "sensu" (folding fans), are not only practical but also serve as fashion accessories and souvenirs, often adorned with intricate designs that appeal to both locals and tourists. This blend of functionality and aesthetic appeal enhances their marketability. Fysh compares the historical use of hand-fans in Europe to the modern use of mobile phones and relates both to the novel as a portable media device. Like the novel, the fan is compact and tells a narrative through its structure. However, while the novel unfolds its story page by page, a fan displays its entire sequence of "leaves" simultaneously, offering a unique storytelling form (Davies, 2019).

The seasonal and cultural significance of umbrellas and fans translates into consistent consumer demand, making them essential products in Japan’s retail landscape. Their importance is reflected in the diverse offerings and innovations seen in stores, contributing to a strong market that caters to both practical needs and cultural preferences.

During my train journey from Osaka to Kyoto, I was feeling quite unwell due to the heat and my iron deficiency. A kind family noticed my discomfort and offered me one of their seats. The mother even began fanning me in an effort to help. Once I started to feel better, we struck up a conversation, as her English was quite good. She mentioned that at the station we'd be getting off at, there were many stores where I could find cheap handheld fans as they were so popular.

Sources:

• Davies, Hugh. "Fanology: Hand-fans in the prehistory of mobile devices." Mobile Media & Communication 7.3 (2019): 303-321.

  
  

• Wagatsuma, Hiroshi. "The social perception of skin color in Japan." Daedalus (1967): 407-443.