East Asia is witnessing a surge in demand for personal cooling products as extreme heat waves intensify and summers grow hotter and longer. In cities like Tokyo and Seoul, innovative cooling devices and apparel are becoming increasingly common as individuals, employers, and governments seek relief from soaring temperatures.
One such product gaining popularity is a high-tech hand-held fan equipped with a small metal plate that uses electrical currents to generate a cooling effect, mimicking the sensation of holding a cold drink. This device, among others, illustrates how the personal cooling market has evolved beyond traditional hand fans. According to experts, advances in motor and battery technology have made these products more effective and affordable, contributing to a sharp rise in sales across the region.
In Japan, the origin of the fan-cooled jacket developed by former Sony engineer Hiroshi Ichigaya in 2004, online retail platforms report a more than sixfold increase in heat countermeasure products since 2020, now offering nearly 800,000 options. These range from air-conditioned vests embedded with cooling plates to cooling sprays designed to lower body temperature quickly.
Employers and government agencies are increasingly adopting such technologies as standard heat mitigation measures. For example, China’s delivery service Meituan is testing air-conditioned jackets for workers in Chongqing, while a state-owned power company in Hubei Province has issued waist-mounted mini-fans to staff. Similarly, municipal authorities in South Korea have equipped street cleaners with brightly colored cooling vests, and the Ministry of the Environment and Tokyo metropolitan government in Japan promote the use of UV-blocking parasols to reduce heat stress.
Agricultural workers face particular challenges coping with heat. In South Korea, researcher Kim In-soo at the National Institute of Agricultural Sciences has developed a cooling vest using vortex tube technology that circulates cold, dry air through perforated tubing in the garment. This vest is currently being piloted on 350 farms, offering relief in hot and humid greenhouses where work conditions become especially taxing during heat waves.
The market also includes more niche items such as cooling neck bands, which maintain a lower temperature for brief periods, and larger-scale solutions like refrigerated booths deployed at construction sites, universities, and disaster evacuation centers in Japan. Additional innovations include solar-powered fan hats, hands-free parasols, and air-conditioned pet shelters.
Despite enthusiasm for these devices, some experts caution that their effectiveness may be limited under extreme heat conditions. When temperatures exceed roughly 33 degrees Celsius (91 degrees Fahrenheit), fans may merely circulate hot air without providing significant cooling, and certain products like cooling neck bands have brief duration before losing their chill. Simple measures—such as drinking cold beverages, keeping the feet uncovered, and using parasols with UV-blocking features—are frequently more effective for many people.
Social attitudes toward certain cooling accessories, like parasols, are also shifting. Once regarded primarily as feminine items in places like South Korea, they are now widely accepted by men, with users noting real benefits in managing heat exposure.
As East Asia continues to grapple with increasingly severe summers, the diversification of personal cooling options reflects both technological progress and a growing recognition of the need for adaptive strategies to combat rising temperatures.