Record-breaking heatwaves and torrential downpours are alternating in South Korea, leading even men to openly wish that parasols would become a mainstream trend. Following the nation's first-ever "severe heat emergency alert" on July 12, heavy-rain advisories were issued on July 14 for the Seoul metropolitan area and parts of Gangwon Province, where localized downpours surpassed 50 mm per hour. Today, July 15, which marks Chobok—the traditional start of the hottest midsummer phase—the country faces another round of scorching heatwaves and muggy tropical nights. According to the Korea Meteorological Administration, while Seoul’s daytime high is expected to hover around 30°C, extreme humidity levels exceeding 75% will make the evening feel incredibly oppressive.
Why South Koreans Are Calling on Kwon Ji-yong
Amid this relentless heat, news videos and online communities have been flooded with comments calling on singer Kwon Ji-yong (better known as G-Dragon of the group Big Bang). Known as a premier fashion pioneer who successfully popularized gender-neutral style items like scarves and tweed jackets, the 37-year-old artist is seen as the key to breaking the stigma around men using parasols. The recurring plea—half-jest and half-hope—is that if Kwon Ji-yong starts carrying a parasol, it will instantly become a universally accepted accessory regardless of age or gender. This online movement first gained traction during the extreme heat of summer 2024 and has returned with a vengeance this year. Kwon Ji-yong himself has acknowledged the trend; during a 2024 appearance on fellow bandmate Daesung's YouTube channel, he remarked, "I know men who want to use a parasol but feel too awkward about it say things like that."
Surging Sales and Medical Recommendations
The demand for portable shade is already translating into actual market trends. According to figures compiled by JAJU, a lifestyle brand under Shinsegae Group, sales of lightweight umbrellas and parasols rose by approximately 38% in June compared to the previous month. The surge became even more pronounced during the first week of July, as the monsoon season intensified, marking a 50% increase compared to the first week of June. Industry analysts attribute this spike to the unpredictable weather patterns swinging wildly between scorching sun and sudden downpours.
Medical professionals are also strongly endorsing parasols as a vital tool to survive the summer. Kim Ho-jung, a professor of emergency medicine at Soonchunhyang University Bucheon Hospital, emphasized, "The most effective way to prevent heat-related illnesses, such as heat exhaustion and heatstroke, is to actively seek or create shade. At an individual level, carrying a parasol or a sun-shading umbrella is highly recommended." According to Kim Ho-jung, utilizing portable shade can lower the perceived ambient temperature by as much as 10°C. By shielding the head, face, and upper body, parasols significantly reduce direct exposure to radiant heat.
To prevent heat-related illnesses during extreme weather, medical experts advise following these core safety guidelines:
Drink water regularly, even in the absence of thirst.
Avoid prolonged outdoor activities during the peak heat hours of 12 p.m. to 5 p.m.
Take frequent, structured breaks in shaded areas.
Wear loose-fitting, light-colored clothing with good ventilation.
Stay updated on daily temperature forecasts and heat-illness warnings.
If you experience warning symptoms such as dizziness, headaches, nausea, excessive sweating, or muscle cramps, immediately stop all activity and rest in a cool place.
