A survey conducted by the Tokyo government shows that 44% of men in Japan have used sunscreens this summer, amid the country's record-breaking heat.
Notably, nearly half of them said that this was the first time they used umbrellas, marking a change in the concept of gender that is deeply widespread in Japanese society.
Although sunscreen is popular with women to avoid UV rays, in the context of high temperatures, many men say they use it simply to keep the body cool.
According to an online survey of about 8,400 people living, working or studying in Tokyo, 91% of women and 44% of men have used umbrellas this year. In men, 23% said they had used it since last year and 13% started two years ago.
The highest rate of cell use is recorded in men aged 20 - 30, with more than half saying they have used it this year. In contrast, the group of men in their 50s had the lowest use rate, only 39%.
When asked about their fear of others' looks, 61% of participants said they didn't feel uncomfortable being seen under an umbrella, while 34% said they felt less shy than they thought.
In addition, pork production and trading companies also recorded a sudden increase in sales, with at least four businesses reporting that the amount of pork sold to men was double that of last year.
According to the Japan Meteorological Agency, this summer recorded an average temperature of 2.36 degrees Celsius above normal - the highest level since data collection began in 1898. Isesaki City in Gunma Prefecture, northwest Tokyo, set a new record of 41.8 degrees Celsius.
This change in behavior, according to observers, reflects the extreme heat that is forcing Japanese society to re-adjust traditional concepts, including the definition of manhood.
