Amid repeated heat waves and heavy rains, Korean men are turning to G-Dragon to help normalize parasol use as a fashion trend.
The first severe heat wave warning of the year was issued last Sunday, followed by heavy rain warnings Tuesday for the Seoul metropolitan area and Gangwon Province. The Korea Meteorological Administration then forecast another heat wave and tropical nights.
G-Dragon told fellow BIGBANG member Daesung on YouTube that men want to carry parasols but feel self-conscious because no one else does, so they urge him to start. He is known for popularizing gender-neutral styles.
Sales of lightweight umbrellas and parasols at JAJU rose 38 percent month-on-month in June and 50 percent higher from July 1 to 8 compared with early June. Professor Kim Ho-jung of Soonchunhyang University Bucheon Hospital said parasols can lower perceived temperature by up to 10 degrees Celsius.
