Japanese consumers are increasingly purchasing specialized handheld fans as temperatures in Tokyo hit 31.6°C [1] this Friday.
The shift toward variety reflects a growing need for targeted cooling solutions. While some users prioritize portability for daily commutes, others are opting for high-power devices to manage extreme outdoor heat.
Retailers are seeing a diversification in consumer behavior. Shoko Kaminari, a spokesperson for Loft, said handheld fans evolve every year and customers are now buying additional units to suit different specific scenes [2]. This trend is evident at the Shibuya Loft store, which stocks approximately 150 different types of fans [1].
One end of the spectrum focuses on extreme power. Doshisha Co. recently released a large-scale model with a diameter of 16.5cm [4]. According to company president Masayuki Nomura, the device features a wind volume approximately three times that of conventional products [5]. Nomura said the concept for the oversized fan was to ensure it is "cool even for a gorilla" [4]. The device requires about four hours for a full charge [6].
Conversely, the market is also moving toward high-velocity, compact designs. The "iFan Jet" from Eles, priced at 2,178 yen [3], can reach a maximum wind speed of 15 m/s [8]. This specific model sold 6,800 units at Loft stores alone during May [3].
Other brands are also entering the compact space. Muji released its own small fan on April 8 [7]. This variety allows users to choose between a device that fits in a pocket, or one that provides maximum airflow for stationary use.
Local users say these tools have become essential. One woman in her 20s said she uses a fan almost every day and believes they are indispensable for the Tokyo summer [2].
“"Tokyo's summer is something I feel I cannot do without [them]."”
The diversification of the handheld fan market suggests that Japanese consumers no longer view personal cooling as a one-size-fits-all utility. By splitting the market into 'ultra-portable' and 'high-performance' tiers, manufacturers are responding to the reality of urban heat islands where different environments—such as crowded trains versus outdoor events—require different levels of airflow and portability.
