Japan experiences harsh summers, with about 70% of the year's ultraviolet (UV) radiation concentrated from April to September, according to Tokyo Weekender. UV radiation includes two main types: UVB, which causes sunburn and superficial skin damage, and UVA, which penetrates deeper, promoting premature aging. Even on cloudy days, up to 80% of UV rays penetrate the skin. Consequently, sun protection has become a routine for the country's residents, rather than just a weather-dependent response.

Instead of relying on a single measure, many Japanese Gen Z individuals adopt a multi-layered approach to protection. The first layer comes from within: a diet rich in vitamins C, E, or lycopene helps skin increase its natural resistance to UV damage. The second layer involves actively avoiding peak UV hours from 10h-16h. The third layer is sunscreen, which provides direct protection for exposed skin, requiring adequate application and reapplication every two hours, especially after sweating or swimming.

Tokyo Weekender points out that while people in many Southern European countries embrace the sun with bare shoulders, the Japanese respond to sunlight with technology and community awareness, recognizing the risk of skin cancer.

Crowds at a Shibuya intersection, Tokyo, Japan, 4/2023. *Photo: AFP*

William Ng and Shigaku Ikeda conducted a study on sun protection habits of pedestrians in Tokyo, Japan, publishing their findings in Archives of Dermatology in 2011. From 7-22/8/2010, the research team observed 2,338 people in five central districts—Ginza, Asakusa, Shibuya, Shinjuku, and Ikebukuro—between 11h-14h on weekends. The results showed that many people used at least one protective measure such as an umbrella, hat, sunglasses, or UV-protective sleeves, with umbrellas being the most common. Data indicated that about 53% of women and 30,2% of men used at least one sun protection measure when moving outdoors during peak UV hours.

This lifestyle has led many to prioritize lightweight, effective, and comfortable clothing for daily wear. Most Japanese Gen Z demand protective apparel that meets diverse temperature conditions, resisting both strong sun and air-conditioned environments like offices or train cars. Young people also value designs with transparent, certified protection.

Clothing can absorb or reflect UV rays and is one of the most effective forms of protection against sun damage. *Photo: Uniqlo*

In Japan, Uniqlo's UV-blocking apparel is popular with consumers. According to Tokyo Weekender, the manufacturer states its products block more than 90% of UV rays, demonstrating that this is not merely a fashion trend but a way for the brand to integrate skin health care into daily routines.

This approach is relevant to Vietnam's climate, where heat often persists for most of the year. Data from the National Center for Hydro-Meteorological Forecasting shows that in early 2026, the UV index in TP HCM and the Southern region consistently reached 8-10, classified as very high to extreme by WHO. At this level, about 15 minutes of direct sun exposure without protection can cause skin damage.

Uniqlo's UV-protective clothing can both safeguard health and be practical for outdoor activities and daily life. When protection and practicality are emphasized, UV-protective clothing can become a natural part of daily habits. *Photo: Uniqlo*

On social media, many Vietnamese Gen Z members believe that with increasing heat and UV index, skin protection needs to be seen as a daily health care habit. Many commented that Uniqlo focuses on UV-protective clothing that combines protection with comfortable, convenient wear in various situations. Technologies like AIRism or Dry-Ex create a cooler, more breathable feel, suitable for a continuously mobile lifestyle.

Thanh Ha (24 years old, TP HCM) garnered agreement with her view: "Through the way Japanese people care for their skin and protect themselves from the sun with Uniqlo apparel, it's clear they prioritize applying technology, putting effectiveness first, and trusting in lasting quality."

"With UV-protective products from Uniqlo, the important thing is not the price or the feeling of coverage, but the level of reliability. Because ultimately, good habits are sustained by making the right choices," Minh Anh (29 years old, Tay Ninh) commented on Instagram.

Dong Ve