Unveiling the Real Reason Why It's Still Hot Even with the Air Conditioner On: A 28-Year Heat Shielding Researcher Releases a New Summer Essential from Kodansha

Summary

Nihon Shanetu Co., Ltd. (Ashikaga City, Tochigi Prefecture; CEO: Shuhei Noguchi) announces the release of a new book titled 'Saving the Earth! Achieving Comfortable Living! The Ultimate Introduction to Heat Shielding' (Kodansha), authored by CEO Shuhei Noguchi, available starting July 3, 2026.

'It's still hot even with the air conditioner on.'

'Even in a high-insulation home, summer nights are uncomfortable for sleeping.'

'Even with solar panels installed, the roof still gets hot.'

These common discomforts share one overlooked root cause:

Radiant heat.

This book, written by an author who has conducted thousands of experiments and validations over 28 years since 1998, is a 261-page introductory guide that anyone—regardless of technical background—can understand. It covers the true nature of heat, the mechanisms of heat shielding, key installation points, and its relationship with the global environment.

▼ Available for purchase at:

Yahoo! Store: https://store.shopping.yahoo.co.jp/nihonshanetu/n-shoseki.html

Rakuten: https://item.rakuten.co.jp/nihonshanetu/n-shoseki/

Why 'Heat Shielding' Matters Now

The idea that 'insulation alone brings coolness' is a misconception.

Despite the spread of high-insulation homes, Japan's summer heat remains unbearable.

Insulation materials only slow down heat conduction—they cannot block radiant heat.

The harder you run your air conditioner, the higher your electricity bill climbs, yet the fundamental heat persists.

This vicious cycle is thoroughly explained in the book.

【What You’ll Learn from This Book】

- The real cause of summer heat is 'radiant heat,' a concept distinct from 'temperature'

- Why insulation alone fails to prevent summer heat

- The fundamentals of heat shielding: 'reflection,' 'radiation,' and 'ventilation layers'

- Common pitfalls in heat countermeasures, such as over-reliance on air conditioners and fans

- Smart ways to combine solar panels with heat shielding

- How heat shielding affects sleep, concentration, work efficiency, and electricity costs

- The role of heat shielding technology in Zero Energy Homes (ZEH)

Five-star reviews pouring in from NetGalley advance readers

The book received glowing five-star reviews during its advance release on NetGalley.

Comments like 'As a layperson, I was able to deeply understand heat dynamics. This could change society,' and 'Finally, I understand why it’s still hot indoors despite running the AC—radiant heat makes it all clear,' show strong appreciation even from non-expert readers.

Book Overview

Title: Saving the Earth! Achieving Comfortable Living! The Ultimate Introduction to Heat Shielding Author: Shuhei Noguchi (CEO, Nihon Shanetu Co., Ltd.) Publisher: Kodansha Release Date: July 3, 2026 Price: ¥1,500 (excluding tax) Pages: 261 NetGalley Free Preview URL: https://www.netgalley.jp/catalog/book/849143 ISBN: 9784065444399

Author Profile

Shuhei Noguchi CEO of Nihon Shanetu Co., Ltd. In 1998, he experienced a factory in the U.S. where, despite extreme heat, the indoor environment remained comfortable without air conditioning thanks to heat shielding. This sparked his interest in heat shielding technology. Since then, he has independently conducted thousands of experiments and validations, advancing research and development of heat shielding materials and installation methods. He holds numerous patents and utility models and has received multiple awards, including the Minister of Education, Culture, Sports, Science and Technology Award, the Commissioner of the Japan Patent Office Commendation Award, and the President of the Japan Patent Attorneys Association Award. He is actively promoting heat shielding to achieve energy savings, heatstroke prevention, and climate change mitigation.