JMA Sets New 'Extreme Heat Day' (40°C+) Category; 'Initial Hinyari Expo 2026' to Showcase Summer Cooling Trends for Media Coverage

Social interest in heat countermeasures is rising rapidly as the Japan Meteorological Agency establishes a new 'Extreme Heat Day' category for maximum temperatures of 40°C or higher. In response, Initial Inc. (Headquarters: Minato-ku, Tokyo; CEO: Yui Fujiwara) will host 'Initial Hinyari Expo 2026' on Friday, June 5, 2026. This exhibition for the media will bring together companies offering cooling/chilling products and summer appliances.

As a venue where media professionals can get a head start on summer sales trends in the 'Extreme Heat' era, the expo allows for the coverage and filming of the latest products and services all at once. Furthermore, a PR and business networking session will be held after the exhibition to provide opportunities for information exchange and relationship building.

This event is organized by Initial Inc. as a joint exhibition and press conference based on feedback from the media, such as 'We want to be introduced to the latest info and products at once,' 'We want to cover and film multiple companies and products at one time,' and 'We want to connect with many PR representatives for information gathering.'

In addition to being a venue for article writing and information gathering, PR representatives from each company will be in attendance, offering media members an opportunity to build new connections. Furthermore, hero products and new product samples from each company will be available as gifts (in limited quantities).

【Overview of Initial Hinyari Expo 2026】
● Name: Initial Hinyari Expo 2026
● Date/Time: June 5, 2026 (Fri) 11:00-15:00
● Venue: Vector Studio (Akasaka Garden City 16F, 4-15-1 Akasaka, Minato-ku, Tokyo)
● Access: 7-min walk from Aoyama-itchome Station (Exit 4) or Akasaka-mitsuke Station (Exit A)
● Cooperating Companies: Approx. 15 companies for booth exhibits and product provision

【Exhibiting Companies Still Being Recruited!】
Initial Hinyari Expo 2026 is currently looking for more exhibiting companies and brands. This is a chance to directly pitch your products to the media as interest in heat measures peaks. Interested parties should contact the inquiry desk by June 3 (Wed) at 18:00.

■ About Initial Inc.
Initial Inc. is a group company responsible for the strategic PR business of Vector Inc., Asia's leading PR firm. By utilizing the diverse solutions of the Vector Group, Initial provides optimal communication strategies to its clients.
Company Name: Initial Inc.
CEO: Yui Fujiwara
Location: Akasaka Garden City 18F, 4-15-1 Akasaka, Minato-ku, Tokyo
Established: August 1, 2012
Business: PR planning and implementation, PR agency/consulting, branding, IR communication, SNS marketing, event planning/execution.
URL: https://initialinc.co.jp/