Survey of 500 Women Reveals 'Tote Bag' as the No. 1 Summer Bag! ROOTOTE Launches '#SummerMeansTote' Fair to Address Summer Concerns

ROOTOTE Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; CEO: Fujio Kamiya), which operates the specialized tote bag brand ROOTOTE, conducted a 'Survey on Summer Outings and Heat Countermeasures' targeting 500 women in their 20s to 60s nationwide.

Based on the survey results, the specialized tote bag brand ROOTOTE, which proposes 'fun outings', will hold the '#SummerMeansTote' fair starting Friday, June 5. The fair will feature tote bags designed to solve the problems of summer outings and make them more enjoyable.

Survey Summary

Challenges of 'Increased Luggage' and 'Heat/Sweat' during summer outings identified through a survey of 500 women.

- The No. 1 bag used in summer is the 'Tote Bag': 45.8%

- The No. 1 problem during summer outings is 'Uncomfortable due to sweat': 63.4%

- Depressed about going out due to the heat: 54.8% / Worried about heatstroke: 51.2%

- Luggage increases due to drinks and parasols: 40.2%

- The No. 1 problem with summer bags is 'The bag is heavy and tiring': 29.2%

- The No. 1 requested feature for summer bags is 'Lightweight and not tiring': 45.8%

Survey Overview

- Survey Period: Wednesday, April 22 to Thursday, April 23, 2026

- Target Audience: Women in their 20s to 60s nationwide

- Number of Respondents: 500 (100 for each age group)

- Survey Method: Internet survey using Cross Marketing Group's self-service survey tool 'QiQUMO'

Detailed Survey Results

1. Over 60% are 'Uncomfortable due to sweat' during summer outings. Over half are 'Depressed about going out' and 'Worried about heatstroke'. The survey results showed that the top problem during summer outings is 'Uncomfortable due to sweat' (63.4%). This was followed by 'Depressed about going out due to the heat' (54.8%), 'Worried about heatstroke' (51.2%), 'Luggage increases due to drinks and parasols' (40.2%), and 'Worried about food or lunchboxes spoiling' (29.6%).

2. Heat countermeasures lead to increased luggage; 40.2% answered 'Luggage increases'. During summer outings, a clear trend emerged where carrying heat relief goods increased luggage. The usage rates for major heat relief items were: parasols (63.6%), drinks (49%), hats (41.8%), towels (30.2%), handheld fans (20.2%), and cooling goods (15%). Additionally, 23.4% responded that 'One hand is occupied by a parasol or handheld fan', highlighting the demand for convenience that leaves both hands free.

3. The No. 1 problem with summer bags is 'The bag is heavy and tiring' (29.2%), and No. 2 is 'Feeling hotter because the bag is in close contact with the body' (28.6%). With the tendency for luggage to increase, the most common complaint was feeling the burden of the bag's weight. It also became clear that people feel hotter when the bag is in close contact with their bodies. On the other hand, the most requested feature for summer bags was 'Lightweight and not tiring' (45.8%), followed by 'Easy to put in and take out items' (37.8%) and 'Can be washed entirely and kept clean' (32.6%).

4. The most used bag in summer is the 'Tote Bag'. The survey found that the most used bag in summer is the 'Tote Bag' (45.8%). It became clear that tote bags are chosen by many women because of their lightness, ease of putting in and taking out items, and ease of carrying when luggage increases during summer outings.

'#SummerMeansTote' Fair

To respond to the summer problems revealed in the survey of 500 women through tote bags, which ranked No. 1 in summer bag usage, ROOTOTE will hold the '#SummerMeansTote' fair starting Friday, June 5.

The brand will roll out eight categories of tote bags that solve the problems of summer outings and make going out more enjoyable.

[Summer Problems and Demands Identified in the Survey vs. Solutions] - Luggage increases due to drinks and parasols (40.2%) / No. 1 summer bag problem: 'The bag is heavy and tiring' (29.2%) / No. 1 requested feature for summer bags: 'Lightweight and not tiring' (45.8%) -> Solution: Lightweight Totes

- One hand is occupied by a parasol or handheld fan (23.4%) -> Solution: Hands-free Totes

- No. 1 summer outing problem: 'Uncomfortable due to sweat' (63.4%) / No. 3 requested feature for summer bags: 'Can be washed entirely and kept clean' (32.6%) -> Solution: Washable Totes

- Carrying drinks for hydration (49%) / No. 2 requested feature for summer bags: 'Easy to put in and take out items' (37.8%) -> Solution: Hydration Support Totes