New Heatstroke Countermeasures Implemented to Protect Children from Extreme Heat: Mizuho City Donates "PROTECT U" Heat-Shielding Umbrellas and Hats to Approximately 500 New First-Graders at 7 City Schools

Mayor Mori, Children, i.D Inc.

Mizuho City, Gifu Prefecture, and i.D Inc. (hereinafter referred to as "i.D") held the Mizuho City "Protecting the Future Heat-Shielding School Commute Project" PROTECT U Donation Ceremony on June 29, 2026 (Mon) at the gymnasium of Ushimaki Elementary School in Mizuho City. Heat-shielding umbrellas and hats "PROTECT U" were presented to approximately 500 new first-graders from 7 elementary schools in the city. In recent years, as summer heat intensifies year by year, heatstroke countermeasures during children's commutes to and from school have become a nationwide issue. In response to these challenges, Mizuho City is implementing an initiative to distribute umbrellas and hats to approximately 500 new first-graders at 7 schools in the city. On the day of the event, Mayor Mori and Ms. Rina Kitamoto from i.D's Sales Department gave speeches, followed by a presentation to student representatives and a photo session. After the ceremony, interviews were conducted with children and their parents, and footage was taken of the umbrellas being used. Children and parents expressed their expectations for the upcoming summer and positive sentiments regarding heatstroke countermeasures for their commutes.

Children and Parents Express Expectations for Heat Measures

Following the donation ceremony, interviews were conducted with children and parents who received the umbrellas and hats.

Children commented, "(When I use the umbrella) it's cool!" "I want to use it when I go to school," and "I'm looking forward to using it on hot days," showing their interest in the new heat-mitigation items. Parents also shared their thoughts, saying, "Heatstroke is scary, so I hope they can go to school energetically using the umbrella," and "I want to talk about the correct way to use the umbrella at home once." The initiative was perceived not only as a way to raise children's awareness of heat countermeasures but also as a source of reassurance for parents.

Interviews with Parents Children Using Heatstroke Prevention Umbrellas

How to Protect Against Hot Commutes: Mizuho City Distributes Umbrellas and Hats to Approximately 500 New First-Graders

At the ceremony, Mayor Mori and Ms. Rina Kitamoto, Manager of the Sales Department at i.D, took the stage to explain their thoughts and the background of this initiative.

Mayor Mori touched upon the increasing importance of heatstroke countermeasures due to recent temperature rises and commented, "We decided to introduce these umbrellas because they lower the perceived temperature and, specifically, heat-shielding umbrellas reduce the amount of sweat produced." He also urged the children to "look ahead while walking to and from school, as using an umbrella might distract you by drawing your attention," demonstrating how to use the umbrella.

Ms. Kitamoto commented to the children, "The umbrellas and hats we are giving you are to protect you from the heat." She expressed her hope that "you will talk a lot with your friends and family about taking heatstroke precautions on hot days!"

Representative children also shared their excitement, saying, "I was happy!" "It was a lot of fun!" "I will take good care of these wonderful umbrellas and sun hats. Thank you very much!" showing their anticipation for the summer ahead with the new umbrellas and hats.

PROTECT U Donation Ceremony PROTECT U Heat-Shielding Hat PROTECT U Heat-Shielding Umbrella

Interview Comments

At the ceremony, Mayor Mori and Ms. Rina Kitamoto, Manager of the Sales Department at i.D Inc., took the stage to explain their thoughts and the background of this initiative.

Mayor Mori commented, "Addressing heatstroke among children during their commutes is something that the administration and the board of education must take responsibility for, which also influenced this introduction." He added, "We want to promote the use of umbrellas and hats as a heatstroke countermeasure, expecting them to become a regular habit and routine during commutes."

Ms. Kitamoto stated, "This is not just about providing products; we hope it will serve as an opportunity for the entire community to think about heatstroke countermeasures for children." She emphasized, "Implementing heat measures in children's daily lives is only possible through cooperation with the community, schools, and parents, making collaboration very important." She expressed her hope that "this initiative will spread to other regions, creating an environment where heatstroke countermeasures for children become commonplace."

About i.D Inc.'s "Municipal Collaboration" and "Children's Heat Measures"

This initiative was implemented to protect the health and safety of children against the backdrop of rising temperatures due to global warming and increasing heatstroke risks.

In recent years, there has been an increase in emergency transports due to heatstroke during school life, commutes, and outdoor activities, making countermeasures against the heat environment surrounding children a societal issue. As a company, we aim to contribute to heatstroke prevention through product development, and we have been developing heat-shielding umbrellas, hats, and other products that suppress temperature rise and prevent heatstroke. We find it highly significant to have the opportunity to deliver these initiatives to children in the community through our collaboration with Mizuho City. We believe that expanding heatstroke countermeasures to communities through collaboration with municipalities is not merely product provision but a step towards a new social initiative to protect children's health.

Moving forward, we will continue to contribute to creating an environment where more children can spend their time safely by strengthening collaboration with municipalities, educational institutions, and companies, and by promoting and raising awareness about heatstroke countermeasures.

About Mizuho City

Mizuho City is located in the southwestern part of Gifu Prefecture and is known as the birthplace of the Fuyu persimmon. It is a town with a population of approximately 57,000. Situated between the cities of Gifu and Ogaki, it is a vibrant town experiencing population growth within the prefecture due to its high transportation convenience and rich rural environment.

i.D Inc. is a company that plans, develops, and sells cosmetics and daily necessities, as well as exports them. The company handles everything from product concept planning to development and sales, while capturing market trends and consumer needs. They offer a wide range of brands and products across various categories, including the cosmetic brands "ÉTOILE ROSE" and "minum," the heatstroke prevention brand "PROTECT U," the "Pokapoka Kairo" series of warming items, and the healthcare brand "Re/12CARE." Moving forward, they will continue to provide new value to consumers' lives through products that combine functionality and design.

About PROTECT U

PROTECT U is a functional brand aimed at heat and UV protection in extreme heat environments. Against the backdrop of increasingly severe summer climate changes and rising heatstroke risks, the brand plans and develops highly practical heat-mitigation items for daily life and outdoor activities. They offer products with heat-shielding, UV-cut, and cooling functions, such as heat-shielding umbrellas, heat-shielding hats, UV-cut hoodies, and cool-touch T-shirts, proposing a lifestyle that allows for comfortable living even in extreme heat.

PROTECT U Product Images