95% of Parents Anxious About Summer 'Omiyamairi' Amid Extreme Heat; Nice Baby Launches Traditional 'Ro' Kimono Rentals as a Cool Solution
Nice Baby, operated by Baby Lease Co., Ltd., has launched a summer rental service for traditional 'Ro' baby kimonos to combat extreme heat during Omiyamairi (shrine visit). A company survey reveals that 95% of parents are anxious about the summer heat, driving demand for highly breathable 'Ro' kimonos that preserve traditional elegance.
📋 Article Processing Timeline
- 📰 Published: May 20, 2026 at 21:30
- 🔍 Collected: May 20, 2026 at 13:01
- 🤖 AI Analyzed: May 20, 2026 at 13:13 (11 min after Collected)
Nice Baby, a baby product rental specialist with a 55-year history operated by Baby Lease Co., Ltd. (Headquarters: Matsudo, Chiba; CEO: Shutaro Yamazaki), has launched its limited-time summer rental of "Ro" material baby kimonos (ubugi), ideal for Omiyamairi (infant shrine visits). The highly breathable "Ro" kimonos have gained immense popularity every year as they reduce the physical burden on babies amid recent extreme summer heat.
◆ Nice Baby Official Website
https://www.nicebaby.co.jp
1. Launching "Ro" Baby Kimono Rentals for Summer Omiyamairi
Omiyamairi is a traditional event to celebrate a baby's birth, typically held around one month of age. For babies born just before summer, this timing coincides with extreme heat, leaving many families struggling with what their child should wear.
Omiyamairi is often conducted around 30 days after birth, a crucial time for commemorative photos as the baby's facial features become more distinct. However, considering the burden the heat places on the infant, many families are torn over whether to postpone the event.
In response to these needs, Nice Baby has once again launched its summer rental of traditional "Ro" baby kimonos. "Ro" is a material exclusively for summer that achieves high breathability through its sheer weave. It prevents heat from being trapped, making it highly suitable for protecting babies from the heat.
For families wishing to comfortably conduct Omiyamairi even in the hot season, the company proposes outfits that balance comfort and formal traditional elegance. It also accommodates cases where Omiyamairi is scheduled to coincide with homecoming trips or summer vacations, allowing many families to use the service with peace of mind.
2. Growing Need for Heat Countermeasures Year by Year
Due to the impact of recent extreme heat, awareness regarding heatstroke prevention and temperature management for babies is rising annually. Especially for outdoor events like Omiyamairi, an increasing number of families emphasize "not overexerting the baby."
Consequently, there is a trend of incorporating various heat countermeasures, such as keeping shrine visits short, adjusting the time of day, and utilizing cooling items, in addition to choosing breathable clothing.
The growing need to "cherish traditional events while protecting the baby's comfort" has led to expanded demand for summer attire and related services.
A survey actually conducted on Nice Baby's official Instagram and Threads revealed high levels of "anxiety regarding the heat" for summer Omiyamairi.
- Summer Omiyamairi: 95% are "anxious about heat countermeasures for the baby"
- Summer Omiyamairi: Voices considering "changing the timing" as a heat countermeasure
- Interest in cool summer baby kimonos (Ro) is at 100%
*Conducted via Nice Baby official Instagram Stories & Threads, and internal research
Survey Period: May 9 - May 12, 2026
Responses: 40
The survey showed many respondents saying they are "considering changing the timing due to worries about the heat."
On the other hand, the one-month mark, when Omiyamairi occurs, is a period when a baby's expressions and facial features change dramatically every day. For families, it is a significant milestone to capture their baby's "first formal attire" in photos.
In Japan, a culture of wearing kimonos at life's milestones to pray for growth and happiness has been passed down since ancient times. Outfits tailored for each occasion—such as the Omiyamairi kimono, first festivals, Shichi-Go-San, coming-of-age ceremonies, and weddings—are preserved as lifelong memories.
This is precisely why Nice Baby proposes the summer "Ro" baby kimono: an option that honors the desire to "avoid burdening the baby" while safely enjoying Japan's unique traditional celebratory culture.
3. The Characteristics of "Ro" for Comfort Even in Summer
"Ro" is a traditional material used for summer Omiyamairi attire.
It is finished into a fabric with a lace-like sheer feel by combining "karami-ori" (leno weave) and "hira-ori" (plain weave). Characterized by its unique linear patterns and visually cool texture, it is a kimono material unique to summer.
The fine gaps created by this weave serve as air passages, preventing heat accumulation and achieving high breathability. With a thin, light, and airy fit, it allows one to spend the hot season comfortably.
For babies whose body temperature regulation is immature and who sweat easily, choosing the right outfit is critical. The "Ro" baby kimono has been worn since olden times as a gentle choice suitable for summer Omiyamairi, as it reduces the baby's burden while maintaining a proper traditional appearance.
4. Merits Unique to Rental
Because the period of wearing an Omiyamairi kimono is limited, an increasing number of families are using rental services in recent years.
In particular, the summer "Ro" kimono has a short usage season, and opportunities to use it after purchase are scarce. Therefore, renting, which allows usage only for the necessary period, is supported as a rational choice. The fact that it saves the hassle of maintenance, such as storage and dry cleaning, is also a major benefit for families raising children.
[Fading Japanese Traditions]
Decline in gold-leaf artisans
◆ Nice Baby Official Website
https://www.nicebaby.co.jp
1. Launching "Ro" Baby Kimono Rentals for Summer Omiyamairi
Omiyamairi is a traditional event to celebrate a baby's birth, typically held around one month of age. For babies born just before summer, this timing coincides with extreme heat, leaving many families struggling with what their child should wear.
Omiyamairi is often conducted around 30 days after birth, a crucial time for commemorative photos as the baby's facial features become more distinct. However, considering the burden the heat places on the infant, many families are torn over whether to postpone the event.
In response to these needs, Nice Baby has once again launched its summer rental of traditional "Ro" baby kimonos. "Ro" is a material exclusively for summer that achieves high breathability through its sheer weave. It prevents heat from being trapped, making it highly suitable for protecting babies from the heat.
For families wishing to comfortably conduct Omiyamairi even in the hot season, the company proposes outfits that balance comfort and formal traditional elegance. It also accommodates cases where Omiyamairi is scheduled to coincide with homecoming trips or summer vacations, allowing many families to use the service with peace of mind.
2. Growing Need for Heat Countermeasures Year by Year
Due to the impact of recent extreme heat, awareness regarding heatstroke prevention and temperature management for babies is rising annually. Especially for outdoor events like Omiyamairi, an increasing number of families emphasize "not overexerting the baby."
Consequently, there is a trend of incorporating various heat countermeasures, such as keeping shrine visits short, adjusting the time of day, and utilizing cooling items, in addition to choosing breathable clothing.
The growing need to "cherish traditional events while protecting the baby's comfort" has led to expanded demand for summer attire and related services.
A survey actually conducted on Nice Baby's official Instagram and Threads revealed high levels of "anxiety regarding the heat" for summer Omiyamairi.
- Summer Omiyamairi: 95% are "anxious about heat countermeasures for the baby"
- Summer Omiyamairi: Voices considering "changing the timing" as a heat countermeasure
- Interest in cool summer baby kimonos (Ro) is at 100%
*Conducted via Nice Baby official Instagram Stories & Threads, and internal research
Survey Period: May 9 - May 12, 2026
Responses: 40
The survey showed many respondents saying they are "considering changing the timing due to worries about the heat."
On the other hand, the one-month mark, when Omiyamairi occurs, is a period when a baby's expressions and facial features change dramatically every day. For families, it is a significant milestone to capture their baby's "first formal attire" in photos.
In Japan, a culture of wearing kimonos at life's milestones to pray for growth and happiness has been passed down since ancient times. Outfits tailored for each occasion—such as the Omiyamairi kimono, first festivals, Shichi-Go-San, coming-of-age ceremonies, and weddings—are preserved as lifelong memories.
This is precisely why Nice Baby proposes the summer "Ro" baby kimono: an option that honors the desire to "avoid burdening the baby" while safely enjoying Japan's unique traditional celebratory culture.
3. The Characteristics of "Ro" for Comfort Even in Summer
"Ro" is a traditional material used for summer Omiyamairi attire.
It is finished into a fabric with a lace-like sheer feel by combining "karami-ori" (leno weave) and "hira-ori" (plain weave). Characterized by its unique linear patterns and visually cool texture, it is a kimono material unique to summer.
The fine gaps created by this weave serve as air passages, preventing heat accumulation and achieving high breathability. With a thin, light, and airy fit, it allows one to spend the hot season comfortably.
For babies whose body temperature regulation is immature and who sweat easily, choosing the right outfit is critical. The "Ro" baby kimono has been worn since olden times as a gentle choice suitable for summer Omiyamairi, as it reduces the baby's burden while maintaining a proper traditional appearance.
4. Merits Unique to Rental
Because the period of wearing an Omiyamairi kimono is limited, an increasing number of families are using rental services in recent years.
In particular, the summer "Ro" kimono has a short usage season, and opportunities to use it after purchase are scarce. Therefore, renting, which allows usage only for the necessary period, is supported as a rational choice. The fact that it saves the hassle of maintenance, such as storage and dry cleaning, is also a major benefit for families raising children.
[Fading Japanese Traditions]
Decline in gold-leaf artisans
FAQ
What should I consider for a baby's outfit for a summer Omiyamairi?
It is crucial to choose breathable materials that do not trap heat. Nice Baby recommends kimonos made of 'Ro', a traditional summer fabric.
Where can I rent a 'Ro' baby kimono?
You can rent them nationwide in Japan through the website of 'Nice Baby', operated by Baby Lease Co., Ltd., based in Matsudo, Chiba.
Is it okay to delay Omiyamairi to avoid the summer heat?
Yes, many families prioritize their baby's health and delay the event. Renting a 'Ro' kimono also allows for flexible timing, such as during summer holidays.