'Rakuten Ichiba' Announces Summer 2026 Trend Forecast
Rakuten Group has announced the 'Summer 2026 Trend Forecast' based on purchasing data and surveys from 'Rakuten Ichiba'. Against the backdrop of record-breaking extreme heat, 'New Extreme Heat Countermeasures' such as 'wearable cooling armor' that directly cools the body and heat countermeasure goods for pets are attracting attention. In addition, demand for 'New Summer Tradition Gourmet' such as appetite-stimulating 'Spicy, Sour, Cold Noodles' and highly entertaining 'Fun Somen' is predicted to expand, showing that consumers' heat countermeasures are becoming more advanced and diverse.
📋 Article Processing Timeline
- 📰 Published: June 1, 2026 at 19:36
- 🔍 Collected: June 1, 2026 at 10:50
- 🤖 AI Analyzed: June 2, 2026 at 06:49 (19h 58m after Collected)
Rakuten Group, Inc. (hereinafter 'Rakuten') announced today the ''Rakuten Ichiba' Summer 2026 Trend Forecast,' which summarizes consumer behaviors and products expected to attract attention this summer, based on the analysis of user purchasing behavior data on its internet shopping mall 'Rakuten Ichiba' and questionnaire surveys of general consumers.
■ 'New' Extreme Heat Countermeasures - Extreme heat strategy goods for a new era
As record-breaking heat becomes the norm, 'Rakuten Ichiba' conducted the 'Questionnaire Survey on Summer 2026 Behavior and Consumption' (hereinafter 'this survey') to investigate consumers' awareness of heat and actual countermeasures. When asked about the summer heat over the past five years compared to before (six years ago), about 90% of the total respondents felt that the summer heat has increased (Figure 1). Furthermore, in response to the question, 'Were your heat countermeasures sufficient last summer?', more than one in four people felt that 'countermeasures were insufficient' (Figure 2). As reasons for this, many free answers were given, such as 'Even with countermeasures, it is still hot' and 'Heat countermeasure goods did not work, and I got heatstroke,' indicating a demand for new responses and countermeasures tailored to the increasingly severe summer heat year by year. Against this background, it can be predicted that the demand for 'extreme heat strategy goods' that help adapt to recent midsummer days, extreme heat days, and severe heat days in some areas (Note 1) will increase.
① 'Wearable cooling armor' that directly cools the body to protect oneself
'Rakuten Ichiba' handles a large number of summer heat countermeasure products, and the gross merchandise sales (GMS) in 2025 expanded by about 1.4 times. Specifically, while heat countermeasure goods such as 'parasols,' 'neck rings,' and 'handy fans' maintain steady demand, 'wearable cooling armor' goods that can be worn on the body to directly cool and regulate body temperature are attracting attention under the harsh environments of recent years. For example, the GMS of 'ice hats' that cool the head has grown significantly by about 3.2 times year-on-year, and 'air-conditioned wear' equipped with fans to send air inside clothes has grown by about 1.6 times year-on-year. In addition, 'water-cooled wear' related items such as clothes, hats, and stroller seats that circulate water inside to directly suppress body temperature rise are appearing one after another, and expectations are high for them as the latest goods to conquer the extreme heat (Note 2).
② 'Evolved cooling goods' with enhanced cooling effects and duration
In this survey, regarding the points emphasized when choosing heat countermeasure goods, 69.2% of people cited 'high cooling effect' and 57.4% cited 'duration' (Figure 3). Also in 'Rakuten Ichiba,' instead of conventional ice packs and ice, stainless steel 'ice packs' are popular as next-generation items that combine duration and cooling performance, and their GMS has grown significantly by about 14.6 times year-on-year. In addition, products such as titanium 'ice cubes' and 'neck coolers' equipped with Peltier elements have also appeared, suggesting that consumers are seeking a higher level of heat countermeasures (Note 3).
③ 'Multi-function + fan' (Plus Fan) with multiple uses
In 'Rakuten Ichiba,' 'Multi-function + fan,' which attaches fans to miscellaneous goods and accessories for various purposes, is gaining popularity. The GMS of multi-function fans has grown by about 1.6 times year-on-year, and among them, 'waist-hanging fans' that blow air by hanging on bags or clothes have grown by about 5.6 times, and 'neck-hanging fans' by about 1.5 times, drawing attention to products that allow users to cool down hands-free. In addition, products with small fans attached to items for other purposes, such as 'selfie sticks with fans' and 'parasols with fans,' have also appeared (Note 4).
④ 'Summer retreat wear' acting as part of fashion coordination
The movement to enjoy 'summer retreat wear' that incorporates heat and sunburn prevention products as part of fashion coordination is also accelerating. On the fashion e-commerce site 'Rakuten Fashion' operated by Rakuten, the number of heat countermeasure-related products handled by fashion brands has surged by about 1.7 times year-on-year (Note 5). Among them, 'arm covers' are attracting attention for their high design quality that can be used as fashion items like layering, in addition to being a sunshade and a countermeasure against air conditioning indoors. Also in the fashion genre of 'Rakuten Ichiba,' the GMS of products using special materials such as 'UV cut' and 'cooling sensation' for 'arm covers' and 'face covers' has grown remarkably by about 1.4 times year-on-year (Note 6).
⑤ 'Dog and Cat Coolers' for full-scale pet heat countermeasures
There is also a trend to strengthen heat countermeasures for pets such as dogs and cats. In this survey, when people who own pets were asked, 'Are you anxious about the impact of summer heat on your pets?', more than 80% of people were concerned about the impact of summer heat on their pets (Figure 4). Furthermore, in response to the questions, 'What is your budget for your own heat countermeasures this season?' and 'What is your budget for your pet's heat countermeasures?', it became clear that the expenses spent on pet heat countermeasures are concentrated in a higher price range than the expenses for the owners' own heat countermeasures (Figure 5). Also in 'Rakuten Ichiba,' the GMS of pet heat countermeasure-related products has grown by about 1.3 times year-on-year, and among them, 'cool vests' worn by pets have grown by about 1.5 times year-on-year (Note 7), showing that the growing awareness of wanting to protect precious family pets from heatstroke is driving the rapid expansion of the related market.
[Product Examples]
① 'Wearable cooling armor'
Product name: Water-cooled vest
Store name: Kurashi no e-shop
URL: https://item.rakuten.co.jp/e-kurashi/12836/
② 'Evolved cooling goods'
Product name: Torras - COOLIFY Air Neck Cooler
Store name: FOX STORE Rakuten Ichiba Store
URL: https://item.rakuten.co.jp/caseplay/coolify-air-2026/
③ 'Multi-function + fan'
Product name: Handy fan that also becomes a selfie stick
Store name: Life on Products Rakuten Ichiba Store
URL: https://item.rakuten.co.jp/lifeonproducts/lcaf040/
④ 'Summer retreat wear'
Product name: UV cut contact cooling sensation arm cover
Store name: Wpc./KiU OFFICIAL SHOP
URL: https://item.rakuten.co.jp/wpc-worldparty/w130-001-103/
Product name: [WEB exclusive] Minus 18°C UV hat with neck & face cover / Heat shielding, UV cut, water repellent
Store name: VIS (Rakuten Fashion)
URL: https://brandavenue.rakuten.co.jp/item/RP6571/
⑤ 'Dog and Cat Coolers'
Product name: Cool vest for pets
Store name: BEST CHOICE
URL: https://item.rakuten.co.jp/kakuyasubenri/fy0000/
■ 'New' Summer Tradition Gourmet - Updating classic summer gourmet
In this survey, when asked what comes to mind when hearing about classic summer gourmet, the top answers were 'chilled Chinese noodles (hiyashi chuka),' 'shaved ice, ice cream, sherbet,' and 'somen' in that order (Figure 6). It can be seen that noodles that are easy to cook and can be enjoyed smoothly even in seasons when appetite tends to drop, and cold sweets that cool the body have become established as classic summer gourmet. In recent years, menus that have been loved for many years as classic summer gourmet have also evolved widely in how they are enjoyed due to extreme heat and changes in lifestyle.
⑥ 'Spicy, Sour, Cold Noodles' that stimulate the appetite
Also in 'Rakuten Ichiba,' 'noodle' related products in summer tend to have the highest demand throughout the year, and looking at the trend over the past three years, the GMS of noodles expands by about 1.5 times from June to July compared to the annual average (Note 8). In addition to classic noodles such as 'chilled Chinese noodles,' 'somen,' and 'soba,' as summer demand, the distribution of 'spicy noodles (karamen)' with a spicy and savory soup effective with chili and garlic originating in Nobeoka City, Miyazaki Prefecture, is about 2.5 times year-on-year, 'hot and sour soup noodles (sanratanmen)' with a rich sour and spicy soup from China is about 1.8 times, and 'cold noodles (reimen)' eaten with cold soup or spicy sauce is about 1.1 times, each growing in GMS year-on-year. Towards the full-scale heat from now on, it can be predicted that the demand for 'Spicy, Sour, Cold Noodles,' which multiplies 'spicy,' 'sour,' 'chilled,' and 'noodles' to boost appetite, will grow further (Note 9).
⑦ 'Fun Somen' turning into entertainment with flowing somen and unique dipping sauces
'Somen,' one of the traditions that color the summer dining table, is also diversifying in how it is eaten and enjoyed. As summer demand, 'large-capacity somen' is performing well at about 1.2 times year-on-year. In addition, 'flowing somen machines' that turn the dining table into entertainment are also growing at about 1.2 times year-on-year, and a wide variety of flowing somen machines have appeared, such as products enjoyed by children and families, types for one person, and portable types. In this survey, 39.0% of users raising children who have summer vacation answered that 'the number of times to make meals increases' as a trouble during summer vacation (Figure 7), and it is inferred that 'flowing somen machines' tend to be purchased as goods for children to easily enjoy meals indoors. In addition, recipes for arranging unique dipping sauces and somen left over at the end of summer have been posted in large numbers on the recipe site 'Rakuten Recipe' operated by Rakuten and SNS, and the excitement in the 'somen community' is likely to continue (Note 10).
⑧ 'Chilled melting-change sweets' where various textures can be enjoyed depending on the thawing time
In this survey, when investigating gourmet foods thought to be effective for heat countermeasures, more than 60% answered 'chilled sweets (ice cream, shaved ice, jelly, etc.)' (Figure 8). Among them, attention this summer is on 'chilled melting-change sweets' that combine a cool texture with a new taste, allowing various textures to be enjoyed depending on the thawing time. In 'Rakuten Ichiba,' 'fresh cream daifuku,' which traps fresh cream in daifuku and is delivered frozen, is gaining support at about 1.2 times year-on-year (Note 11), and this year, new sensation chilled sweets such as 'kuzu ice,' 'chilled daifuku,' and 'cheese terrine' are hot stocks.
⑨ 'Frozen arrangement' just by freezing unexpected ingredients
In 'Rakuten Ichiba,' many items such as 'chilled roasted sweet potatoes,' 'ice plums,' and 'ice dried persimmons' are sold, and among them, the GMS of 'chilled roasted sweet potatoes' has grown by about 1.2 times year-on-year (Note 12). Also in this survey, ways to enjoy eating various foods and ingredients such as baumkuchen, cream cheese, tomatoes, and bananas by freezing them were confirmed, and a new way of eating enjoyed like ice cream by doing a 'frozen arrangement' just by freezing room temperature or refrigerated ingredients is attracting attention.
⑩ 'In-home shaved ice specialty store' to enjoy authentic fluffy shaved ice like a shop
The distribution of 'shaved ice machines' also continues to perform well at about 1.1 times year-on-year (Note 13). Not limited to conventional ice shavers, types designed for adults, types that can shave frozen fruits as they are, and 'evolved shaved ice machines' that can make fluffy ice have also appeared. In addition, attention is also on the future popularity of premium 'shaved ice raw syrup' that minimizes heat treatment to make the most of the original flavor, color, and aroma of fruits and vegetables, and the demand to enjoy specialty store-like quality at home is increasing.
[Product Examples]
⑥ 'Spicy, Sour, Cold Noodles'
Product name: Hot and sour soup noodles 4 meals (Suratanmen) raw noodles & soup
Store name: Rinsendo Rakuten Ichiba Store
URL: https://item.rakuten.co.jp/rinsendou/10000754/
⑦ 'Fun Somen'
Product name: Adult flowing somen
Store name: Doshisha Marche Rakuten Ichiba Store
URL: https://item.rakuten.co.jp/doshisha-marche/kws-b1/
Product name: Shimabara hand-stretched somen large capacity
Store name: Black sesame somen Ochugen no Setera
URL: https://item.rakuten.co.jp/settella/soumen_s180/
⑧ 'Chilled melting-change sweets'
Product name: Chilled daifuku 5 types 10 pieces
Store name: Tamba chestnut roasted chestnut Japanese sweets [Tamba no Sachi]
URL: https://item.rakuten.co.jp/tanbanosachi/gift_hiyashi_daifuku_01/
Product name: Cheese terrine
Store name: SONOMA GARDEN FOODS
URL: https://item.rakuten.co.jp/greek-yogurt/100pine-terrinep1/
⑨ 'Frozen arrangement'
Product name: Frozen roasted sweet potato Anno potato
Store name: Nakazono Kyutaro Shoten Rakuten Ichiba Store
URL: https://item.rakuten.co.jp/nakazono-kyutaro/1703991752/
Product name: Kishu Nanko plum Ice plum
Store name: Kishu Minabe no Ume Tonohata
URL: https://item.rakuten.co.jp/tonohata/iceume1/
⑩ 'In-home shaved ice specialty store'
Product name: Toffy electric fluffy shaved ice machine
Store name: Toffy Shop Rakuten Ichiba Store
URL: https://item.rakuten.co.jp/toffy/21040201/
Product name: Natural fruit shaved ice syrup Koriya-san's shaved ice [Kezurihi] Raw syrup 6-piece set
Store name: Hito to chikyu ni yasashii kurashi Tekuteku
URL: https://item.rakuten.co.jp/tekutekushop/mi017/
(Note 1) A midsummer day is a day with a maximum temperature of 30 degrees or higher, and an extreme heat day is a day with a maximum temperature of 35 degrees or higher. In April 2026, the Japan Meteorological Agency named a day with a maximum temperature of 40 degrees or higher a severe heat day.
(Note 2) In 'Rakuten Ichiba' from May 1, 2024 (Wed) to April 30, 2025 (Wed) and May 2025
■ 'New' Extreme Heat Countermeasures - Extreme heat strategy goods for a new era
As record-breaking heat becomes the norm, 'Rakuten Ichiba' conducted the 'Questionnaire Survey on Summer 2026 Behavior and Consumption' (hereinafter 'this survey') to investigate consumers' awareness of heat and actual countermeasures. When asked about the summer heat over the past five years compared to before (six years ago), about 90% of the total respondents felt that the summer heat has increased (Figure 1). Furthermore, in response to the question, 'Were your heat countermeasures sufficient last summer?', more than one in four people felt that 'countermeasures were insufficient' (Figure 2). As reasons for this, many free answers were given, such as 'Even with countermeasures, it is still hot' and 'Heat countermeasure goods did not work, and I got heatstroke,' indicating a demand for new responses and countermeasures tailored to the increasingly severe summer heat year by year. Against this background, it can be predicted that the demand for 'extreme heat strategy goods' that help adapt to recent midsummer days, extreme heat days, and severe heat days in some areas (Note 1) will increase.
① 'Wearable cooling armor' that directly cools the body to protect oneself
'Rakuten Ichiba' handles a large number of summer heat countermeasure products, and the gross merchandise sales (GMS) in 2025 expanded by about 1.4 times. Specifically, while heat countermeasure goods such as 'parasols,' 'neck rings,' and 'handy fans' maintain steady demand, 'wearable cooling armor' goods that can be worn on the body to directly cool and regulate body temperature are attracting attention under the harsh environments of recent years. For example, the GMS of 'ice hats' that cool the head has grown significantly by about 3.2 times year-on-year, and 'air-conditioned wear' equipped with fans to send air inside clothes has grown by about 1.6 times year-on-year. In addition, 'water-cooled wear' related items such as clothes, hats, and stroller seats that circulate water inside to directly suppress body temperature rise are appearing one after another, and expectations are high for them as the latest goods to conquer the extreme heat (Note 2).
② 'Evolved cooling goods' with enhanced cooling effects and duration
In this survey, regarding the points emphasized when choosing heat countermeasure goods, 69.2% of people cited 'high cooling effect' and 57.4% cited 'duration' (Figure 3). Also in 'Rakuten Ichiba,' instead of conventional ice packs and ice, stainless steel 'ice packs' are popular as next-generation items that combine duration and cooling performance, and their GMS has grown significantly by about 14.6 times year-on-year. In addition, products such as titanium 'ice cubes' and 'neck coolers' equipped with Peltier elements have also appeared, suggesting that consumers are seeking a higher level of heat countermeasures (Note 3).
③ 'Multi-function + fan' (Plus Fan) with multiple uses
In 'Rakuten Ichiba,' 'Multi-function + fan,' which attaches fans to miscellaneous goods and accessories for various purposes, is gaining popularity. The GMS of multi-function fans has grown by about 1.6 times year-on-year, and among them, 'waist-hanging fans' that blow air by hanging on bags or clothes have grown by about 5.6 times, and 'neck-hanging fans' by about 1.5 times, drawing attention to products that allow users to cool down hands-free. In addition, products with small fans attached to items for other purposes, such as 'selfie sticks with fans' and 'parasols with fans,' have also appeared (Note 4).
④ 'Summer retreat wear' acting as part of fashion coordination
The movement to enjoy 'summer retreat wear' that incorporates heat and sunburn prevention products as part of fashion coordination is also accelerating. On the fashion e-commerce site 'Rakuten Fashion' operated by Rakuten, the number of heat countermeasure-related products handled by fashion brands has surged by about 1.7 times year-on-year (Note 5). Among them, 'arm covers' are attracting attention for their high design quality that can be used as fashion items like layering, in addition to being a sunshade and a countermeasure against air conditioning indoors. Also in the fashion genre of 'Rakuten Ichiba,' the GMS of products using special materials such as 'UV cut' and 'cooling sensation' for 'arm covers' and 'face covers' has grown remarkably by about 1.4 times year-on-year (Note 6).
⑤ 'Dog and Cat Coolers' for full-scale pet heat countermeasures
There is also a trend to strengthen heat countermeasures for pets such as dogs and cats. In this survey, when people who own pets were asked, 'Are you anxious about the impact of summer heat on your pets?', more than 80% of people were concerned about the impact of summer heat on their pets (Figure 4). Furthermore, in response to the questions, 'What is your budget for your own heat countermeasures this season?' and 'What is your budget for your pet's heat countermeasures?', it became clear that the expenses spent on pet heat countermeasures are concentrated in a higher price range than the expenses for the owners' own heat countermeasures (Figure 5). Also in 'Rakuten Ichiba,' the GMS of pet heat countermeasure-related products has grown by about 1.3 times year-on-year, and among them, 'cool vests' worn by pets have grown by about 1.5 times year-on-year (Note 7), showing that the growing awareness of wanting to protect precious family pets from heatstroke is driving the rapid expansion of the related market.
[Product Examples]
① 'Wearable cooling armor'
Product name: Water-cooled vest
Store name: Kurashi no e-shop
URL: https://item.rakuten.co.jp/e-kurashi/12836/
② 'Evolved cooling goods'
Product name: Torras - COOLIFY Air Neck Cooler
Store name: FOX STORE Rakuten Ichiba Store
URL: https://item.rakuten.co.jp/caseplay/coolify-air-2026/
③ 'Multi-function + fan'
Product name: Handy fan that also becomes a selfie stick
Store name: Life on Products Rakuten Ichiba Store
URL: https://item.rakuten.co.jp/lifeonproducts/lcaf040/
④ 'Summer retreat wear'
Product name: UV cut contact cooling sensation arm cover
Store name: Wpc./KiU OFFICIAL SHOP
URL: https://item.rakuten.co.jp/wpc-worldparty/w130-001-103/
Product name: [WEB exclusive] Minus 18°C UV hat with neck & face cover / Heat shielding, UV cut, water repellent
Store name: VIS (Rakuten Fashion)
URL: https://brandavenue.rakuten.co.jp/item/RP6571/
⑤ 'Dog and Cat Coolers'
Product name: Cool vest for pets
Store name: BEST CHOICE
URL: https://item.rakuten.co.jp/kakuyasubenri/fy0000/
■ 'New' Summer Tradition Gourmet - Updating classic summer gourmet
In this survey, when asked what comes to mind when hearing about classic summer gourmet, the top answers were 'chilled Chinese noodles (hiyashi chuka),' 'shaved ice, ice cream, sherbet,' and 'somen' in that order (Figure 6). It can be seen that noodles that are easy to cook and can be enjoyed smoothly even in seasons when appetite tends to drop, and cold sweets that cool the body have become established as classic summer gourmet. In recent years, menus that have been loved for many years as classic summer gourmet have also evolved widely in how they are enjoyed due to extreme heat and changes in lifestyle.
⑥ 'Spicy, Sour, Cold Noodles' that stimulate the appetite
Also in 'Rakuten Ichiba,' 'noodle' related products in summer tend to have the highest demand throughout the year, and looking at the trend over the past three years, the GMS of noodles expands by about 1.5 times from June to July compared to the annual average (Note 8). In addition to classic noodles such as 'chilled Chinese noodles,' 'somen,' and 'soba,' as summer demand, the distribution of 'spicy noodles (karamen)' with a spicy and savory soup effective with chili and garlic originating in Nobeoka City, Miyazaki Prefecture, is about 2.5 times year-on-year, 'hot and sour soup noodles (sanratanmen)' with a rich sour and spicy soup from China is about 1.8 times, and 'cold noodles (reimen)' eaten with cold soup or spicy sauce is about 1.1 times, each growing in GMS year-on-year. Towards the full-scale heat from now on, it can be predicted that the demand for 'Spicy, Sour, Cold Noodles,' which multiplies 'spicy,' 'sour,' 'chilled,' and 'noodles' to boost appetite, will grow further (Note 9).
⑦ 'Fun Somen' turning into entertainment with flowing somen and unique dipping sauces
'Somen,' one of the traditions that color the summer dining table, is also diversifying in how it is eaten and enjoyed. As summer demand, 'large-capacity somen' is performing well at about 1.2 times year-on-year. In addition, 'flowing somen machines' that turn the dining table into entertainment are also growing at about 1.2 times year-on-year, and a wide variety of flowing somen machines have appeared, such as products enjoyed by children and families, types for one person, and portable types. In this survey, 39.0% of users raising children who have summer vacation answered that 'the number of times to make meals increases' as a trouble during summer vacation (Figure 7), and it is inferred that 'flowing somen machines' tend to be purchased as goods for children to easily enjoy meals indoors. In addition, recipes for arranging unique dipping sauces and somen left over at the end of summer have been posted in large numbers on the recipe site 'Rakuten Recipe' operated by Rakuten and SNS, and the excitement in the 'somen community' is likely to continue (Note 10).
⑧ 'Chilled melting-change sweets' where various textures can be enjoyed depending on the thawing time
In this survey, when investigating gourmet foods thought to be effective for heat countermeasures, more than 60% answered 'chilled sweets (ice cream, shaved ice, jelly, etc.)' (Figure 8). Among them, attention this summer is on 'chilled melting-change sweets' that combine a cool texture with a new taste, allowing various textures to be enjoyed depending on the thawing time. In 'Rakuten Ichiba,' 'fresh cream daifuku,' which traps fresh cream in daifuku and is delivered frozen, is gaining support at about 1.2 times year-on-year (Note 11), and this year, new sensation chilled sweets such as 'kuzu ice,' 'chilled daifuku,' and 'cheese terrine' are hot stocks.
⑨ 'Frozen arrangement' just by freezing unexpected ingredients
In 'Rakuten Ichiba,' many items such as 'chilled roasted sweet potatoes,' 'ice plums,' and 'ice dried persimmons' are sold, and among them, the GMS of 'chilled roasted sweet potatoes' has grown by about 1.2 times year-on-year (Note 12). Also in this survey, ways to enjoy eating various foods and ingredients such as baumkuchen, cream cheese, tomatoes, and bananas by freezing them were confirmed, and a new way of eating enjoyed like ice cream by doing a 'frozen arrangement' just by freezing room temperature or refrigerated ingredients is attracting attention.
⑩ 'In-home shaved ice specialty store' to enjoy authentic fluffy shaved ice like a shop
The distribution of 'shaved ice machines' also continues to perform well at about 1.1 times year-on-year (Note 13). Not limited to conventional ice shavers, types designed for adults, types that can shave frozen fruits as they are, and 'evolved shaved ice machines' that can make fluffy ice have also appeared. In addition, attention is also on the future popularity of premium 'shaved ice raw syrup' that minimizes heat treatment to make the most of the original flavor, color, and aroma of fruits and vegetables, and the demand to enjoy specialty store-like quality at home is increasing.
[Product Examples]
⑥ 'Spicy, Sour, Cold Noodles'
Product name: Hot and sour soup noodles 4 meals (Suratanmen) raw noodles & soup
Store name: Rinsendo Rakuten Ichiba Store
URL: https://item.rakuten.co.jp/rinsendou/10000754/
⑦ 'Fun Somen'
Product name: Adult flowing somen
Store name: Doshisha Marche Rakuten Ichiba Store
URL: https://item.rakuten.co.jp/doshisha-marche/kws-b1/
Product name: Shimabara hand-stretched somen large capacity
Store name: Black sesame somen Ochugen no Setera
URL: https://item.rakuten.co.jp/settella/soumen_s180/
⑧ 'Chilled melting-change sweets'
Product name: Chilled daifuku 5 types 10 pieces
Store name: Tamba chestnut roasted chestnut Japanese sweets [Tamba no Sachi]
URL: https://item.rakuten.co.jp/tanbanosachi/gift_hiyashi_daifuku_01/
Product name: Cheese terrine
Store name: SONOMA GARDEN FOODS
URL: https://item.rakuten.co.jp/greek-yogurt/100pine-terrinep1/
⑨ 'Frozen arrangement'
Product name: Frozen roasted sweet potato Anno potato
Store name: Nakazono Kyutaro Shoten Rakuten Ichiba Store
URL: https://item.rakuten.co.jp/nakazono-kyutaro/1703991752/
Product name: Kishu Nanko plum Ice plum
Store name: Kishu Minabe no Ume Tonohata
URL: https://item.rakuten.co.jp/tonohata/iceume1/
⑩ 'In-home shaved ice specialty store'
Product name: Toffy electric fluffy shaved ice machine
Store name: Toffy Shop Rakuten Ichiba Store
URL: https://item.rakuten.co.jp/toffy/21040201/
Product name: Natural fruit shaved ice syrup Koriya-san's shaved ice [Kezurihi] Raw syrup 6-piece set
Store name: Hito to chikyu ni yasashii kurashi Tekuteku
URL: https://item.rakuten.co.jp/tekutekushop/mi017/
(Note 1) A midsummer day is a day with a maximum temperature of 30 degrees or higher, and an extreme heat day is a day with a maximum temperature of 35 degrees or higher. In April 2026, the Japan Meteorological Agency named a day with a maximum temperature of 40 degrees or higher a severe heat day.
(Note 2) In 'Rakuten Ichiba' from May 1, 2024 (Wed) to April 30, 2025 (Wed) and May 2025
FAQ
What are the main themes of the Summer 2026 trend forecast announced by Rakuten?
The two main themes are 'New Extreme Heat Countermeasures' and 'New Summer Tradition Gourmet'.
What kind of products are attracting attention as 'New Extreme Heat Countermeasures'?
Products such as 'wearable cooling armor' that directly cools the body, 'evolved cooling goods' with enhanced duration, and 'dog and cat coolers' for pets are attracting attention.
What are the 'Spicy, Sour, Cold Noodles' predicted as a summer gourmet trend?
They are noodles that combine spicy, sour, and chilled elements, such as Karamen, Sanratanmen, and cold noodles (Reimen).
What is the consumer trend regarding heat countermeasures for pets?
There is a trend to spend a higher budget on heat countermeasures for pets than on the owners' own heat countermeasures.
What trends are attracting attention in relation to sweets?
'Chilled melting-change sweets' whose texture changes depending on the thawing time and 'frozen arrangements' where unexpected ingredients are frozen are attracting attention.