Is 'Coolness' Part of Grooming? – Men's Parasol Brand Wpc. IZA Visualizes Perceived Temperature Differences with Parasols, Holds 'IZA Lab' Umbrella Experiment Lab
Men's all-weather parasol brand Wpc. IZA held 'IZA Lab', an event to deepen understanding of parasol knowledge and functionality through lectures and experiences. Approximately 20 influencers participated, experiencing heat shielding, including comparative verification using thermography. The event aimed to confirm the functionality of parasols, which are gaining attention as a measure against intense heat, from both understanding and experience.
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- 📰 Published: April 30, 2026 at 23:00
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Wpc. IZA, a men's all-weather parasol brand developed by World Party Co., Ltd. (Headquarters: Sumiyoshi-ku, Osaka; Representative Director and President: Tomoo Tomita), held 'IZA Lab', an event to deepen understanding of parasol knowledge and functionality through lectures and experiences. Approximately 20 influencers, who are particular about their grooming, wore white coats and participated in lectures on basic parasol knowledge and market background, as well as a heat-shielding experience including comparative verification using thermography. The event confirmed the functionality of parasols, which are gaining attention as a measure against intense heat, from both understanding and experience.
The value of parasols, which has been vaguely perceived as 'somehow cool', became more concretely visualized and tangible.
Event Overview
- Event Name: IZA Lab
- Date: Tuesday, March 24, 2026
- Venue: Annex Aoyama
- Participants: Approximately 20 influencers
- Content: Part 1 ▶ Study Session / Part 2 ▶ Parasol Heat Shielding Experience Session
Regarding the Background of the Event
In recent years, against the backdrop of intense heat and strong sunlight, the use of parasols by men has been expanding. However, the functionality and specific benefits of parasols are still not fully understood.
While the image of 'somehow cool' is becoming widespread, the true value of heat shielding and UV cutting, and the actual feeling of their effects, are often only understood through actual use.
Given this background, the experiential event 'IZA Lab' was held with the aim of conveying the functionality and value of parasols more deeply. Based on the concept of a 'Lab (laboratory)', this event provided an opportunity to visualize the effects of parasols and experience their essential value through lectures and heat-shielding experiences. Through this initiative, we aim to make parasols a more familiar item and to promote new usage scenarios in men's daily lives.
Scenes from the Event
This event implemented a two-part program, consisting of lectures and experiences, to deepen understanding of parasols.
By inputting basic knowledge and then experiencing the heat-shielding effect firsthand, including a comparison of temperature differences using thermography, the program was designed to allow participants to more fully appreciate the functionality and comfort of parasols.
✔ Study Session
In the Part 1 study session, the expansion and background of the men's parasol market and the functionality of parasols were explained. A quiz format was also incorporated, making the content enjoyable and deepening understanding. The venue was filled with laughter and exclamations of surprise at various points, creating a lively atmosphere throughout. The participants' eager attitude to learn about parasols, actively taking notes on the provided materials, was impressive.
After the lecture, a short test was conducted as a review, with 9 out of 20 participants answering all questions correctly, showing a higher-than-expected level of understanding.
✔ 'Experiential Event' with White Coats
In Part 2, an experience booth was set up where participants could actually feel the heat-shielding effect of parasols. Using simulated sunlight irradiation and thermography, the temperature difference on the top of the head was compared between using a Wpc. IZA parasol and not using one, allowing participants to confirm the difference both physically and visually.
While participants without a parasol exclaimed, 'It's hot!' and 'It's dazzling!', the moment they used a Wpc. IZA parasol, they reacted with surprise, saying, 'I feel cool instantly!' and 'The sensation is completely different,' demonstrating their realization of the high heat-shielding effect.
Actual Parasol Usage and Future Prospects from Participant Voices
After the event, many participants commented, 'I felt cooler than I expected' and 'I clearly understood the difference in sensation.' Through the experience combined with the visualization of temperature differences by thermography, they were seen to understand the heat-shielding effect of parasols from both visual and tactile aspects.
Furthermore, in a post-event survey, approximately 70% of participants reported using parasols daily, with about 40% having purchased theirs '1-2 years ago.' This result correlates with the growth trend in Wpc. IZA's sales, indicating that parasols have become increasingly established in recent years.
On the other hand, among non-parasol users (approximately 30%), 'trouble carrying it around' accounted for more than half of the reasons. However, participants who actually experienced the compactness and lightness of Wpc. IZA in their hands commented, 'It's easier to use than I thought' and 'I could incorporate this into my daily life,' confirming a reduction in the psychological barrier to use. Additionally, approximately 90% expressed interest in participating in future study sessions, highlighting the growing interest in parasols and the need for opportunities to deepen understanding of their functionality.
This event demonstrated increased interest and a positive shift towards daily use by allowing participants to experience the functional value of parasols. Wpc. IZ will continue to...
The value of parasols, which has been vaguely perceived as 'somehow cool', became more concretely visualized and tangible.
Event Overview
- Event Name: IZA Lab
- Date: Tuesday, March 24, 2026
- Venue: Annex Aoyama
- Participants: Approximately 20 influencers
- Content: Part 1 ▶ Study Session / Part 2 ▶ Parasol Heat Shielding Experience Session
Regarding the Background of the Event
In recent years, against the backdrop of intense heat and strong sunlight, the use of parasols by men has been expanding. However, the functionality and specific benefits of parasols are still not fully understood.
While the image of 'somehow cool' is becoming widespread, the true value of heat shielding and UV cutting, and the actual feeling of their effects, are often only understood through actual use.
Given this background, the experiential event 'IZA Lab' was held with the aim of conveying the functionality and value of parasols more deeply. Based on the concept of a 'Lab (laboratory)', this event provided an opportunity to visualize the effects of parasols and experience their essential value through lectures and heat-shielding experiences. Through this initiative, we aim to make parasols a more familiar item and to promote new usage scenarios in men's daily lives.
Scenes from the Event
This event implemented a two-part program, consisting of lectures and experiences, to deepen understanding of parasols.
By inputting basic knowledge and then experiencing the heat-shielding effect firsthand, including a comparison of temperature differences using thermography, the program was designed to allow participants to more fully appreciate the functionality and comfort of parasols.
✔ Study Session
In the Part 1 study session, the expansion and background of the men's parasol market and the functionality of parasols were explained. A quiz format was also incorporated, making the content enjoyable and deepening understanding. The venue was filled with laughter and exclamations of surprise at various points, creating a lively atmosphere throughout. The participants' eager attitude to learn about parasols, actively taking notes on the provided materials, was impressive.
After the lecture, a short test was conducted as a review, with 9 out of 20 participants answering all questions correctly, showing a higher-than-expected level of understanding.
✔ 'Experiential Event' with White Coats
In Part 2, an experience booth was set up where participants could actually feel the heat-shielding effect of parasols. Using simulated sunlight irradiation and thermography, the temperature difference on the top of the head was compared between using a Wpc. IZA parasol and not using one, allowing participants to confirm the difference both physically and visually.
While participants without a parasol exclaimed, 'It's hot!' and 'It's dazzling!', the moment they used a Wpc. IZA parasol, they reacted with surprise, saying, 'I feel cool instantly!' and 'The sensation is completely different,' demonstrating their realization of the high heat-shielding effect.
Actual Parasol Usage and Future Prospects from Participant Voices
After the event, many participants commented, 'I felt cooler than I expected' and 'I clearly understood the difference in sensation.' Through the experience combined with the visualization of temperature differences by thermography, they were seen to understand the heat-shielding effect of parasols from both visual and tactile aspects.
Furthermore, in a post-event survey, approximately 70% of participants reported using parasols daily, with about 40% having purchased theirs '1-2 years ago.' This result correlates with the growth trend in Wpc. IZA's sales, indicating that parasols have become increasingly established in recent years.
On the other hand, among non-parasol users (approximately 30%), 'trouble carrying it around' accounted for more than half of the reasons. However, participants who actually experienced the compactness and lightness of Wpc. IZA in their hands commented, 'It's easier to use than I thought' and 'I could incorporate this into my daily life,' confirming a reduction in the psychological barrier to use. Additionally, approximately 90% expressed interest in participating in future study sessions, highlighting the growing interest in parasols and the need for opportunities to deepen understanding of their functionality.
This event demonstrated increased interest and a positive shift towards daily use by allowing participants to experience the functional value of parasols. Wpc. IZ will continue to...