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Summer in Japan is hard.

In Japan, it’s getting harder and harder to endure summer. Every year the temperature goes higher and higher and the sunshine gets stronger.

“No strong UV rays, please…!”

Japanese women are afraid of UV rays, because they don’t want to get tan. Why not?

We know that sunburned skin will cause freckles in the future.

All Japanese people know that if they get sunburned, they’ll get a lot of freckles in their old age. No woman wants that.

So what Japanese women do is…

1. Parasol

It’s one of the most basic items against UV rays.

You can find women everywhere holding parasols. Many Japanese women have one.

2. Sunscreen

This is also a quite basic item. The point is which sunscreen to use.

Every summer, the sunscreen advertising war occurs

This is a sunscreen advertisement for Anessa by Shiseido. It’s one of the most popular sunscreens.

This is for Allie by Kanebo. It’s one of Anessa’s biggest rivals.

It’s deadly hot outside, but the more important thing is not to get tan. Arm covers like this are very popular during Japanese summers.

Especially when driving!

Have you thought about how many UV rays you’re exposed to while you’re driving? It’s really a lot, so many Japanese women wear these.

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