Portable fans, once considered a seasonal necessity in South Korea and Japan, are evolving. As consumers face extreme heat, many find that traditional fans alone are insufficient for relief. Products equipped with 'cooling plates' that lower surface temperature upon contact with the skin are rapidly gaining traction. What was once seen as a cheap seasonal item is now competing as a small appliance with cooling capabilities.
The Nihon Keizai Shimbun reported that in Japan's cooling goods market, products featuring cooling plates are becoming more popular than traditional portable fans that only blow air. These cooling plates contain a semiconductor known as a 'Peltier device,' which lowers the temperature on one side when an electric current passes through. These plates are attached to the center of the portable fan, the handle, or areas that touch the skin to reduce surface heat.
The demand for cooling features among Japanese consumers is clear. With temperatures already exceeding 35 degrees Celsius, the need for effective heat management has become urgent. A 26-year-old office worker in Tokyo stated, "I can't stand this heat with just air blowing on me," explaining her switch to a portable fan with a cooling plate.
Electronics companies are responding by launching products with enhanced cooling features. American appliance manufacturer Shark Ninja released a portable fan in May that can lower skin temperature by up to 9 degrees. The cooling temperature of the plate can be adjusted in two levels. Japanese retailer Bic Camera has also incorporated cooling plates into its own brand products this year. The competition is fierce among neck-worn cooling devices as well. Sony subsidiary Sony Thermotech introduced a higher-end model in April that improves cooling performance by 20% compared to previous products. Kenji Ito, president of Sony Thermotech, noted, "In Europe, where heatwaves have struck, we are experiencing stock shortages."
Some companies are differentiating their products by enhancing airflow and additional features. Dyson launched a portable fan in early May that produces winds of up to 25 meters per second. Sharp introduced a product that uses its own ion generation technology to reduce sweat odors on clothing.
The popularity of cooling plate products is reflected in sales data. E-commerce analytics firm Nint found that over half of the top 300 portable fans sold on major online platforms like Rakuten, Yahoo Shopping, and Amazon last year featured cooling plates. Sales of neck coolers with cooling plates have increased fivefold in 2023.
As the variety of products expands, consumer purchasing behavior is also changing. A store manager at Japanese lifestyle retailer Loft remarked, "More customers are buying multiple units to choose from based on the situation."
As heatwaves become more common, the competitive standards for portable fans are shifting. The focus is no longer solely on producing strong airflow but on how quickly and effectively a product can lower body heat.
* This article has been translated by AI.
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