The illusion of "minus ●● degrees." The truth behind the numbers.
Recently, we have seen an increase in sensational advertising for parasols claiming, "It's X degrees cooler under this umbrella!" As competition in the heat-shielding parasol market intensifies and companies seek clear, punchy marketing, these types of claims are designed to catch the consumer's eye.
However, this "X degrees cooler" claim carries a significant risk of misleading consumers. As an expert manufacturer of umbrellas, we would like to share the truth behind these figures and provide you with a perspective on how to choose a parasol that is truly cool.
That figure is not the "ambient temperature."
Let us be clear: "Just opening an umbrella will not lower the ambient temperature."
The "X degrees cooler" figure touted in advertisements is data measured under specific test conditions (e.g., room temperature of 25°C, 50% humidity) comparing the temperature increase with and without the fabric when exposed to a heat source (artificial sunlight).
This is merely an indicator of "heat-shielding performance"—how much heat is blocked—and does not guarantee that the temperature will drop in actual outdoor conditions.
The Consumer Affairs Agency regulates such misleading representations that differ from the facts under the Act against Unjustifiable Premiums and Misleading Representations (misleading representations of quality). "Temperature reduction claims" without proper substantiation may violate the law.
The truth about "perceived temperature" and humidity.
Why is there a gap between test data and how it actually feels? The biggest factor is "humidity."
The average humidity in Japan during the summer is very high, ranging from 60% to 70%, and it is not uncommon for it to exceed 75% on extremely hot days. In contrast, general heat-shielding tests are conducted in comfortable, low-humidity environments.
Low humidity allows sweat to evaporate easily, making one feel cooler; however, in Japan's high-humidity summers, sweat does not evaporate easily, causing body heat to remain trapped.
Therefore, even if a test demonstrates high heat-shielding effects, it can be difficult to feel the level of coolness suggested by the numbers when out in the actual humid outdoors.
Honest data reveals true coolness.
At Amvel, we do not rely on these numerical tricks. To pursue truly cool parasols, we have established our own approach and measurement methods for heat shielding.
In addition to the "Heat Shielding Rate" (JIS standard) that measures the performance of the fabric alone, we publish two sets of figures: our own "Heat Shielding Effectiveness Rate," which measures the coolness of the product itself in conditions closer to actual use.
By doing this, we hope to provide our customers with a true understanding of not only the fabric's performance but the real capabilities of the product itself.
Amvel’s "HEATBLOCK" uses a special fabric that blocks 99.9% of near-infrared rays—the primary cause of heat in sunlight. This creates a comfortable space under the umbrella, much like the shade of a tree.
This summer, don't be swayed by vague "temperature reduction" claims; choose a truly valuable product based on reliable data.
