Rakuten's summer shopping trends for 2026

With another sweltering summer on the cards, it seems that shoppers across the country are preparing for the heat in new ways, and I don't blame them for wanting to be extra innovative! According to the latest summer trend forecast from Rakuten, people are looking beyond traditional cooling products and embracing everything from wearable air conditioning to spicy cold noodles.

The online shopping giant says nearly 90% of people surveyed feel summers have become hotter over the past five years (I highly concur!), while more than a quarter felt their heat countermeasures last year simply weren't enough. As a result,  demand is growing for products designed to help people cope with these increasingly extreme temperatures.

One of the biggest trends is what Rakuten calls "wearable cooling gear." Sales of products such as ice hats, fan-equipped clothing, and water-cooled vests have grown as shoppers search for ways to stay comfy outdoors. Cooling technology is also evolving, with stainless steel cooling packs, electric neck coolers, and other longer-lasting cooling gadgets gaining popularity.

Wearable cooling gear is all the rage on Rakuten for the summer.

Fashion was also a big one, with UV-cut arm covers, cooling face covers, and sun-protective accessories being worn as part of everyday outfits rather than purely for sun protection. Pet owners are also investing in keeping their furry friends comfortable, with cooling vests and other pet-focused heat-relief products seeing growth.

As for food, Rakuten predicts that appetite-boosting cold noodle dishes with spicy and sour flavors will be particularly popular this year. Traditional summer faves such as somen noodles are getting a modern update, with somen machines and creative dipping sauces turning mealtime into a bit of family-friendly entertainment.

Another growing trend is recreating the kakigori experience at home. Advanced shaved ice machines capable of producing cafe-style ice are becoming popular, alongside fancy fruit syrups.

For expats experiencing their first Japanese summer (or even veterans looking for new ways to stay cool!) I think that Rakuten's forecast offers a nice glimpse into how residents are adapting to hotter conditions.