Full-face hoods are in high demand in China due to the heat.

Face shields have become hot sellers along with handheld fans and sun protection clothing as temperatures in many parts of China exceed 35 degrees Celsius.

Facekinis, full-face hats with holes for the eyes, nose, and mouth, often made of lightweight synthetic fabrics like polyester, are becoming popular in China.

Dong Wei, a vendor at the Yiwu International Trade Market, said on July 20 that “this product sells very well because it covers the corners of the eyes, where freckles are prone to appear.” She said that facekini sales this year have increased 30% compared to last year.

A woman wearing a Facekini in Qingdao, Shandong province, August 15, 2020. Photo: VCG

With air temperatures in many places exceeding 35 degrees Celsius and ground temperatures in some places reaching 80 degrees Celsius, residents and visitors use hand-held fans, long gloves, wide-brimmed hats and jackets made from UV-protective fabrics to avoid sunburn. Some hats also have built-in fans.

"Compared to before the pandemic, sales this year are definitely much better," said Wang, an employee at a hat store in Beijing, on July 19.

"We were very prepared for sunburn," said Hong, 34, referring to her hat and long gloves as she visited Qianmen in central Beijing on July 20.

This year, Beijing has experienced a record number of extremely hot days. From 1951 to last year, Beijing had only experienced six days with temperatures reaching 40 degrees Celsius. However, this year alone, the city has experienced four days of 40 degrees Celsius heat.

Mannequins wearing sun hats are displayed at a shopping mall in Beijing on July 19. Photo: Reuters

Fair skin is the beauty ideal in China and many other Asian countries, considered a symbol of wealth and class because historically only people of high social status could avoid the sun during the day. This notion is reinforced through movies and social media.

While facekinis and sun gloves are popular among Chinese women, sun protection gear for men is also growing in popularity. On e-commerce site JD, sales of sun hats for men doubled from a year earlier, according to a June report.

Data from Shanghai-based consultancy China Insights shows that from 2021 to 2026, China's sun protection clothing market will grow at an annual rate of 9.4%, reaching a size of $17.6 billion in 2026.

Data from Alibaba’s Tmall shopping platform shows that during this year’s June 18 shopping festival, sales of “new generation” sun protection clothing increased by 180% compared to the same period last year. The amount of sun protection accessories purchased by each consumer was two to three times higher than last year.

Pedestrians cross a street in Beijing on June 16, as the city issued an orange alert, the second highest level, for heat. Photo: Reuters

Hong Hanh (According to Global Times/Reuters )

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