KEMA Column

A Summer with 10% Fewer Beaches. New Common Sense for Active Souls, and Preparing to Protect Your Hair

Advanced · Quality · Oriented

"Are you going to the beach this summer?" — the answer to this casual question is quietly changing. The number of swimming beaches nationwide has decreased by about 10% over the last decade, and this year, many beaches opted not to open due to the "overly hot summer." Yet, the desire to play hard outdoors, break a sweat, and embrace the summer spirit remains. For those active souls, we have compiled the "new common sense" for enjoying summer without giving up, even in an era of extreme heat: from understanding summer changes through data, to preparing before hitting the beach, choosing alternative play spots, and establishing routines to restore your hair and scalp at the end of a long day.

Tokyo's summer has become a "different beast," backed by data

"Summers are hotter than they used to be" is no longer just a feeling. In Tokyo (Chiyoda Ward), the number of "extreme heat days" with temperatures of 35°C or higher was only 9 days total for the entire decade of the 1980s. In 2023, there were 22; in 2024, 20; and in 2025, a record-breaking 29 days in a single summer. We are now easily surpassing in one season the numbers that once took a decade to reach.

According to Japan Meteorological Agency statistics, the average temperature in Japan for the summer of 2025 (June–August) was 2.36°C higher than the seasonal average, making it the hottest summer since records began in 1898. If you approach summer with the mindset of decades past—that "summer is for playing outdoors during the day"—you are putting an unimaginable burden on your body and hair. Updating this premise is the starting point for navigating the era of extreme heat.

Swimming beaches are quietly disappearing

That heat is even changing the nature of "seaside swimming," once synonymous with summer. The number of swimming beaches nationwide has fallen from 1,111 in 2016 to 966 in 2025—a decline of about 10%. The reasons are multifaceted: the scorching heat that makes staying on the sand dangerous, a labor shortage of lifeguards and safety staff, and rising operating costs due to inflation. "Customers have left in droves, and the deficit keeps growing. It's impossible to continue," said one beach operator who decided not to open this year—a sentiment that echoes the reality for many shores.

Even more serious is the phenomenon of "shrinking beaches." At the Kujukuri Coast in Chiba, one of the most popular areas in the capital region, coastal erosion has caused the shoreline to retreat—in some places by up to 90 meters inland—making the beach narrower every year. As a result, even the bustling Kujukuri area has had to close some beaches this year. This trend isn't limited to Kujukuri; the Detohama Beach in Akita Prefecture also closed this year due to narrowing sands that posed a risk of swimming accidents. The reduction of sand flowing from rivers to the sea due to dam construction, compounded by rising sea levels from global warming, is taking its toll. Researchers predict that more than 60% of Japan's beaches could be lost by the year 2100.

In fact, at one beach in Osaka Prefecture, the number of visitors dropped from about 100,000 in 2016 to about 30,000 in 2025. A neighboring beach, which once drew 200,000 people at its peak, finally shut down entirely this year. Coupled with a growing consciousness about avoiding sunburn, the "Summer = Beach" equation is being rewritten, little by little.

If you're still going to the beach—the day is decided by your "preparation"

Of course, the appeal of the ocean hasn't vanished. However, in the era of extreme heat, the "quality of preparation" determines the quality of your day. First, before you leave, always check if your destination beach is actually open this year. Cases where a beach that was open last year is closed this year are becoming a reality. Avoid the peak hours of 11:00 AM to 3:00 PM when the sun and sand are at their hottest; instead, opt for early mornings or late afternoons. Frequent hydration and securing shade are mandatory basics that go without saying.

One detail often overlooked is hair preparation. If you enter the sea with dry hair, it will soak up salt water like a sponge. Once you reach the beach, rinse your hair with fresh water from a shower first. Apply hair oil to the ends to create a protective veil, tie it up, and wear a hat. These three minutes of prep work make a significant difference in minimizing salt and UV damage. Keep a small bottle of oil, a wide-tooth comb, and a towel in your bag. Just like applying sunscreen, protecting your hair "before you leave" is the correct approach.

Have a "secondary water spot"—the option of pools and rivers

As the sea has moved further away, other waterfront areas are gaining prominence. Indoor pools are protected from weather and UV rays, offering a stability that ensures your plans remain intact even on extremely hot days. In urban areas, night pools where you can cool off after sunset have also become a staple. We especially recommend river play for the active crowd. Mountain streams with plenty of tree shade feel significantly cooler than the city center, and the water temperature is cooler than the ocean. With swimming, diving, and stream walking, you get plenty of exercise. However, rivers carry different risks than the sea, such as sudden rises in water levels due to weather, so choose managed riverbanks or campsites and always check the weather forecast carefully.

On a side note regarding hair: pool chlorine can damage hair proteins and lipids just as much as seawater salt. The solution is the same as for the beach: "Rinse with fresh water before entering, protect with oil, and rinse with fresh water immediately after coming out." Even if the water changes, the principles of protecting your hair do not.

Shift your schedule—mornings and evenings are the new golden hours of summer

Besides changing locations, shifting your timing is a wise way to play during an era of extreme heat. Parks right after sunrise have light, fresh air even in midsummer, making activities like running or tennis quite comfortable. A running boom that started in South Korea is spreading to Japan, and for Seoul runners, running at dawn or at night is the standard during midsummer. Spending the day indoors and gathering by the Han River after the sun sets for a picnic or a run—this "night-oriented outdoor play" is a style worth learning from as a strategy to enjoy the sweltering summer.

In Japan, too, leisure options during cooler hours, such as evening beer gardens, night markets, night pools, and evening aquariums, are expanding every year. "Not pushing yourself during the day" isn't giving up on summer; it's a strategy to concentrate your activity during comfortable hours.

Don't give up on being "active" indoors

On days when the heat is dangerously high, don't push it—head indoors. Fortunately, there are now a surprising number of places where you can exercise while staying cool. Bouldering gyms can give a full-body workout in just one session even for beginners, and indoor sports facilities offer everything from trampolines to archery and table tennis in one spot. Since last year, demand for indoor leisure, including movie theaters and museums, has grown, and "escaping the heat" has become a keyword for consumer behavior. The more you look, the more options you will find.

A quick note on hair here: even indoors, if you move your body intensely, your scalp will sweat profusely. Sweat itself is nearly odorless, but when it mixes with sebum and sits, it leads to stickiness, odor, and clogged pores. Don't think "I'm not outside, so it's fine." On days you sweat, make sure to wash your scalp thoroughly the same day. This is the ironclad rule for the active summer crowd.

At the end of a day of play—a habit to reset sweat, sebum, and UV exposure

Whether it's the sea, the river, or the gym, the routine for the evening after an active day is the same: return your hair and scalp to a neutral state "within the same day." Use a scalp shampoo to wash away the mixture of sweat, sebum, and sunscreen cleanly, without stripping away necessary moisture. For hair exposed to UV rays and chlorine, replenish moisture and oil with a leave-in treatment and seal it in with a thorough blow-dry.

The key is not to treat this as a special "damage repair" session, but to make it a "habit" just like brushing your teeth. Damage doesn't appear in a single day. The difference between those whose hair is falling apart at the end of summer and those whose isn't is simply whether they stacked those 10 minutes each night after playing. That is all.

For active souls this summer: KEMA's popular items

KEMA Scalp Shampoo

Cleanses away sweat and sebum while maintaining necessary moisture. The refreshing touch of light mint resets the scalp after a full day of play.

¥9,020 (incl. tax)

KEMA Penta S Oil

Non-sticky natural oil that creates a thin veil over hair. Ideal for prep before hitting the beach or pool, or for a polished finish.

¥5,940 (incl. tax)

KEMA Leave-in Balm

A lightweight, leave-in treatment. Perfect for post-play evening care. Smoothes out frizz and leaves hair manageable for the next morning.

¥5,500 (incl. tax)

The Korean aesthetic of beauty, inherited by KEMA

The trick to enjoying the sweltering summer is not fighting the heat, but finding an "equilibrium" with it. Shifting locations, shifting times, protecting with preparation, and restoring at night—these principles align directly with the KEMA philosophy of "Order, Equilibrium, and Harmony." In Korea, rather than holding back on play, many incorporate care for their skin and hair to restore them back to their natural state within the same day. KEMA's haircare, which delivers repair ingredients to the deepest layers of the hair using advanced liposome technology, exists for this exact summer habit of "restoring as much as you enjoy." Even if the beach feels further away, there is still so much of summer to play with. Prepare well, and enjoy this summer to the fullest.