As Japan braces for an unusually hot summer, the "Atsusa ni SONAE-ru 2025" campaign has kicked off, aiming to educate the public about the importance of acclimatization to heat, or "shonetsu junkan." The campaign, running from April 17 to April 30, 2025, is the first of three planned initiatives this summer, focusing on preventing heatstroke during the sweltering months ahead.
The campaign includes a video titled "Heatstroke Zero: One Point Check!" that explains the concept of heat acclimatization, which is crucial for avoiding heat-related illnesses. A survey conducted in September 2024 by the "Netsuzero e" project revealed that only about 42% of 1,340 respondents were aware of what heat acclimatization entails. This lack of knowledge highlights the need for increased awareness as temperatures begin to rise.
On April 17, the campaign's launch coincided with alarming reports of heatstroke incidents. A teenage boy was transported to a hospital after suffering from heatstroke at the Tottori Sand Dunes, while an 80-year-old woman collapsed on a sidewalk in Sakaiminato City, also suspected of heatstroke. Dr. Kensaku Yamada, director of Yamada Internal Medicine Clinic, noted that heat-related illnesses are not uncommon in April, especially when sudden temperature spikes occur before the body has had time to adjust.
"Normally, we see these cases in July and August, but the sudden heat in April can catch people off guard, especially if they are not acclimatized to the temperature changes," Dr. Yamada explained. He emphasized that older adults are particularly vulnerable due to their diminished ability to sense temperature changes, which can lead to severe health risks.
As the campaign progresses, it encourages individuals to adopt practices that promote heat acclimatization. These include wearing light, breathable clothing, engaging in outdoor activities like walking or jogging, and taking warm baths to promote sweating. Acclimatization typically takes several days to two weeks, making it essential for individuals to start these practices early in the season.
Meanwhile, weather forecasts predict that temperatures will soar across various regions. On April 19, areas from Kyushu to Kanto are expected to experience summer-like conditions, with highs exceeding 25 degrees Celsius. Central Tokyo is projected to reach 28 degrees, akin to early June temperatures, while Kofu may even see its first true summer day of the year with temperatures hitting 30 degrees.
In light of these developments, health officials are urging the public to remain vigilant against heatstroke. Staying hydrated, taking breaks in the shade, and utilizing air conditioning indoors are crucial measures to combat the rising heat. Additionally, engaging in light exercise, such as walking for 30 minutes at least five days a week, can help the body adjust to warmer temperatures.
Dr. Hirofumi Ito, director of the Ito Ohdo Clinic, warned that heatstroke can occur even at temperatures around 25 degrees Celsius, and the symptoms are often subtle in spring. "Spring heatstroke is harder to notice and can become severe quickly," he cautioned.
As the campaign unfolds, it also highlights the unusual outbreak of infectious gastroenteritis, including norovirus, which has been unusually prevalent this April. The number of infections is reported to be the highest in the last decade for this time of year, with experts attributing this trend to the colder weather earlier in the year that allowed the virus to thrive longer than usual.
Professor Hirokazu Kimura from Gunma Paz University Graduate School indicated that the overlapping circulation of GII.4 and GII.17 strains of norovirus could extend the duration and scale of this outbreak, making preventive measures even more critical.
As part of the "Atsusa ni SONAE-ru 2025" campaign, various heat prevention products from official partners will be distributed through a lottery, with 11 winners selected from participants who engage with the campaign on social media. Participants are required to follow the official Netsuzero e project account on X (formerly Twitter) and watch the campaign video to enter.
In conclusion, as Japan faces an early onset of summer heat, the "Atsusa ni SONAE-ru 2025" campaign serves as a timely reminder of the importance of heat acclimatization and the need for public awareness to prevent heat-related illnesses. With temperatures expected to rise significantly, individuals are encouraged to take proactive steps to adapt to the heat, ensuring a safe and healthy summer.
