Sony's Hot Product Cooling Down the World's Heatwaves
Sony Thermo Technology's REON POCKET personal cooling and heating devices are experiencing phenomenal sales success abroad. As temperatures consistently soar to blistering highs of 40°C in many regions, a new consumer trend is emerging.
Embracing the Heat with Innovation
Sony Thermo Technology President Ito Kenji aptly describes the impressive results, stating, "There's a new trend of spending money to combat the heat." The company had set an ambitious goal to double its sales for the entire year of 2025 compared to the previous year. Remarkably, by the end of July, they had already achieved an impressive 1.8 times growth.
In May, Sony launched its latest REON POCKET model. This advanced device features two Peltier modules, a significant upgrade from the single module in previous versions, delivering a noticeably more refreshing cooling sensation for users. This innovation perfectly captures the consumer desire for accessible relief during prolonged periods of unusual heatwaves.
Temperature Fluctuations Drive Sales
A clear correlation exists between rising temperatures and sales figures. Mr. Ito explained, "For instance, when the temperature spikes from 25°C to 30°C, sales see a significant increase." This demonstrates the product's ability to directly address immediate consumer needs driven by environmental conditions.
Global Appeal Beyond Japan
This "heatwave phenomenon" is not confined to Japan. Similar sales surges are being observed in South Korea and European countries such as France. Mr. Ito noted, "Sales are strong in regions with significant temperature fluctuations, rather than in countries that experience consistently high temperatures year-round." This suggests the REON POCKET is particularly appealing in climates where seasonal or daily temperature swings are pronounced.
Expanding Horizons: From Online to Global Markets
Currently, overseas sales are primarily conducted through the direct-to-consumer Sony Store Online website. Mr. Ito commented, "In Japan, we are deploying across all fronts, including major retail stores. If we were to implement a similar strategy abroad, there's certainly potential for further growth." This highlights a strategic approach to market penetration and a belief in the product's broader applicability.
Looking ahead, Sony is strategically targeting sales in the United States and China, with the intention of accelerating its global rollout. Mr. Ito shared his vision, stating, "In terms of resources, deployment in either of these two countries is feasible. We aim to alleviate the burden of urban heat island effects. We want to focus on areas where air conditioning penetration is not yet widespread." This forward-thinking approach underscores Sony's commitment to innovation and addressing global environmental challenges.
