BIC Cameras Inc.

As Japan is hit by extreme heat with maximum temperatures exceeding 40 degrees Celsius, portable coolers that require no installation and are easy to use are gaining popularity. At Bic Camera Yurakucho store, products in the 30,000 to 50,000 yen range are selling well, driven by last-minute demand for air conditioning and waiting times for installation work, leading to recommendations for customers who need immediate cooling. Usage is also increasing in rooms without air conditioning, such as kitchens and washrooms. According to Pan Pacific International Holdings, which operates Don Quijote, sales are particularly strong in Hokkaido, where air conditioner penetration is low. New entrants are appearing one after another. Following Bic Camera's launch of a private brand product last year, Nitori Holdings began handling portable coolers this year, and Sharp introduced a high-performance model with an air purification function at an estimated price in the 90,000 yen range. While energy-saving performance is inferior to typical air conditioners, Nitori Holdings expressed hope for a faster-than-expected sellout, and a Don Quijote representative pointed out the need for differentiation amid intensifying price competition.