2025.05.16FRI
2025.04.18
New Choices in the Era of Extreme Heat – Strategies of Men's Parasol Pioneer "Wpc. IZA"
As temperatures rise year after year, the summer sun beats down painfully. Measures against heatstroke have become essential, leading both children and adults to start using parasols. However, the habit of men using umbrellas has yet to gain widespread acceptance.
This caught the attention of WORLD PARTY CO., LTD. and their brand “Wpc. IZA.” The umbrella brand “Wpc.,” already leading in the industry, has developed men's parasols with the aim of creating a new umbrella culture.
We interviewed Wataru Ono, the brand manager of “Wpc. IZA,” about the aims and features of their products, uncovering the secrets behind their impressive sales of approximately 1.4 million units in total.
PROFILE
Wataru Ono
WORLD PARTY CO., LTD. Sales Promotion Department Manager
After graduating from university, he engaged in advertising production as a copywriter and creative director in the advertising industry before joining World Party after working at a manufacturer.
He oversees the branding and creative department and serve as the brand manager for "Wpc. IZA."
It's Time for Men to Carry Umbrellas
The name “Wpc. IZA” piques interest, and Ono explained that the concept of the product is fully encapsulated in this name.
“It originates from the expression ‘iza!,’ which samurais would use when embarking on something significant. When we launched this brand in 2021, there was no market for men's parasols.
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