Summer appliance race heats up with suncare, dehumidifiers and ice water purifiers

Demand for summer products — suncare items, portable fans, dehumidifiers and ice water purifiers — is rising ahead of the peak vacation season. With heat waves and the rainy season overlapping, retail and home appliance companies are expanding their summer lineups, ranging from compact vacation accessories to seasonal appliances that manage indoor humidity and hygiene.

Jaju, the lifestyle brand under Shinsegae Casa, said Wednesday that sales of its summer season products are climbing, led by suncare items and handheld fans. The brand's four-product "Rice Moisture Soothing Suncare" series has posted steady sales growth since its April launch. Among them, the "Rice Moisture Soothing Face & Body Sun Lotion" recorded June sales roughly seven times higher than in its launch month, while the "Rice Moisture Soothing Sun Stick" surged more than 1,400 percent compared with May.

Portable cooling products are also selling well. June sales of Jaju's "Turbo Handy Fan" were about 6.5 times higher than in April. The product weighs 128 grams and features five wind-speed settings and a battery that lasts up to eight hours.

As demand for indoor humidity control grows during the rainy season, dehumidifier makers are competing on capacity and energy efficiency. Coway has expanded its inverter dehumidifier lineup, with models offering a daily dehumidification capacity of up to 20 to 23 liters. The 23-liter model comes with a 6.1-liter water tank and supports four dehumidification modes — auto, low, turbo and laundry drying. Coway said all models in the series achieved a top energy-efficiency Grade 1 rating, thanks to a dual inverter compressor.

Winix operates a large-capacity dehumidifier lineup that includes the "Bbosong Inverter 24L." The product offers a daily dehumidification capacity of 24 liters, a 6.3-liter water tank and a Grade 1 energy-efficiency rating. It features an inverter function, continuous drainage, internal drying, smartphone control, UV sterilization, a low-noise mode and a concentrated drying kit.

Competition among dehumidifier makers is also expanding to electricity costs and hygiene management. Because these products typically run for extended periods, consumers are increasingly weighing not only daily dehumidification capacity but also energy-efficiency ratings, power consumption and internal drying functions.

Indoor air quality products are also targeting summer demand. Kyung Dong Navien is running a pop-up store at Hyundai Department Store's Pangyo branch through July 19, showcasing an integrated "air quality management solution" centered on its dehumidifying ventilation air purifier and covering living rooms, kitchens, bedrooms and other residential spaces. On display are the dehumidifying ventilation air purifier, the Navien four-season sleep mat and the Navien Magic 3D air hood, along with a preview of "Bascare," an upcoming bathroom ventilation appliance.

Water purifier companies are also targeting the summer peak season. Kyowon Wells' "IceOne ice water purifier" is a slim unit measuring 23 centimeters wide and equipped with a 1-kilogram ice compartment. Kyowon Wells said last month the product won the top prize in the water purifier rental category at the 2026 National Service Awards.

Industry observers say summer product consumption is broadening beyond one-time vacation items to products that manage the indoor living environment. Consumers' summer shopping lists now include not only outdoor and travel goods — suncare products, handheld fans and luggage — but also home appliances such as dehumidifiers, ventilation air purifiers and ice water purifiers.

"Customer interest is high in summer vacation products the whole family can use practically, from suncare items with various ingredients and functions to handheld fans with cooling features," a Jaju official said. "We will continue to introduce seasonal products that emphasize functionality and practicality."