When YouTuber Hannah Price set out to compare Japanese and Australian sunscreen, she wasn’t expecting her deep dive into the subject to rack up over two million views.The huge number of people poring over Price’s video shows the growing interest in skincare products from Japan, much like the K-beauty phenomenon from South Korea.It includes sun protection, increasingly recognised as a daily essential by influencers who want to shield their skin from ageing and enthuse about the lightweight texture of Japanese brands.Companies that have perfected their secret formulas want to capitalise on booming demand, including by building factories overseas and selling to Japan’s record influx of foreign tourists.Price, 32, fell into a “year-long rabbit hole” while making her video, learning about everything from SPF science to cultural attitudes to sun exposure.”I always loved Japanese sunscreen, since I first moved to Japan in 2012,” she told AFP at her studio in Tokyo.”I remember trying it for the first time and thinking, ‘this is so much better than anything I tried in Australia’,” her home country where sun cream felt “thick, sticky, greasy”.”I thought that the video would be popular… but I wasn’t expecting it to reach as far” as it did, Price said.The habit of regular sunscreen use is spreading, especially among younger generations, said Takuya Wada, who works in marketing for Japanese chemical and cosmetics firm Kao.”There are no borders when it comes to obtaining information on social media, especially Instagram and TikTok,” he said, adding that influencer posts have a “very large” impact on global sunscreen sales. – ‘Beautifully white’ -The global skincare market was worth more than $115 billion in 2024 and is expected to grow to $194 billion by 2032, according to Fortune Business Insights.A boom in celebrity skincare brands has contributed to the industry’s growth — with A-listers like Kylie Jenner using social media to share their beauty routines, including sun protection, with hundreds of millions of followers.When it comes to sunscreen, country-specific regulations mean no single company dominates the field, as the entry barriers to new markets are higher.Kao’s main sunscreen brand Biore UV is ranked 10th worldwide for sales, and second in Asia — competing with the likes of L’Oreal and Beiersdorf, and Japanese rivals such as Shiseido.The company wants sales from sun protection to reach 35 billion yen ($240 million) in 2027, up 1.6 times from 2023.It plans to boost overseas production by opening three new sunscreen factories, in Indonesia, Brazil and Germany.It is technically difficult to develop formulas that block the rays effectively with a smooth texture, as demanded by Japanese consumers, said Takashi Fukui, research and development director for Kao skincare products.But using scientific know-how to strike this tricky balance is what makes Kao “different from other European or American makers”.In Japan, a cultural obsession with light skin dates back to the sixth century and using white powder imported from China later became a status symbol among nobility.Fair skin indicated a life away from outdoor labour and sun exposure, and an old Japanese proverb says “white skin covers the seven flaws”.In the 1990s, people began using sunscreen or other cosmetics to avoid tanning — a trend dubbed “bihaku”, or beautifully white.These days, Japanese women use sunscreen as everyday protection against sunspots and ageing, caused when UV rays penetrate into the skin, said Fukui.- Winter sun -Tans have long been fashionable in Western countries, but awareness of skin cancer risks is rising, making sunscreen an important healthcare product there, Fukui said.One fan of Japanese brands is Thai skincare influencer Suari Tasanakulpan, who calls them “lightweight” compared to “heavy and uncomfortable” Western offerings.”There are always new technologies and innovative textures that are often ahead of other countries,” the 40-year-old, who reviews sunscreens on YouTube, told AFP.At an outlet of drugstore chain MatsukiyoCocokara in Tokyo’s Shibuya district, around 90 sunscreen products are lined up on the shelves.”Sales of sunscreen is improving year on year,” said Takeshi Otsuki, deputy manager of the chain’s cosmetic division.”More people are using sunscreen on a daily basis these days, so their needs are becoming more diverse,” he said.The number of male customers is also increasing, and Japanese sunscreens are very popular with overseas tourists who buy them in multipacks, Otsuki said.While summer is high season, sunscreen is popular year-round, because Japan has a “relatively high number of sunny days in the winter, and the sunlight hours are long”.YouTuber Price now uses both Japanese and Australian sunscreen, depending on the occasion.She sees the rise in education about sunscreens worldwide as a win-win situation.It “means you’re going to be better protected in general, which is great for everyone”, she said.

Asia’s fourth largest economy South Korea is facing gruelling tariffs by US President Donald Trump, but its shipbuilding industry could prove a useful bargaining chip.Already hit by sector levies on steel and car exports, Seoul is laser-focused on negotiations over a 25 percent country-specific tariff that has been suspended until July 8.AFP takes a look at what’s going on: – Why shipbuilding? -In the 1970s, South Korea’s military leader president Park Chung-hee accelerated the country’s heavy industry, designating sectors such as steel and shipbuilding “strategically important” and rolling out state subsidies.At the same time, POSCO was founded — now one of the world’s largest steel producers — and conglomerate Hyundai built its shipyard in southeastern Ulsan, which started to grow rapidly.European rivals struggled to keep pace. Sweden’s Kockums Shipyard filed for bankruptcy in 1987 — and in a symbolic shift of global shipbuilding power, Hyundai acquired its 140-metre (460-foot) Goliath crane for one dollar. It now towers over southern Ulsan.In the 1990s and 2000s, South Korean shipbuilders such as Hyundai Heavy Industries and Samsung Heavy Industries ramped up investment in research and development, backed by generous government subsidies.The country secured a competitive edge in high-value-added vessels, including LNG carriers, very large crude carriers, and offshore platforms.Now, South Korea ranks as the world’s second-largest shipbuilding nation, trailing only behind China.- Is it important? -South Korea’s exports hit a record high in 2024, with analysts pointing to shipbuilding as one of the key drivers.The sector accounted for nearly four percent of total exports and grew by almost 20 percent from the previous year — reaching $25.6 billion.Shipbuilding directly employs around 120,000 workers — roughly one percent of the country’s total workforce — with indirect employment significantly higher in industrial hubs like Ulsan.Industry data shows so far this year, new orders have exceeded 13 trillion won ($9.4 billion).In March, Hanwha Ocean secured a landmark $1.6 billion contract to build LNG carriers for Taiwan’s Evergreen Marine, one of the largest single orders in the sector this year.- Why is it a ‘bargaining chip’? – Trump has showed “significant interest in South Korea-US shipbuilding cooperation,” said South Korea’s trade, industry and energy minister Ahn Duk-geun in April.Like the Europeans, the US shipbuilding industry has lagged behind South Korea and China, and as a result, the sector is seen as a “highly important bargaining chip in trade negotiations,” he added.At an APEC finance ministers’ meeting in South Korea in May, US Trade Representative Jamieson Greer met Chung Ki-sun, vice chairman of HD Hyundai, the country’s largest shipbuilder, before he met Seoul’s top officials.”South Korea’s shipbuilding and defence industries see a window of opportunity,” said Kim Dae-jong, a professor at Sejong University.- How does it help the US? -Greer also met with the CEO of Hanwha Ocean, the first non-American company authorised to carry out a dry-dock maintenance of a US Navy vessel.The move last September was seen as significant as it signalled that Washington sees South Korea, where it already has 28,000 US troops stationed, as a strategic defence hub.With worries growing about China’s expanding naval fleet and potential conflict in the Taiwan Strait, the US has begun seeking reliable overseas shipyards to support its operations in the Asia-Pacific region.The global market for ship maintenance, repair, and overhaul is projected to exceed $60 billion annually, according to industry estimates.- Any problems? -Despite multi-billion-dollar contracts, data suggests South Korea’s shipbuilding industry is losing ground in the global race.China dominates with South Korea’s market share dropping, according to industry data.Demand for eco-friendly vessels is rising, and the government need to overhaul regulations “to support the development of next-generation eco-friendly vessels,” Rhee Shin-hyung, a professor at Seoul National University, told AFP.South Korea’s woeful demographics also make staffing hard. In Geoje -– home to Samsung Heavy Industries -– the number of residents in their 20s and 30s has nearly halved in recent years.Orders are down in 2025 which hints that “the shipbuilding boom may end sooner than the market anticipated,” warned Rhee.Global ship orders between January and April fell by almost half the volume recorded during the same period last year.Shipbuilders have been enjoying a “supercycle” but unfortunately the “peak is expected to be lower and the boom shorter-lived compared to the past,” Nam Chul, vice president at HD Hyundai Heavy Industries, told AFP.