UV protection is no longer seasonal — it's skincare, fashion, and a daily beauty statement driving a $13 billion market.

Asian sunscreen brands are innovating with cultural storytelling and cross-industry collaborations to engage young consumers.

Whether for relaxation or challenge, surfing and paddleboarding offer modern urban workers a sense of fulfillment and an escape from social and work pressures.

As temperatures this summer hit record highs, Western consumers are slowly adopting the sun protection measures that have been commonplace in Asia for years.