Beat the Summer Heat with "Chilled Sekkisei": Number_i Sparks Viral Skincare Trend in Japan

With the arrival of the intense summer heat, "Hiyashi Sekkisei" (Chilled Sekkisei)—a skincare routine recommended by Kose's skincare brand Sekkisei—has been generating a major buzz, particularly on social media. A new web commercial titled "Hiyashi Sekkisei" Q&A, featuring the popular group Number_i and released on July 8, 2026, has received an overwhelming response immediately following its release.

In the video, members Sho Hirano, Yuta Jinguji, and Yuta Kishi introduce the appeal of "Chilled Sekkisei" in a rapid-fire Q&A format. The content is packed with their signature playful chemistry, featuring moments such as Hirano cutely singing and stepping, and Kishi's answers prompting the group to learn more about the product's ingredients. Fans have flooded social media with delighted comments like, "It's so cute I keep watching it on repeat," and "It gives me the energy to get through this hot summer."

Inspired by the video, an increasing number of users are starting their own "Chilled Sekkisei" routine. Social media is flooded with posts showing users enjoying this unique summer skincare habit, with comments like, "I made a dedicated 'VIP seat' for my Sekkisei in the fridge!" and "Using it chilled after a bath or before morning makeup feels incredibly refreshing!" Others have shared reports of visiting the ongoing pop-up store, where they took photos at a refrigerator-themed photo spot and customized their own bottles at the "My Bottle Atelier," indicating the physical locations are buzzing with activity as well.

With extreme heat anticipated this summer, "Chilled Sekkisei"—which cools down the skin while providing brightening care—is set to become an essential summer routine for many, accompanied by the refreshing presence of Number_i.

The Context: J-Beauty Hacks and the Rise of Number_i

For those unfamiliar with the Japanese beauty and entertainment scene, here is the background behind this viral sensation. Sekkisei, produced by cosmetics giant Kose, is one of Japan's most iconic skincare brands, famous for its signature blue bottles and herbal-extract-infused formulas aimed at achieving translucent, bright skin. "Hiyashi Sekkisei" (literally "Chilled Sekkisei") is a popular summer skincare hack where users keep their toner or lotion in the refrigerator to provide an icy, pore-tightening sensation upon application—a perfect remedy for Japan's notoriously humid summers.

The stars of the campaign, Number_i, are a massively popular three-member J-pop group formed in late 2023 under the agency TOBE. Comprising former members of the ultra-popular group King & Prince—Sho Hirano, Yuta Jinguji, and Yuta Kishi—the trio has taken both the music and advertising industries by storm since their debut. Their involvement in promotional campaigns routinely causes products to sell out instantly, demonstrating their immense influence on consumer trends in Japan.

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