Jackets and ties, essential items in the Japanese businessman's wardrobe since they were adopted from western countries after the World War I, should not always be worn in warmer weather, say officials.

And if the occasion does require some formality, Japan's ministry of environment suggests that citizens should wear lighter ties and cooler jackets so that less energy is used for air-conditioning.

The ministry invited foreign ambassadors and their spouses to take part in a fashion show featuring energy-saving formal clothing and national attire.

Suvidhya Simasakul, the Thai ambassador, sported a smart open-neck shirt made of Thai silk, while his wife showed off her formal traditional dress, also made from Thai silk.

Other honorary models, joining the Cool Asia campaign to help combat global warming, included ambassadors of Cambodia, China, Malaysia, the Philippines and South Korea.

The Japanese government has also launched a campaign encouraging citizens to set their air con at 28C during summer.

 "It might be hard to ask people to change their dress and lifestyle, but it is the easiest way for everyone to join the campaign," said Toshiro Kojima, the minister for global environmental affairs.

He said people had long believed it was impolite not to wear a tie and jacket when they call on their clients, businesses or government agencies.

Even in summer, when temperatures rise above 30C, most Japanese males still have thick ties and jackets on. The big challenge is to change their attitudes.

In Japan, air-conditioning accounts for a major share of household and office energy consumption.

Household statistics for 2004 show that the proportion of electricity consumption of air conditioners was 24.4 per cent, 16.5 per cent belonged to refrigerators and lighting consumed 9.6 per cent.

Koike Yuriko, the environmental minister, said the campaign was well accepted by the majority of companies and citizens.

It helped reduce carbon emission by 460,000 tonnes last year by significantly cutting electricity consumption during the four summer months.

The ministry has asked for help from leading clothing brands and department stores to produce and promote the so-called Cool Biz fashion apparel.

Okada Yoichi, head of the men's department of Mitsukoshi, a high-end department store in Tokyo, said several brands had already introduced new lines of light ties and jackets made of cooler materials.

"A formal jacket is still needed by males since we do not carry handbags as women do. In my opinion, jackets do not only represent politeness, but they're also useful because of the many pockets," he said.

Yoichi said Cool Biz shirts made from lighter materials have also gained popularity, with about 2,000 pieces sold in May alone.

Cool Biz underwear is also available. This new product resembles the traditional Japanese underwear worn by Sumo wrestlers - it is only a piece of single plain cloth.

According to Yoichi, such underwear is normally used only by senior citizens but it's now "cool" for the new generation.

The store has been selling about 100 pieces of this energy-saving underwear monthly at a unit price of 1,575 yen (Bt526).

As a member country of the Kyoto Protocol, an international agreement enforced last year to reduce global warming, Japan has committed to reduce its greenhouse gas emission by 6 per cent by 2012 from its 1990 emission rate.

As one of the world's major producers of greenhouse gases, Japan accounts for 8.5 per cent of global emissions.

Yuriko said the government also has campaigns promoting low-emission technology such as clean-energy vehicles and energy-saving appliances.

Tara Buakhamsri, a campaigner for climate change with Greenpeace Southeast Asia, said the Japanese government should also pay attention to sources of energy.

"Raising awareness among the public is a good thing if they can prove that it has significant impact on reducing greenhouse gases. However, it is better to review the sources of energy used to generate electricity," he said.

Though it relies mainly on nuclear energy, Japan still uses coal, considered a dirty fuel, to generate power, he noted.

Pennapa Hongthong

The Nation

TOKYO