It’s that time of year again when media outlets and brands start talking about “sanfu” (三伏, lit. the three fu’s). Similar to the idea of ‘dog days’ in the West, sanfu marks the hottest days of the year on the Traditional Chinese Calendar. Despite many translations telling you that sanfu means dog days, the dates don’t exactly coincide. For example, dog days this year, according to Google, started on 11 July and sanfu, on the other hand, started on 20 July.
In recent years, the biggest tradition during the sanfu days is sanfutie (三伏帖, sanfu plaster). It is a herbal plaster applied to acupuncture points to treat illnesses, as it is believed that the hot weather makes the medicine more effective. Other trends include using the heat to help with weight loss and other wellness practices, including sunning your back and Chinese food therapy.
Although distinct from the solar terms, brands in China have started including sanfu in their marketing calendars. JD.com, for example, started its “cool season” promotion for air conditioners, fridges, sunscreen, and parasols just in time for the start of sanfu. Including “keep cool” messaging can also be seen as a form of ESG for brands and platforms.
Another unique thing about sanfu this year is that it is significantly shorter. For over a decade, sanfu has lasted around 40 days, but this year, it’s only 30. This is, however, due to calendrical complications, not a reversal of global warming. So, until the dog days are over, stay cool and hydrated.