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I mean no one said "flee the sun". They said "use sunscreen".
Some take avoiding sunshine pretty seriously. I see a lot of Asians doing that, carrying parasols around and huge hats and it really does feel very "flee the sun".
I mean that's still spending time outside. If parasols and big hats weren't so thoroughly OUT fashion-wise where I live I'd absolutely rock one of those. The cooling effect looks really nice.
Well, that and my gigantic head doesn't work with the vast majority of hats.
But yeah being in the shade barely counts as protection against UV radiation anyway. If you understand the science, you do that to cool down and to see better more than you do it to avoid UV rays.
I think they do it because culturally they really like pale white skin or something. Sorta the opposite how most people where I live value a tanned skin.
Yes they have a culture of thinking pale is better but actually so did most of the world for a while. It meant you didn't work outside.
But that's more about using lightening and skin "brightening" products cause getting a tan is completely fine in the summer.
The umbrella is just cause try existing in that kind of heat and humidity and you will realize adding portable shade that also keeps heat directly off your head like a hat is a godsend and can keep sun stroke from happening.
We don't have such heat and humidity where I live. But I guess it could also be just a habit for them