A bra with built-in ice packs, a wind chime and a sprig of mint has been unveiled in Japan, promising to keep women cool this summer.

In a nearly-naked publicity stunt, underwear firm Triumph Japan has had models parading around showing off its Super Cool Bra, featuring what appears to be a pair of small fish tanks encompassing the breasts.

Models present lingerie maker Triumph's new concept bra, the 'Super Cool Bra'. Credit:Reuters

The company says these cups are filled with a gel that remains soft and supple even when frozen, giving the wearer a cool sensation against her skin.

With no working nuclear reactors in post-Fukushima Japan, the country has once again begun its Cool Biz campaign, urging people to dress down for work and avoid the need to crank up the air conditioning.

AAP