ESSENCE OF ASIA

A breath of the East sweeping through the fragrance world.

- PHOTOGRAPHED BY YUKI SAITO TEXT BY ALISHA AZUDDIN

Amid today's global fragrance boom, the influence of Eastern culture is impossible to ignore. “Korea’s momentum, in particular, was striking even at European trade shows,” says Mr. Nakamori of Nose Shop. “Many brands may begin as something casual, but by closely observing the market and refining themselves repeatedly, they evolve into fully fledged fragrance houses before you realise it. That speed is quintessentially Korean.”

Even among Western brands, there is a growing number of mashups— directors with Asian roots, or houses that fuse Asian sensibilities with Western perfumery techniques. Take the gourmand trend that has dominated since last year: beyond European staples like vanilla and caramel, ingredients such as rice, matcha, Chinese tea, Middle Eastern spices, and Asian sweets are now entering the palette. The rising energy of the East may well expand perfumery's centre from Europe and the US to the world at large. “As Gen Z—who grew up with fragrance—began to shape the industry, we can expect creations that go far beyond prediction.”

ATHLETIA