Between social harmony and inner peace: Japan's unique scent culture

Hello, I'm Rina, a perfume lover living in Japan. I joined the smell100 community because I believe scent is a universal language that deeply connects people across borders. Today, I'd like to introduce you to the mysterious and delicate world of Japanese scent culture.

"The spread of scent (sillage)" as a symbol of adulthood

In Japan, it's not common for children to wear perfume. My scent journey began with an encounter with a sophisticated woman I met on the street when I was a child. I was instantly captivated by the scent she left behind. For my young self, it represented a longing for adulthood, something mysterious and overwhelming. I remember spending hours flipping through a book called "The Encyclopedia of Perfumes," gazing in awe at the jewel-like bottles.

By the way, is it common for children to wear perfume in your country? Do you have any childhood memories related to scents?

The expert's question: "What scent suits me?"

Several years later, I worked in perfume sales and eventually studied perfume history, styling, and blending at a vocational school. However, I soon noticed a strange phenomenon. When people learned I was studying perfume, most would ask:

"What scent suits me?" "Do you have any recommendations?"

I began to wonder: Are they seeking their own unique individuality? Or are they simply overwhelmed by too many options? Or are they looking for a socially "correct" answer?

Insights gained from 1,500 consulting sessions

To find answers, I launched a styling service using radar charts and seven personality types.

Ironically, this service grew rapidly during the COVID-19 pandemic. Because I offered online consultations, I was able to connect with people across Japan who were forced to stay home. With fewer opportunities to wear perfume "for others," people began to confront themselves through scent. To date, I have styled over 1,500 clients.

From fashion to introspection

What I discovered is that for many Japanese people, scent is not "fashion" (how others perceive them) but "introspection" (their own inner feelings). Many people seek comfort, relaxation, and spiritual connection rather than projecting a specific image.

However, there's an interesting paradox. While people know their likes and dislikes, few can confidently say, "This is my favorite." They often seek validation from others. Recently, I've heard of people buying perfumes recommended by social media influencers without even trying them. They likely seek the reassurance that "if a popular person likes it, it must be good."

On the other hand, there are passionate "researchers" who seek out niche brands around the world, relying solely on their own sense of smell.

What about in your country? Do people trust their intuition? Or do they seek the "right" answer from others?

Japanese aesthetics: Bliss beyond conformity

In Japan's "conformity culture," consideration for others is often the top priority. We try to find our "preferences" within the bounds of social harmony. We are very sensitive to the strength of scents, prefer clean, "soapy" fragrances, and use much less than people in other countries.

This is purely my personal opinion, but perhaps a gentle, subtly lingering, delicate fragrance is what constitutes "comfort" for Japanese people. A prime example is "sleeping fragrance," the custom of wearing scent to promote restful sleep and comfort. Is this custom common in your region?

In search of the essence of beauty

Currently, I'm reviewing my entire collection and asking myself, "Why do I like this?" and "What does beauty mean to me?" I want to explore these philosophical questions and share my thoughts through smell100 reviews.

Furthermore, if the opportunity arises, I would like to exchange opinions with people around the world about "fragrance pollution," a serious social problem hidden behind Japan's quiet fragrance culture. I look forward to hearing your opinions!