#Japan #Aromatherapy #Shibuya #Yugeisha #Shigenaga Tada

New Book Release: 'Aromatherapy as Cultural Knowledge'

On August 31, 2026, Yugeisha, based in Shibuya, Tokyo, launched 'Aromatherapy as Cultural Knowledge,' authored by Tada Shigenaga, the CEO of 'Living Tree.' For nearly half a century, Tada has led the herb and aromatherapy culture in Japan. The book aims to shift the perception of aromatherapy from merely a source of relaxation to a form of cultural education.

How to Use This Book

The book offers flexible reading; you are free to start reading from any chapter since each follows an independent theme. If you're interested in the scientific basis, you might jump into Chapter 3, while those curious about the history of scents can begin with Chapter 4.

Additionally, each chapter includes columns titled 'Morning/Night/Spring/Summer/Fall/Winter with Aromas,' which suggest ideal scents for different times of the day and seasons. Having these aromas nearby while reading enriches the overall sensory experience.

Starting from page 153, you will find a mini-guide entitled 'Aroma Encyclopedia,' featuring easy-to-understand explanations of 24 essential oils including their scientific names, families, origins, aromatic components, and cultural backgrounds. This guide can serve as a quick reference for those interested in essential oils.

An Immersive Experience with Scents

Tada shares his personal journey into the enchanting world of fragrance. He reflects on his childhood—particularly, the rich scents of nature experienced during walks with his mother in Meiji Shrine, especially after rain showers. He describes how these sensations felt integral to his being. Another influential moment was when his father brought back potpourri from America, a blend of various plant materials that symbolized happiness and freedom during the peak of the hippie culture.

Growing up amidst natural aromas and overcoming a kidney illness through traditional herbal medicine deepened his connection to nature, grounding him in a lifestyle aligned with the values of the hippie community. This environment cultivated his belief that the world would eventually seek natural elements again. In 1975, he began selling potpourri, which marked the inception of his business.

Interestingly, his most enthusiastic customers were young girls in elementary and middle school who sought to create their own desired scents, helping them express themselves where traditional perfumes felt unattainable. The potpourri craze was further fueled when renowned manga artist Mariko Sato illustrated a story featuring a girl passionate about potpourri creation. An original potpourri contest led to an overwhelming response, showcasing the children's creativity and reinforcing Tada's realization that scent could serve as a significant form of self-expression.

Tada subsequently pivoted towards building his business around herbs and aromatherapy, culminating in the establishment of 'Living Tree,' having transformed over the span of 80 years from a family photography studio into a thriving business dedicated to herbal and aromatherapy cultures. He believes the acceleration of technological advancements has made life significantly busier and more stressful for many. Amid this rapid pace, the longing for time spent in nature and seeking therapeutic experiences has surged. In modern society, aromas present an avenue to rediscover lost moments of self-reflection.

Finding your favorite scents can reveal something about yourself and your current state of mind, evoke nostalgia, promote deeper connections with others, and create an atmosphere of contentment.

In our hectic lives, he encourages everyone to embrace these rich, fulfilling experiences. With this book, he shares knowledge, cultural insights, and practical tips for enjoying the world of scents. It is his heartfelt desire for this book to inspire readers to consider how aromatherapy can enrich their lives.

Join us on this journey into the world of scents!

Book Details

• - Title: Aromatherapy as Cultural Knowledge
• - Author: Tada Shigenaga (CEO of Living Tree)
• - Supervised by: Chizu Kumagai (Doctor of Agriculture, Pharmacist)
• - Publisher: Yugeisha
• - Release Date: August 31, 2026
• - Price: 1,800 yen + Tax
• - Format: 208 pages, A5 size
• - Amazon Pre-order Link: Amazon Link

Author Profile

Tada Shigenaga: The CEO of Living Tree, born in 1961 in Harajuku, Shibuya. After graduating from university, he worked for a large retail company before becoming the head of Living Tree, which began selling potpourri in Harajuku. He has significantly expanded the culture of herbs and aromatherapy in Japan.

About Yugeisha

With the mission 'to create enduring quality,' Yugeisha strives to produce diverse works that withstand the test of time in an age overflowing with content, embodying the transition from fleeting consumption to lasting quality.