Japanese Incense Company Launches New Fragrance Brand 'nowas' as a Modern Cultural Bridge

Launch of 'nowas': Bridging Traditional and Modern Japanese Fragrance

In a vibrant fusion of tradition and contemporary lifestyle, Nippon Kodo—Japan's esteemed incense manufacturer with a 450-year legacy—unveils its new fragrance brand, 'nowas'. Set to launch on February 13, 2026, this innovative line features four distinctive fragrances: AQT, TIE, ZEP, and WAF. These scents encapsulate various historical Japanese sentiments, intended to resonate with today's consumers while honoring their roots.

A New Chapter in Fragrance

The creation of 'nowas' is powered by a dynamic project team composed primarily of Generation Z employees, marking a generational shift within the brand. Guided by seasoned in-house perfumers who have inherited years of knowledge and artistry, the team meticulously crafts each scent within newly established fragrance factories, ensuring a harmonious blend of traditional craft and modern aesthetics.

Nippon Kodo aims to present these fragrances as modern-day talismans that encapsulate the essence of Japanese incense culture. The brand's philosophy emphasizes connection—linking the present ('NOW') with the past ('WAS') through the spirit of harmony ('WA'). By doing so, 'nowas' aspires to carry forward the rich history of Japan's scent culture into the future.

Experience the Fragrance

The first collection consists of:
1. AQT - Act: An invigorating woody amber scent aimed to bolster courage, inspired by Sengoku-Era samurai rituals, designed for moments of critical decision-making.
2. TIE - Tie: A soft woody musk aroma that promotes emotional connection, reminiscent of the Heian Era's noble traditions of heartfelt exchanges.
3. ZEP - Zep: A refreshing woody green fragrance that inspires creative thinking, drawing from the artistic pursuits during the Muromachi period.
4. WAF - Waf: A soothing woody balsam scent that embodies warmth and comfort, reflecting the Edo period's practices of using fragrance as protective charms.

Each fragrance captures distinct historical philosophies and serves to transform everyday moments into meaningful experiences, weaving traditional elements into modern narratives.

Pop-Up Shop Experience

To celebrate the launch, a pop-up shop will take place from February 13 to February 23, 2026, at Shibuya PARCO, offering all four fragrances for sales along with other incense products that tell the story of Nippon Kodo’s rich heritage. Attendees can engage in events designed to explore the historical context and significance of Japanese scents, creating an immersive experience that bridges cultural and temporal divides.

Online and Social Media Launch

The online store for 'nowas' will open on February 13, 2026, at 11:00 AM JST, accessible via Nippon Kodo's website. The brand will also connect with a broader audience through Instagram at @__nowas__, promoting updates and engaging with fragrance enthusiasts worldwide.

Conclusion

Through 'nowas', Nippon Kodo is not only launching a new product line; they are exemplifying how tradition can seamlessly integrate into the modern lifestyle. Each fragrance carries with it a narrative of Japan's profound history, encouraging individuals to express themselves through scent. The fusion of ancient practices with contemporary sensibility makes 'nowas' not just a brand, but a cultural dialogue that invites everyone to explore the art of fragrance in an evolving world.

Nippon Kodo remains committed to enriching the daily lives of its customers, advocating a lifestyle that values the harmonious presence of fragrance—an embodiment of well-being, culture, and connection.

For detailed insights on their products, visit the official Nippon Kodo website or engage with the brand on their social media platforms.