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A Journey Towards Well-Being with Mainichi Koh

In a significant move, Nippon Kodo's celebrated incense brand, Mainichi Koh, has recently launched its revamped brand communication through a new television commercial titled "Illuminating Scents". Set to air nationwide from December 7, 2025, this fresh campaign embodies a modern interpretation of traditional incense usage, embracing the essence of well-being in line with contemporary lifestyles.

A Shift in Perception

The landscape surrounding rituals and memorial services has shifted dramatically over the years. Factors such as nuclear family dynamics, changes in lifestyle, alterations in customs and traditions, along with economic influences, have contributed to a waning sense of importance surrounding memorial practices. However, in recent developments, a growing focus on intangible values—emphasized particularly among the younger generation—has emerged. Activities like sauna visits, supporting favorite hobbies, yoga, and outdoor experiences have gained traction, supporting an overall mindset of personal well-being. Amidst this cultural shift, the use of incense for relaxation and healing purposes has seen a resurgence, signaling a rebirth of traditional practices like visiting gravesites.

Mainichi Koh’s Evolution

Since its inception in 1909, Mainichi Koh has served as a cherished medium for expressing grief, prayer, and gratitude. The new commercial retains the essence of this revered brand while expansively shifting its context from memorialization to well-being. What was once considered merely a tool for remembrance now takes on the role of an everyday ally for one’s personal space and emotions. The brand’s infusion of sandalwood aroma is uniquely positioned to elevate both the environment and the spirit, inviting users to carve out moments of tranquility in their busy lives.

Visual Storytelling: A Dreamlike Landscape

The commercial is visually striking, set against a serene mirror-like world reminiscent of Uyuni Salt Flat. Captured during the tranquil hours prior to dawn, the film transitions into a vibrant space, infused with the brand's signature yellow under the soft morning light. A woman, transitioning from her day-to-day life into this dreamscape, lights the incense, allowing the rising smoke and sandalwood aroma to envelop her. The juxtaposition of natural sounds and gentle breathing further amplifies the ambiance of cleansing and serenity.

As viewers watch, the narrative encapsulates the essence of the tagline, "Illuminating Scents. I Achieve Well-Being." Through the transformative expression of the woman in the commercial, the refined essence of the new Mainichi Koh comes to life.

New Campaign Insights

• - Commercial Titles: Mainichi Koh "Illuminating Scents" (15 sec/30 sec)
• - Narrator: Yui Okamoto
• - Launch Date: December 7, 2025
• - Media Channels: Television, YouTube, and social media platforms
• - Catchphrase: "Illuminating Scents. I Achieve Well-Being."
• - Viewing URL: Watch the CM

About Mainichi Koh

Celebrated for its sandalwood-scented incense, Mainichi Koh has been a household favorite in Japan for over a century. This year, marking its 116th anniversary, the brand has not only reinvented its image but also added a new product to its lineup—"Mainichi Koh Less Smoke." Striking a harmonious balance between the lush sandalwood aroma and a refreshing sweetness, the brand is committed to adapting to today’s lifestyle needs.

For more information on products and the brand’s evolution, visit the Mainichi Koh website.

The Company Behind It All

Nippon Kodo has been a pioneer in manufacturing and selling incense, fragrances, and aromatic products since its founding. As a cornerstone of the Japanese incense culture with a legacy of over 450 years, the company thrives on the theme of fostering "A Life Enriched by Aroma," focusing on the preservation and advancement of Japan’s unique aromatic and memorial traditions.