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Experience Nowas: A Fusion of Tradition and Modern Fragrance

In an exciting tribute to Japan's fragrant heritage, Nippon Kodo Co., Ltd. has launched a groundbreaking fragrance brand, Nowas. The brand's name encapsulates a unique philosophy—Now (present) and Was (past), bridged by the spirit of Wa (harmony). This innovative brand aims to connect the traditional essence of Japanese scents with contemporary lifestyles.

The official launch took place in Shibuya PARCO, one of Tokyo's most iconic shopping districts, where a special popup store will be open from February 13 to February 23, 2026. Situated at the first floor GATE, this temporary shop allows visitors to experience all four inaugural scents of Nowas Eau de Parfum. Each fragrance reflects a different era of Japanese history, showcasing how scents have historically been intertwined with personal expression and culture.

Popup Store Details

• - Dates: February 13, 2026 - February 23, 2026
• - Time: 11:00 AM - 9:00 PM
• - Location: Shibuya PARCO, 1st Floor GATE, 15-1 Udagawacho, Shibuya, Tokyo

Visitors will have the chance to explore not only the perfumes but also incense, featuring core notes of agarwood and sandalwood that define these fragrances. As a special incentive, purchase incentives include customizable original scent pouches along with testers for every incense bought.

Experience the Scents

Nowas has developed four distinct fragrances, each representing a sentiment and ethos from Japan's rich history:

1. Nowas Eau de Parfum Act (AQT)

AQT, inspired by the courage of the samurai in the Sengoku period, is a woody amber scent that balances refreshing notes of yuzu and invigorating spices with the calming depth of oud and amber, sparking boldness and clarity for decisive moments.

2. Nowas Eau de Parfum Tie (TIE)

Derived from the elegance of the Heian era, TIE combines woody musk scents that elegantly dissolve in the air, creating an atmosphere that encourages connection beyond words. Delicate notes of bergamot, lemon, and rose bloom together, perfectly embodying harmonious relationships.

3. Nowas Eau de Parfum Zep (ZEP)

Inspired by artistic pursuits in the Muromachi era, ZEP presents a woody green aroma curated for contemplation and creativity. Evoking a serene mental state, it combines invigorating bergamot and green notes with soothing lavender and jasmine, leading to a tranquil escape.

4. Nowas Eau de Parfum Wahf (WAF)

Echoing the traditions of the Edo period, WAF envelopes the wearer in comforting warmth through a woody balsam fragrance. It seamlessly blends comforting cardamom and cinnamon with luxurious jasmine, filling moments with serene happiness and fulfillment.

Each of these scents serves not just as a fragrance but as a guardian of memory, capturing the essence of life's pivotal moments while infusing the present with a sense of tranquility and depth.

Pricing and Availability

Each 15mL bottle of Nowas Eau de Parfum is priced at ¥13,200 (including tax). Limited stock is available, so visitors are encouraged to explore these unique offerings at the Shibuya PARCO popup store before they run out.

Connecting Generations Through Scent

Nippon Kodo has been a key player in Japan's incense and fragrance landscape for over 450 years, committed to nurturing the cultural significance of scent and enriching the lives of individuals through aromatic experiences. The launch of Nowas aligns with their vision of promoting a fragrance-rich lifestyle, blending contemporary elements with timeless traditions.

To keep up with the latest from Nowas, follow their social media on Instagram or visit the official website at Nippon Kodo. Immerse yourself in the fragrant world of Nowas, a perfect harmony of the past and present.