#Japan #Tokyo #Scent Design #SOU FRAGRANCE #Local Fragrance

A Novel Approach to Aromas: Connecting Regions and Futures

SOU FRAGRANCE, a creative scent studio originating from Japan, was established in 2024 by Akane Orii. It focuses on designing scents using 100% natural essential oils. The studio aims to spotlight unused local resources such as citrus peels, pruned wood, and unharvested fruits from various regions of Japan by transforming them into distinct fragrances. This innovative approach not only revives local landscapes and memories but also redefines the role of scent as a cultural and sensory medium.

The Philosophy of 'Local Fragrance'

SOU FRAGRANCE operates under a unique philosophy termed 'chisan-chikou', or 'local fragrance'. This concept encourages the reconstruction of regionally sourced materials into their characteristic scents. It emphasizes that these materials are more than just raw ingredients—they encapsulate the memories, activities, and climate of their respective locales.

By understanding and interpreting the significance of each scent, the team crafts stories embedded within the fragrances. This practice transcends mere product sales, as it involves re-establishing the relationships between people, spaces, and landscapes by acting as a 'media of memory'.

Scent as a Medium of Memory and Time

Scent possesses the unique ability to be influenced by its environmental context, akin to wine or coffee. Factors such as soil composition, local breezes, and sunlight impart distinctive qualities to the scent profile. Utilizing only natural essential oils, SOU FRAGRANCE sometimes blends up to 20 types of scents, paying homage to the stories behind each aroma while capturing the transient 'fluctuations' that emerge only in that specific year and place.

While synthetic fragrances offer consistency, natural scents exhibit variations shaped by seasons, environments, and growth years. SOU FRAGRANCE believes that this 'fluctuation' embodies the true beauty of fragrances. Scent acts as a memory of the land and a touch of time.

In public spaces such as train stations and accommodations, SOU FRAGRANCE integrates scents that seamlessly connect the past and present, local residents and travelers, as well as daily life and tourism. This creation of 'scent landscapes' serves as an essential element of their local fragrance philosophy.

Designing Relationships Through the Power of Scent

SOU FRAGRANCE has made significant strides in not just developing fragrant products but also designing unique experiences in a variety of spaces. They have implemented scent activation in stations, stores, and accommodations. Recently, a pilot project was launched to introduce scent in JR Kyushu’s Oritsu station, crafting an atmosphere that evokes memories and comfort for travelers and residents alike.

Although scents may be invisible, they profoundly influence emotions and memories, serving as a medium that connects space and individuals. SOU FRAGRANCE prioritizes designs that 'allow the space to breathe' with scents, ensuring comfort where aromas subtly blend into the environment.

The Impact of Natural Scent on Well-Being

The essential oils at SOU FRAGRANCE are solely derived from plants, promoting deep breathing and stabilizing the autonomic nervous system while alleviating stress. The studio emphasizes harmony rather than overpowering strength in scent design, creating a delicate olfactory experience that can be seamlessly integrated into workplaces and healthcare facilities.

Noteworthy Projects Include:

• - Collaboration with Toyowa Bank: Created a scented interactive experience in banking environments (2024).
• - JR Kyushu (Oritsu Station): Conducted a pilot project for scent activation in the station (2025).
• - Select Shop “Nanka” (Ishikawa): Developed original fragrances leveraging local materials (2025).

Transforming Underutilized Resources Into Scented Value

Japan is home to a wealth of untapped fragrant potential. SOU FRAGRANCE actively pursues projects that visualize scents while partnering with farmers, fruit processing companies, forest cooperatives, and local governments to illuminate these resources. Examples of unused materials include byproducts from kabosu processing, oversized timber in Ishikawa, and unharvested young yuzu and shiso in Kumamoto.

These materials often face waste or incineration, burdening the local economy and environment. By meticulously extracting the natural scents, seasonal variations, and cultural contexts of these elements, SOU FRAGRANCE crafts a comprehensive design spanning from essential oil extraction to product development—all while transforming local memories and landscapes into sensory experiences.

This endeavor holds strong potential for synergy with fields such as tourism, education, welfare, and community development, thereby generating substantial social value through:

• - Diversification of agricultural income by utilizing scented by-products.
• - Co-creative models merging forestry resources with the creative industry.
• - Visualizing and branding regional characteristics through spatial installations.
• - Sensory education and mental refreshment via scent experiences in schools and welfare facilities.

At SOU FRAGRANCE, we perceive scent as more than mere relaxation or decoration; it represents an avenue for reediting local resources and addressing social issues while facilitating value exchange through sensory experiences. As a 'co-creation studio for regional scents', they are set to expand sustainable practices nationwide utilizing underutilized materials, connecting the past with the future.

CEO Profile

Akane Orii, a scent designer and scent landscape architect, transitioned to the world of fragrances following her career in station development and commercial planning with JR Kyushu. Ostensibly serving over 2000 varieties of perfumes at the niche fragrance store, NOSE SHOP, she honed her skills in translating cultural narratives and philosophies behind scents. In 2024, she established SOU FRAGRANCE, focusing on utilizing local resources in scent design, space activation, and advisory services for product development.

Recently, significant projects include 'Awai – Oritsu no Kaori' at JR Kyushu, collaborations with 'MONTH' in Oita, and 'Tsurugakuru' in Ishikawa. Through innovative thinking in designing scent landscapes, Akane aims to create experiences that connect regional resources with human memories.

Future Outlook (2025-2027)

• - By 2026, generate at least two collaborative examples with local governments focusing on local material fragrance production and regional brand development.
• - Conduct joint research on air quality, scent, and well-being, interfacing with air purification systems and scent presentations.
• - Commence partnerships with universities and research organizations by 2027 for studies on the psychological and physiological effects of scent.

Invitation to Businesses and Government Entities

SOU FRAGRANCE welcomes inquiries for product development, spatial design, and regional branding using scents. Assistance includes:

• - Advisory for fragrance products utilizing local materials.
• - Scent activation and experience design for public facilities, lodgings, and stations.
• - Scent projects focused on underutilized resources in collaboration with local governments.
• - Support for tourism, education, and health initiatives utilizing scents.

For inquiries or interviews, please contact:
SOU FRAGRANCE (Akane Orii, Scent Designer)
Website: https://soufragrance.jp
Email: [email protected]
Location: Setagaya, Tokyo, Japan.