#Japan #Tokyo #Tokyo Nature #AMU #Iwakura Onsen

AMU: Weaving the Scents of Tokyo's Nature and Culture

Iwakura Experience Co., based in Ome, Tokyo, has announced the launch of a new brand called AMU, which transforms the natural bounty of Tokyo's forests and countryside into fragrant experiences. The first product under this brand, the AMU Body Soap, will be available starting August 1, 2026, featuring yuzu from Ome and hinoki from the Tama region.

Embracing Tokyo’s Hidden Natural Beauty

AMU offers a unique opportunity to explore the underappreciated nature of Tokyo, often overlooked amid the bustling city life. This body soap embodies the fragrances of local ingredients, inviting users to connect with the rich natural heritage of the region. When you use the AMU Body Soap, you'll experience the fresh zest of yuzu combined with the forest-like scent of hinoki, both of which encapsulate the essence of Tokyo's landscapes.

The Inspiration Behind AMU

The conception of AMU sprouted from an encounter at Iwakura Onsen, the only hot spring village in Tokyo, which boasts a history of over 140 years through the longstanding Mamata-ya Ryokan. During a cultural fair called Neo Nippon City, which showcases contemporary Japanese sensibilities, the desire to share the rich stories and natural essence of Iwakura Onsen with a broader audience came to life. This collaboration led to the birth of the AMU brand as a fusion of natural resources and cultural narratives.

Crafting a Sensory Connection to Tokyo’s Nature

The AMU Body Soap encapsulates the beauty of Tokyo's rural landscape through its use of yuzu and hinoki, sourced from well-respected local producers. The soap not only cleanses the skin but also serves as a reminder of the cherished natural resources rooted in the region's history, echoing the traditional bathing culture that dates back to the Edo period. By bringing these scents into daily life, AMU hopes to evoke memories of the lush landscapes and experiences unique to Tokyo's cities and countryside.

A Vision for the Future

Daisuke Motohashi, the CEO of Iwakura Experience, expressed his belief in the power of scent to anchor memories. He envisions AMU as more than a brand; it’s a vessel for carrying the essence of the Ome and Tama region to those who wish to reconnect with it. By capturing the fragrant elements of yuzu and hinoki, Motohashi hopes that users will reminisce about the beautiful landscapes they have explored, inspiring them to return. He extends this invitation even to those unfamiliar with the area, encouraging exploration of Tokyo’s natural beauty and cultural roots through the lens of AMU's fragrances.

The Meaning Behind the Name AMU

The name AMU, which derives from the Japanese word for 'weave,' encapsulates the brand's mission to connect people with Tokyo's nature and culture through scent. Inspired by the area's historical weaving culture and the traditional making of Ome Chirimen fabric, AMU aspires to interlace the threads of local heritage with modern experiences, creating a tapestry that honors the past while looking towards the future.

Product Features of AMU Body Soap

• - Formulated with natural essential oils derived from locally sourced yuzu and hinoki.
• - Contains yuzu fruit extract as a moisturizing agent.
• - Offers a soft lather that refreshes with the bright aroma of yuzu, complemented by the woodsy hint of hinoki.

Product Details:

• - Name: AMU Body Soap
• - Volume: 250mL
• - Price: ¥2,580 (tax included)
• - Release Date: August 1, 2026
• - Purchase Method: Available at the Iwakura Experience online store: Iwakura Experience Store

About Neo Nippon City

Neo Nippon City is a cultural fair conceptualized by Mizuki Toyama, the head of fashion brand AVA. It serves as a platform for modern creators to reinterpret Japanese aesthetics through art, crafts, food, music, and performance. Since its inaugural event in 2016 in the historical town of Kawagoe, it continues to gather creators who embody the modern Japanese experience. The 2025 event in Iwakura Onsen marks the fifth iteration of this cultural celebration.

About Iwakura Experience Co., Ltd.

Founded with the vision of revitalizing agricultural, cultural, and tourism experiences in the Iwakura area of Ome, Iwakura Experience Co. contributes to sustainable tourism, product development, and community engagement by blending local resources into unique experiences. With projects like Community Supported Agriculture (CSA) and innovative partnerships, Iwakura Experience aims to establish a new model for regional development that connects urban and pastoral lifestyles.

For inquiries regarding interviews, product samples, or features, please contact the public relations department of Iwakura Experience Co. at [email protected].

For more details, visit Iwakura Experience.