Unveiling a New Culture of Fandom Through Fragrance
In Japan, a new trend is blossoming where fans create personalized fragrances inspired by their beloved idols, voice actors, or characters. This burgeoning culture, referred to as “推し活” (oshi-katsu), allows enthusiasts to wear the essence of their favorite personalities in a very tangible way. Leading the way is
MY ONLY FRAGRANCE, a specialized custom fragrance store based in Kyoto, managed by
Fragrance Project Inc. With annual sales amounting to approximately 800 billion yen in the fandom market, more customers are crafting bespoke fragrances inspired by their #推し (oshi) across
11 locations nationwide.
The Expanding Landscape of Fragrance-based Fandom
The term “推し” represents a cherished individual that brings joy to fans' lives. At MY ONLY FRAGRANCE, customers immerse themselves in the process of selecting scents reminiscent of their favorite characters or the unique atmospheres they embody. As the trend escalates, patrons are increasingly discovering the joy of creating fragrances that reflect their emotions and memories.
In-store experiences have showcased that many fans bring along merchandise like acrylic stands or plush figures to photograph alongside their custom fragrance bottles, demonstrating how fragrance has intertwined with the culture of fandom. The process of creating these scents not only honors shared interests but also fosters a connection between generations, as parents and children come together to express their “oshi” stories through fragrance.
A New Form of Self-Expression through Scent
Choosing a signature fragrance reflects various emotions. Custom scents can be infused with elements such as rose, musk, citrus, and vanilla—each scent varies based on personal interpretation of the idol's image. This innovative means of rights management over feelings—captured in bespoke fragrances, known as “概念推し” (concept-based fandom) —is gaining traction across demographics.
“I feel like my favorite idol supports me every morning when I wear this scent,” shares one enthusiastic patron. “Words can’t fully express my idol's world, but fragrance captures it beautifully.” This reflective experience, supported by fragrance advisors, allows fans to cultivate a scent that resonates uniquely with them. The process involves selecting preferred fragrances from dozens available in-store, tailoring a blend to suit personal tastes—all culminating in a one-of-a-kind final product.
Step-by-Step Experience at MY ONLY FRAGRANCE
1. Selecting Scents
Inside each store, a selection of seasonal fragrances awaits. Customers choose several scents that appeal to them, including traditional Japanese fragrances.
2. Testing Scents
Once scents are chosen, customers can freely test them on scent strips to ensure they find the perfect match without any limitations.
3. Blending
With the guidance of an advisor, customers concoct their unique fragrance right in front of them, experiencing the transformative potential of each drop.
4. Naming the Fragrance
Finally, patrons assign a name to their fragrance, which is elegantly labeled, marking the completion of their personalized scent that exists nowhere else in the world.
Birth of the Personalized Fragrance: Real Customer Experiences
Many customers articulate their creative process vividly when crafting a fragrance. One client in her twenties described her idol as “cool, wearing shades of blue,” and collaborated with staff to create a scent that evoked “refreshing, intellectual, and quiet strength.” Moments like these exemplify facing one’s feelings creatively, transforming the process into a memorable experience.
In another touching instance, a mother and child visited together—creating scents inspired by both a beloved idol from the past and a modern character, symbolizing both their connections and conversations.
Staff Insights
“Recently, we’ve seen a noticeable surge in customers crafting fragrances associated with their idols,” says a store staff member. “The act of ‘carrying your idol with you’ evokes a delightful blend of homage and self-reflection through scent.”
About MY ONLY FRAGRANCE
Founded on the vision of changing the world through fragrance, MY ONLY FRAGRANCE offers a unique platform for individuals to express their identities. Currently, the brand has six locations in Kyoto, one in Nagoya, three in Tokyo, and one in Yokohama, embodying a vision of personal fragrance expression.
Through these experiences, patrons not only find a way to celebrate their favorites but also explore their inner moods, creating harmony between themselves and their idols in a refreshing, aromatic way.
Company Overview
- - Name: Fragrance Project Inc.
- - Address: 271-2 Tenmancho, Shimogyo-ku, Kyoto, 600-8024, Japan
- - Founded: April 1, 2023
- - CEO: Shimpai Wada
- - Business: Fragrance manufacturing, sales, OEM, cultural experience business
- - Brand Website: MY ONLY FRAGRANCE
- - Corporate Website: Fragrance Project