#Japan #Tokyo #Fuji TV #Estée #Saba Can

Estée's Official Fragrance for Fuji TV's New Drama

Estée, a subsidiary of Estée Company, has partnered with Fuji TV to create an original fragrance inspired by their upcoming drama, "Saba Can, Goes to Space," premiering on April 13. This fragrance, named "Saba Can, Goes to Space Kaori," will be available on Fuji TV's official online shop, Fuji TV e! Shop, starting late April, priced at 4,180 yen including tax.

The fragrance's creation utilizes the advanced techniques of Estée's fully-owned subsidiary, Code Me. To develop the scent, the creators analyzed the drama's themes and essence using AI technology. Using the insights gained, they sought to encapsulate the show's atmosphere through a fragrance that reflects the ocean and fishing life, warmth and support among communities, and the determination of youth. Three key concepts emerged: "Aquatic," representing marine scenery; "Musk," evoking warmth and human connection; and "Sparkle," symbolizing the hope and future aspirations of young individuals.

To harmonize these elements, the fragrance features a delightful blend of the vibrant citrus scents of bergamot and lemon, which gently intertwine with warm musk and amber notes, creating a unique "Citrus-Aquatic-Musk" aroma.

The Story Behind the Fragrance

The fragrance was inspired by a true story depicted in the drama that revolves around high school students from Fukui Prefecture, who aspire to develop space food. The original narrative is based on a book titled "Saba no Kanzume, Uchuu e Iku," which details how these students created a canned mackerel that was certified as "Japanese space food" by JAXA (Japan Aerospace Exploration Agency) and served to astronauts on the International Space Station (ISS).

In the drama, popular actor Takumi Kitamura takes on the role of a novice high school teacher, guiding students as they navigate the challenges of creating space mackerel food while also experiencing personal growth.

Estée's Fragrance Initiative

Estée is enhancing its brand value through a new initiative that emphasizes scent-based experiential engagement—something they refer to as "Kaori Branding." The collaboration for the Fuji TV's drama fragrance marks the fifth installment in this series, following previous collaborations for dramas such as "Zoku Zoku, Last but Second Love," "Ashita wa Motto, Ii Hi ni Naru," and others slated for the coming months.

The fragrances from earlier titles include distinct sets and sprays, which have been well-received and have contributed significantly to Estée's brand presence.

Focus on Wellness

As part of Estée's mid-term management plan "SMILE 2027," the company has prioritized "scent x wellness" as one of its growth themes. Through this initiative, Estée aims to address societal issues within the wellness sector by focusing on fragrance as a medium while promoting collaboration with businesses and communities in their endeavors going forward.