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Japan, known for its rich history and deep-rooted cultural traditions, is now facing an interesting change. In a country that for years celebrated modesty and simplicity, an unexpected revolution is taking place in the world of fragrance and perfume. At the forefront of this change are the young people of Japan, who are boldly treading a path where fragrances are no longer just products, but part of self-expression.
In Japan, fragrance traditions have been the complete opposite for centuries, to what we know in the Western world. The use of fragrances was mainly limited to zen-like , delicate and activity-enhancing scents -… such as incense in rituals. Neutrality prevailed in everyday life, because spreading a strong smell in public could be disturbing to others. Young people preferred to be natural and subtle, whose only”adornment” was a healthy and well-groomed body. But this pattern is starting to crumble as young people in Japan are redefining, what it means to express personal identity in modern society.
A new perception of perfumes and fragrances is emerging among young people in Japan. This is not just a change in consumer behaviour – it’s a cultural shift, driven by a number of important influences. – The explosive impact of social media. iPhone, Instagram, TikTok and Twitter have given young people platforms where perfume is no longer portrayed as a product, but as a lifestyle choice. Influencers are creating inspiring posts, sharing the story and impact of their favourite fragrances.
– Cultural influence of the West: the perfumery tradition in Europe – elegant and refined style – has inspired young people in Japan. The French and Italian worlds of fragrance have become almost a symbol of status among young people.
– The K-pop phenomenon. K-pop stars are also often the spokespeople for fragrance brands, influencing young people’s consumption decisions.
– The impact of the pandemic: Home care routines received a lot of attention during the pandemic, giving people the opportunity to experiment with new products. Perfumes became an area of discovery and experimentation for many.
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This shift in young people’s perception has given new life to the Japanese perfume market. By 2024, the market is forecast to be worth an impressive 54.7 billion yen. This is a huge leap in a country where fragrances have been rather rare in the past. However, the market is still dominated by women, who account for nearly 80% of all consumers. Interestingly , rather than brands, young people prefer novelty and innovation . so it is forcing companies to constantly develop and introduce new fragrances.
In addition to traditional perfumes, other fragrances are also gaining popularity, including scented candles, bath products and home fragrances. They help create a holistic experience, where perfume is not just part of the personal space but encompasses the whole living environment. In Japan, perfumes are increasingly bought by tourists, who appreciate the unique and exotic choices on the local market. Japanese perfumes are also gaining international recognition.
Q: Why has the Japanese attitude towards perfume changed?
A: A big influence has been social media, K-pop culture and the western lifestyle, popularising the versatile use of fragrances.
Q: Which perfume brands are popular in Japan?
A: Young people in Japan often prefer internationally renowned brands such as Dior, Chanel and Givenchy, but the uniqueness of local design brands also wins hearts.
Q: Is fragrance popularity also on the rise among men’s products?
A: Although women are dominating the market, men are also becoming more interested in fragrances, especially in minimalist and trendy fragrances.
The fragrance revolution among young people in Japan is much more than just a rise in the popularity of perfumes. It reflects a deeper shift – the acceptance of personal identity and self-expression across cultures. Not only are they adapting to a new beauty product, but they are taking forward the evolution of a society where individual freedom is celebrated as powerfully as group harmony.
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