TETSU AMADA, founder and Executive Producer of J-SCENT, shares how the brand brings the authentic essence of Japanese culture into the world of perfumery, transcending stereotypes and celebrating daily life. From the comforting aroma of Hojicha roasted green tea to the effervescent sweetness of Ramune soda, J-Scent crafts fragrances that evoke nostalgia and cherished moments. Amada reveals the inspiration and meticulous creative process behind each unique scent, showcasing how the brand transforms everyday scenes into perfumes that tell stories and forge deep emotional connections, captivating both local and international audiences.
Tetsu, J-Scent Fragrance Collection launched seven years ago. Could you summarize its origin, inspirations, and key drivers?
The first brand that we ever launched was 20 years ago, in 2004, after our company was established in 1998. As a Japanese perfumery, we have been manufacturing our own products in our in-house factory since our establishment. We have launched several brands in Japan, and in 2017 we launched our J-Scent collection with the concept being “scent of Japan captured in a bottle.” The collection currently offers 25 different fragrances under the theme of “Japanese aesthetics, unique traditions, culture, and scents that surround the lives of the Japanese people today.” Our in-house creators, TEAM LUZ, search for and are inspired by scents that surround us and are buried in our daily lives. And through the process of trial and error, the team completes the fragrances into perfection. What we value the most is not just the idea but also the narrative, a scent that can tell a story.
How do you infuse Japanese culture into J-Scent fragrances? What is your creative process with the perfumers?
I believe that if we focus on the daily scents that surround the lives of the Japanese people, it inevitably reflects the Japanese tradition and culture, which is more real and not just the stereotype of what Japan seems to be.
For example, for Hojicha, “Roasted Green Tea.” When you pass by a tea shop in the streets of Japan, you can smell a roasty aroma. For the people of Japan, this is a familiar scene that brings calmness and nostalgia. There have been many green tea-related perfumes before, but not hojicha, which is a very typical tea that we drink. The perfumer wanted to recreate the realistic fragrance of these tea leaves being roasted and has achieved this in both a realistic and aromatic manner. “Hanamizake” is a Japanese custom of gathering near the cherry blossoms and drinking alcohol (traditionally Japanese sake) underneath the full bloom trees. This is also a very common scene for us during this season. The idea of this fragrance started off with the image of cherry blossom petals dancing and fluttering into a sake cup, and the perfumer expressed this scenery by incorporating the real “ginjo flavor” into the perfume. “Ramune,” a Japanese soda pop, expresses the sparking scent when you cork open a bottle of Ramune, which triggers childhood memories of an enjoyable summer festival. The perfumer has not just created a mere realist beverage fragrance but has decorated it into a wearable perfume. The idea itself is unique and playful. This is how the creators of TEAM LUZ share ideas and create unique scents that are buried in the everyday lives of the Japanese people.
Which fragrance is the most popular? And the most unique? Could you share a memorable piece of customer feedback?
The best-sellers in Japan are “Yawahada” and “Koiame.” In America, it is “Roasted Green Tea.” In the EU, it is “Paper Soap.” It is interesting to find out that the best-sellers are different in each country and region.
The most unique perfume in our collection might be “Sumo Wrestler.” As you know, sumo wrestling is a unique and distinctive culture of Japan. This fragrance represents the traditional hair oil that sumo wrestlers use to tighten their hair. The scent of this hair oil wafts from the sumo wrestlers as they pass by and was inspired by such an encounter. However, this is not just a mere hair oil scent but also portrays the powerful appearance, dignity, and strength that a sumo wrestler represents, yet also combines the warmth that they hold within. Because of the catchy name and the product being unique yet exceptional in quality, “Sumo Wrestler” continues to be one of the most popular fragrances in our collection.
A memorable customer feedback that we received would be:
“When I smell J-Scent, I can visualize an image.” This is exactly our intention, since we believe that perfume production is like that of creating a film with a story. For me, this was one of the greatest feedbacks since what we value the most in our perfume making has indeed reached our audience.
How is J-Scent distributed worldwide? What key differences do you notice between the local and international audiences?
Currently, we distribute our products in the US, EU, and Middle East. All our products are manufactured in Japan and exported overseas. As we are a Japanese perfumery, we are committed to being “Made in Japan” and are hoping to spread Japanese perfumes all around the world. Our company has a branch in the US and EU (Italy), and from there, we distribute our products worldwide. We mainly have our products in perfume specialty stores. Although best-sellers differ by region, I feel that there is no big difference between domestic and overseas audiences. J-Scent’s unique, innovative, and high-quality scent with a story is what both audiences accept and appreciate. We are very grateful to have been evaluated by people overseas who have a discerning eye for perfumes and to have them recognize that Japanese perfumes are also high in quality.
How do you see the current perfume market, and what is the biggest barrier for new brands? What sets J-Scent apart?
I think that it is great to see many new brands being launched around the world in the past few years. However, one common opinion that I hear is that many of these scents are similar, with a different bottle and package, and lack originality. With countless brands in the market, I think that the biggest obstacle for new brands is that it is difficult to differentiate one from another. Scents tend to portray something familiar, something that brings nostalgia, something that triggers an imagination, but with only that, scents tend to become similar. As for J-Scent, we are lucky, since our perfume collection has a strong identity of being “Japan,” a country with unique traditions and culture, and we try to create each piece with a background story. When an audience smells our perfume, it will evoke a scene deep in your memory, even if you are not Japanese, which transcends countries, cultures, and languages. It is a scent that resembles “somewhere, sometime ago… but a new scent.”
What future plans or projects do you have for J-Scent, and how do you see the brand evolving over the next five years?
We don’t have any specific plans or projects in mind. J-Scent will mark 10 years since its launch in the year 2027. We will continue to take pride in being a “Japanese perfumery” and continue to create great products without forgetting our initial goal of spreading Japanese perfume to the world. We believe that this continuance is what will probably lead to the further development of our “J-Scent” and “J-Scent; Profound.”
What mark would J-Scent like to leave in history?
To raise awareness of Japanese perfume in the global perfume market. Japanese perfumes have not been known and present in the global market until now. We will continue to challenge ourselves to see how far Japanese perfumes can spread and be recognized in this global perfume market. As J-Scent, that is our mission. We believe, at the end of the day, that this will trigger the development of the Japanese perfume market here.
In 2 or 3 words, how would you define perfume?
Something that evokes nostalgia and warmth deep within your memory.
A gift for the ScentXpress readers: J-Scent has generously provided a bottle of Roasted Green Tea as a special giveaway exclusive to our readers. To be eligible, you just need to sign up for our newsletter and leave an insightful comment below. The winner will be drawn from the comments within 2 weeks from the date of this article’s publication and contacted via email directly.
Follow J-Scent on Instagram: @jscent_fragrance
Check out J-Scent: https://j-scent-global.com/
(images cortesy of J-Scent)
