Kurashi no Kaori’s customers are mostly in their 20s and 30s – something Konaka didn’t expect at the beginning of the franchise. “At first, I had the impression that there were a lot of older people buying our products, but a year after the store opened, I was surprised to see so many young people coming in,” he said. “I like to imagine that young people leaving the countryside to work in Tokyo, they can use our fragrance as they start a new life in the city.” The Bloom Diffuser by Kurashi no Kaori. Much of what Konaka learned about the perfume business came from his family. He is the grandson of Tadanori Konaka, the founder of Nippon Kodo, Japan’s largest and most successful incense maker with a history dating back to 1575 as an incense maker for the Emperor. Incense is big business in Japan—most Japanese use it to remember loved ones who have passed away at cemeteries or at home—and Nippon Kodo dominates the market.
The scents themselves are fresh and subtle, but difficult to analyze. Kurashi no Kaori is intentionally mysterious about this, refusing to share top or bottom notes and instead leaving each scent alone to explain. Names, such as “Plum,” “Yuzu,” or “Tuberose” give clues, but other names, such as “Sleeping in the Sun,” are intentionally obscure. According to Konaka, this is because scent, like taste, is fundamentally subjective. He explains: “A first scent starts with just one word, such as ‘strawberry’. “But what that strawberry means to each individual will be different; they will perceive it in a slightly different way.” His inspirations for fragrances range from “a scent that soaks up the tar when it starts to rain, to seasonal flowers like dahlia, gardenia, and sweet myrrh”. (The latter, he says, is his favorite.)
“I remember when my father came home from work, his clothes smelled. Konaka says a blend of rosewood and sandalwood. After first entering the corporate finance path of a mixed-race son (Konaka worked at a Japanese bank for four years before leaving to study in Arizona), he finally moved on. managed his father’s position at Daiko, another family company that cooperated with Nippon Kodo to import incense. Element. “My father didn’t push me to take over the company or the business, and I didn’t imagine I would,” he said. “But since I was born, I have been experiencing, learning and listening to stories about scents or scents. So it feels natural.” The interior of the Kurashi no Kaori store in Ginza.
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