Thanks to the growing interest of young people, the fragrance and perfume market in Japan is experiencing a boom. Historically known as a “desert for perfumes,” the country is now witnessing a significant shift in consumer preferences. Manufacturers are introducing new services, while department stores are expanding their sales areas to capitalize on this trend.
In the past, Japan was not known for its enthusiasm for fragrances. The Japanese culture favored natural scents and subtle perfumes. However, there has been a remarkable change recently, especially among millennials and Gen Z consumers who have shown a keen interest in fragrances, leading to substantial growth in the industry.
Recognizing the potential for expansion, department stores across Japan are increasing their sales areas dedicated to perfumes. This allows them to attract customers and meet the growing demand. Consumers now have more options and enjoy a more engaging shopping experience.
“Fragrances are increasingly popular among our clients, particularly younger ones,” says Hiroshi Tanaka, manager of a well-known department store in Tokyo. “We have added new brands and expanded our fragrance section to cater to this growing interest.”
Furthermore, manufacturers are actively participating in this thriving sector by introducing new offerings that align with changing customer tastes. For instance, subscription-based perfume companies have emerged so that customers can receive multiple scents every month.
“The perfume market scene has changed in Japan,” says Yumi Nakano, marketing director of a perfume production company. “We have launched a subscription service where customers can enjoy various perfumes without committing to buying full bottles.”
There are several reasons behind this shift in perspective towards fragrances. One major factor is the increasing popularity of overseas travel among young Japanese people. As they explore different cultures and experiences abroad, their olfactory horizons expand through exposure to diverse smells.
Additionally, social media plays an influential role in shaping opinions about perfumes. Younger generations find scents more appealing when endorsed by celebrities and influencers they follow on platforms like Instagram.
“Instagram has great influence on young customers,” says social media guru Naoko Suzuki. “Their favorite influencers and celebrities endorsing scents inspire them to try them out.”
Despite continuous growth in the Japanese fragrance industry, there are still challenges that need addressing such as consumers’ limited awareness of scent quality and ingredients.
“Educating consumers about different types of fragrances and emphasizing the importance of high-quality ingredients is crucial for long-term success in the market,” says fragrance industry analyst Haruki Nakamura.
