ABOUT US

1. Opportunity

1-1 Hypothesis as a fragrance lover

I love scent. It's a soft connection between my life and it. I use different perfumes, candles, oils, and hand creams depending on the situation, seeking different scents to suit each occasion. From the fragrance I wear during the rainy season, to the incense I burn on the anniversary of my mother's death, to the potpourri in my entryway to welcome me with a thank you for my hard work, scents are essential to the rhythm of my life. What do I seek from scent, and what does it give me? It's an uncertain existence, and there's no clear explanation for it. Over the years, I've pondered the mystery of scent from time to time. The answer I've arrived at, close to my own personal sensitivity, is that scent can be equated with the phenomenon of "ma" (a Zen moment). When I feel a scent, or when I want to feel one, I find myself pausing, and even if it's only for a brief moment, a "ma"(a Zen moment) is created. Such moments bring awareness to my life. A scenery that was once simply passing by transforms into a colorful memory. Perhaps, without my realizing it, the space known as "ma" (a Zen moment) has enriched my life. As someone fascinated by scent, I want to believe this is correct.

1-2I want to spread the appeal of fragrance

The time I spent unraveling the appeal of scent also contributed strongly to my desire to share its appeal with more people. This may only be true in my personal circle, but I don't have the impression that so many people cherish fragrance . It seems like hand creams and other products are chosen more for their efficacy than their scent. Perhaps the irrational, reserved feel of fragrance doesn't fit with the fast-paced pace of today's lifestyles. If that's the case, then perhaps it's all the more meaningful to promote the appeal of scent, which has the potential to transform our lives. This desire naturally motivates me to take the next step. Is there something I can do? This answer was simple: I'll establish an original brand that will inspire people to fall in love with fragrance. Through this brand, I'll communicate the value of installing the space of fragrance into daily life . By extension, I hope to contribute even a little to the spread of fragrance culture. At this point, nothing has been decided except for the establishment of the brand, so I consider myself quite determined.

1-3The crown comes down, but there is no substance to it

So, what should I do? I continued to fret, and the fog just wouldn't clear. The value this fragrance brand aims to provide is clear. Through the phenomenon of "ma"(a Zen moment) created by fragrance, I want to contribute to making everyday life more beautiful and fulfilling. If I succeed in achieving this, it will surely lead to an increase in fragrance lovers. Even such agonizing internal struggles are interesting because they are not entirely in vain. It led me straight to the inspiration for the brand name. You could even say it just came to me. It's written as "日々香好日" and pronounced as "hibikou nite kojitsu." I wanted the brand name to be something that people could intuitively sense its value at first glance, and I think this expression is the fruit of that desire. It was inspired by the Zen teaching "Every day is a good day," but the fundamental appeal of fragrance remains the same throughout history, so the message also includes respect for that history and an awareness of its legacy. Having made such grand pronouncements, how can we truly bring about many good days through fragrance and embody the brand name? At this point, there was no hope of resolving my anxieties. The main reason is the undeniable fact that the fragrance market is already saturated, leaving us with virtually no room to enter the market.

1-4What antique small plates have taught me

Even so, I continued to keep an eye on the fragrance market. At the same time, my attachment to "日々香好日" grew stronger with each passing day. That passion transformed into an unfounded conviction that there was an unknown possibility lying somewhere in the market, and that this possibility would involve people both inside and outside the market, clarifying the brand's position. Then, things finally began to move. One morning, as I was about to light some incense and place it in the antique dish I use as an incense dish, I made a small discovery. That old little plate solidified my belief. Looking back, I realized that I was using it as a substitute because I didn't have an incense holder that I wanted or wanted to use. Similarly, I soak uniquely shaped pebbles I pick up while hiking with essential oils and diffuse them. Thinking about it, I realized I didn't have any fragrance-specific tools that I was passionate about. Why? There are very few fragrance-related tools or manufacturers specializing in their development. With a few exceptions, such as works by artists, the options for luxury goods with design and functionality are suddenly limited. Korui like perfumes, which use the body as a hub, don't require such tools. However, incense, oils, and diffusers, which use the space as a canvas, require tools like incense burners, stones, and reeds. Despite this, even Google doesn't seem to know of any specialized manufacturers actively promoting them. Korui is currently categorized into well - established categories, such as perfumes, oils, and incense. Many fragrance manufacturers pursue originality through Kogen, combining it with their own branding strategies to build a unique worldview. They only offer users the choice between Korui and Kogen. Fragrance tools are entirely up to the user. I can see this reality in my own fragrance experience, and I can't help but think there are many users like me. Increasing the options for fragrance-related tools is a welcome development for both existing fragrance enthusiasts and those who are just beginning to develop a love for fragrance. The expansion of tools, especially for Korui designed for spatial applications, would be particularly welcome. Integrating fragrance into one's own life might be easier to imagine if space and beautiful tools were combined. I put these things together while staring at a small plate with a cat design. This represented the untapped potential in the market that I discovered that morning, and at the same time, it meant that the brand's direction had become clearly defined. I named these tools I would be working on from now on "Kukankogu." (Korui x Kogen) x Kukankogu. This is the formula that will define the future of "日々香好日" . The details in parentheses will be left to the individual manufacturers, and "日々香好日" will specialize in creating and delivering Kukankogu. This could create a synergistic effect, potentially leading to the creation of many pleasant days through the medium of fragrance. Now, the next step is to finally give shape to the Kukankogu. I will use design to find the optimal shape for Kukankogu.

2. Realization

2-1The scent is the main character, and the tools plays a supporting role

The balance of power between fragrance and Kukankogu is obvious. "日々香好日". Just look at the brand name. Fragrance >>>>>> Kukankogu. In other words, Kukankogu creates no value without the fragrance. Most fragrances are primarily composed of Korui and Kogen, and Kukankogu is being added to the mix. Therefore, I would like to clarify the necessity of this. What happens when the three are combined? I believe it all comes down to the fact that the appeal, effect, and satisfaction of the fragrance itself are multiplied. You can hear the scent better. It makes the scent visible. You want to share the scent. You want to place the scent in that space. You want to start using fragrance. Scent makes life more enjoyable. Scent becomes indispensable. And so on. It may seem like a complex and difficult hurdle, but if you meticulously pursue the potential of the fragrance itself and perfect its relationship as a Kukankogu, it will not end up being just a fantasy. The most important thing is not to exceed your role. It could even be said to be taboo. We simply fulfill our role of complementing the scent and help deliver a special fragrance to the user's nostrils in a pleasant way. The process of giving form to Kukankogu began with this kind of organization.

2-2Ask myself, What is the shape I am looking for?

The stance we consciously adopted when bringing the product to life was to address the fact that there are few options for scent tools, which was the initial inspiration for the product. Therefore, we adopted a product-out approach rather than a market-in one. Creating a model based on hypothetical evidence that tracks and guides the market may indeed bring you closer to the correct answer. However, I decided that it didn't suit the free-flowing characteristics of fragrance and the yet-to-be-defined Kukankogu. Furthermore, as a self-proclaimed fragrance lover, I wanted to utilize the sensibilities I'd cultivated through scent, the desire to use them myself, the ability to imagine their value, and the sensibilities I'd developed through scent. I also had two ambitions: to fully utilize the know-how and experience I have as a product designer, one of my personal backgrounds, and to bring user unprecedented joy. This may be similar to the drive to pursue what I want first, as seen in today's successful garage brands. Another decision I made was that there are only a limited number of Korui categories for spatial applications, such as incense, diffusers, aroma oils, and potpourri. Therefore, it was decided that a dedicated Kukankogu would be created for each category using some kind of approach.

2-3Counting Back from Daily Life

The premise of the Kukankogu is that it will function wherever the user chooses to place it—in the entryway, living room, or office desk. It was like a requirement in the design process, aiming to seamlessly integrate into the lives of many users. It would be pointless if our proposals clashed with the lifestyles of the users themselves. Therefore, the selection of size, materials, and functionality was determined in accordance with the various stylistic sources of modern life. Only a minority of people live in special, meticulously crafted architecture, and apart from furniture, which tends to reflect personal preferences, there are not many differences in the basic elements of a space, such as the size of a typical room or the color of flooring and wallpaper. We aimed to find a compromise that takes into account the spaces of the majority, giving the Kukankogu a flexible and collaborative nature. At the same time, we felt that this alone was not enough. With idea and ingenuity, a shape can be given the power to impress at first sight, inspire excitement, and inspire a desire to use it. Kukankogu pursues and ensures a balance of intuitive stimulation and awareness, such as subtle lines, clever material combinations, and ease of use without explanation, without leaning too far. This careful shaping, which combines these two approaches, should become a special right that allows the product to continue to be an integral part of the user's life.

2-4The design process saved by a misunderstanding

At this point, I gathered people who shared my vision for the brand and formed a design team. Perhaps because my previous wanderings paid off, or perhaps because I thoroughly organized the requirements before distilling them into concrete form, the design process proceeded remarkably smoothly. The designs that emerged one after another were all worthy of the name KukanKogu. I successfully applied multiple approaches to each Korui variation, and the lineup steadily expanded. Just as I was about to move on to model production, I somehow began to feel lost. In my past experience, this sense of indecision almost always meant I had misunderstood something and had to discipline myself. I paused to line up the many designs and try to identify the cause of my indecision. It was a clear misunderstanding that was at odds with the brand's vision. The extensive lineup before me made it difficult to understand Kukankogu's intentions. Having a wide range of design options is a wonderful thing. However, Kukankogu is for the fragrance. By offering a myriad of options to complement the fragrance, the main focus became blurred. Furthermore, without realizing it, the desire to stand out led to a strong emphasis on design, resulting in a lack of harmony and an imbalance. This wasn't good enough. What kind of design should we aim for our Kukankogu? Aiming for the optimal solution once again, the team carefully unraveled the misunderstandings in front of them and returned to the redesign process with great anguish. Building each piece from scratch was the opposite of what we had done before, and it took time in exchange for carefulness. However, one thing became clear through this time: the design needed for Kukankogu was that a single master design for each established Korui category would be sufficient. It may be an exaggeration to say we were suddenly creating a standard, but we came to the conclusion that by simplifying and narrowing our goals to that extent, the message of the brand and its products would be conveyed to users in an easy-to-understand way, contributing to the achievement of our original purpose. Because this was a brand that was just starting up, it was not wrong to promote it as our standard. While pursuing the design, we also thoroughly considered the appropriate size, condensed functionality, and ease of use during the process of creating models and samples, so as to live up to the name of a standard. Of course, we also had in mind a fair selling price. Ultimately, after more than two years of trial and error, the team at "日々香好日" completed a total of seven standard Kukankogu : one flagship product symbolizing the brand , one original fragrance , and five fragrances for five fragrance categories. I assigned them the names orbit7 through orbit13. The reason why the names start with 7 will be explained another time. In any case, the project had finally taken shape.

4.Development and Outlook

4-1How to increase the number of Kukankogu

The current seven master designs are finished with a combination of three common materials. This is intended to allow for future variations without changing the product's shape. While some users may find the current material combination best suits their lifestyle, interior design preferences vary widely, with some preferring a unified look with Scandinavian, antique, or black colors. We felt that a way to appropriately respond to these diverse lifestyles would be to rearrange and develop the three different materials to suit each style. Compared to simply increasing the color variations or resizing, this provides a decisive factor for users. It also expresses the brand's commitment to valuing master designs. Above all, we believe the brand has found a balanced, optimal solution to increase the number of touchpoints through our Kukankogu that allow fragrances to be incorporated into daily life. While each product is a standard, we will continue to listen to user feedback on its actual use and make minor updates as the matter of course.

4-2Accumulating research results and waiting for the right opportunity

In the process of creating Kukankogu, I came into contact with a great many manufacturers' Korui x Kogen. With the goal of covering all Korui categories, including diffusers, incense, oils, and candles, I visited various stores and conducted detailed research. While preferences vary by manufacturer, the consistent worldview of each Korui x Kogen filled me with a sense of awe. Furthermore, the level of detail in the interior, fixtures, shoppers, packaging, and even the attitude of the staff was astounding. The special atmosphere of the space positively resonated with the user's excitement, elevating the scents before them to even greater heights. This experience fueled my imagination, helped me visualize the fragrances constructively , and enriched the brand's future. First, I wanted to establish the brand's position as "日々香好日". This intention remains unchanged. However, once steady success becomes a reality, the brand will expand its scope. In addition to developing original Korui x Kogen, I also envision proposing new fragrance genres. A new approach for "日々香好日" is already in the works.

4-3What is the meaning of learning through scent?

This isn't a plan. I have something I'd like to tackle outside the framework of business. As a fragrance lover, I'm simply thinking of sharing information related to fragrance in a one-sided manner. Because of my love for fragrance, I naturally draw closer to and gravitate toward information about it. Its history, the current market situation, its connection to cultures like books and music, and so on. It might also be interesting to organize various data related to the actual state of fragrance and daily life. I'll turn this data into content and archive it without incorporating my own products. For a brand, this is a learning experience. Every day, I want to make "日々香好日" a better brand. To achieve this, I learn more than anyone else. Learning supports the growth of individual knowledge, wisdom, and intellect, which in turn leads to the evolution and deepening of the brand, bringing richness and joy to users' fragrance-filled lives. I wonder if such a spiral can be realized? Since I have the enthusiasm, I'm going to learn from fragrance as many as possible. At the same time, I'll also share what I've learned. My intention in sharing this information is that there may be people out there looking for such information about fragrance. If that's the case, I think it's worth making the information available to help people get there.

4-4Pride added to the logo

The five letters "TOKYO" are incorporated into the "日々香好日" logo. This brand identity conveys the message that we are a Tokyo-based fragrance brand. Fragrance doesn't need words; it's a universal sensory culture. Even if you walk into a department store's fragrance section, you'll find numerous brands from around the world expressing their discerning tastes, allowing users to use their sense of smell and imagination to make their selection. One of my favorite fragrance brands is from New York. The brand's Kogen is blended in New York and, through me, blends into the Tokyo metropolis. It may seem like a given, but even here, there's a sense of freedom and seamlessness to fragrance, allowing it to be accepted effortlessly across borders. Given this story, you might ask if we're considering expanding overseas, but I can't make such grandiose claims at this stage. It would be very welcome if that were the case. More than that, as a Tokyo-based brand, "日々香好日" 's Kukankogu products were born out of a recognition of their necessity and value, precisely because we live in the metropolis of Tokyo . I wanted to preserve this fact and background as an important nuance. This means that even if our identity matures further in the future, our pride in being a fragrance brand from Tokyo will never waver.

5.Propagation 2026/2 Addendum

5-1Emergence from the pupa, the fate of flight

We're probably only at the seventh station of our brand launch. We've navigated an uncharted path, with its ups and downs. So far, we haven't suffered any fatal blows. Throughout the mountaineering, the core philosophy of "日々香好日" has been carefully refined, and key products have been carefully implemented. The next step is communication. We begin considering promotional methods to optimally edit the brand's value and communicate its purpose to the market. This is the phase where we identify the communication that will serve as our wings. In this chapter, I would like to summarize our solutions and methods for achieving our plan. While the meaning of achievement in promotion varies from brand to brand, a bird's-eye view reveals commonalities. Rather than a single goal, we are seeking a comprehensive approach to achieving profits, branding, market share, and social influence, and we appear to be searching for the best way to achieve it. Maintaining a balance between ideals and reality is key to sustaining a brand. However, prioritization of the above elements is essential; the brand's overall impression can change dramatically depending on the results. Without a certain level of continuity, it can no longer be called a brand. In any case, we need to return to what we value most. To reiterate, it is to contribute to the enrichment of people's lives through the phenomenon of fragrance and the spatial fragrance tools that serve as its hub. It's a solution that never wavers. In other words, our sales promotion simply requires us to flexibly devise and faithfully execute an unchanging equation tailored to the situation. I've written this in a simple and flowing way, but does such a method really exist? I embarked on a mountain climb to find these hidden objects, hidden by the clouds just like the peaks that remain unseen. Will "日々香好日" that emerges in its proper form and continues to fly leisurely through the uninterrupted blue sky?

5-2Impulse, faithful here too

I'm used to groping around in the dark, and clues will eventually pop up if I try every possible method. Flicking through the pages of the Kojien dictionary, I learned that "Hansoku" is short for "sales promotion," and refers to activities aimed at creating demand, such as advertising, sales activities, and dealer support. The unfamiliar phrase "demand creation" caught my eye. These four letters revealed the true meaning of "sales promotion." Sales promotion, broadly speaking, isn't about "selling" to customers, but rather creating an impulse in customers to "buy." This impulse is the foundation of trust for both customers and brands, and serves as the fertile ground for solutions. As my method development became more complex, this realization gave me a bit of a relief. I decided to focus my sales promotion methods on creating this impulse. From those roots, solutions would blossom. I sought the fuse to spark that impulse within the context of the brand, to evoke the desire to "want it" every day. [impulse] The phrasing, which evokes a reflexive movement, has led to a focus solely on quirky ideas and how to make an impact. They just don't seem to be clicking into place. These ideas seemed at odds with the modesty and refinement inherent in the phenomenon of fragrance, and furthest from the brand's rhythm. If the essence of impulse is to move people's hearts, then simply eliciting a stronger, faster response doesn't fulfill that requirement. A questioning impulse, one that makes you want to treasure it deeply and cherish it. Isn't that the optimal solution we should pursue? The melody played by "日々香好日" should be more faithful to the characteristics of the fragrance. If that's the case, how about this approach? Captivate with a world of ma (a Zen moments) communicated through fragrance. Visualize subtle values—unique scenes, positive premonitions, and reasons to pause—and place them before the customer's eyes. When exposed to these images, they become impulse devices, triggering stories and signposts to solutions. Combined with the proof of our hypothesis, this seems like the perfect method. We feel like we've finally drawn a map to the peak . The next step is to use this foundation as a foundation to refine a concrete proposal and elevate it into an expression that will connect to the market. Then we'll prepare for the moment of takeoff.

5-3Materials and cultivation of fields

As our mountain climbing neared its end, we began to flesh out our sales promotion methods. Despite my desire to achieve a rapid success, this required calm judgment that combined theory and intuition. In the previous section, I noted that brands could move forward by creating optimal impulses for their customers. However, the basic premise is that customers are not robots or AIs; they are human beings with real lives. The path to human decision-making is not simple. Brands must prepare a variety of methods that respond to this process. Generally speaking, each method has its own timing and appropriate platform. Timing forces you to follow the customer's motivational progression [awareness → interest → collection → comparison → decision], while platforms limit the means of customer touchpoints [social media, web, e-commerce, catalogs, brick-and-mortar stores, etc.]. Rather than devising a unique strategy that ignored these implicit assumptions, I aimed to align with the trends of the majority of customers. I immediately began designing an impulse mechanism that matched motivation and touchpoints. As the blueprint began to take shape, the usual unexpected surprise awaited. To bring a diagram to life, materials are needed. Even a famous chef's exquisite recipe wouldn't taste as delicious without the right ingredients. The same is true for promotional materials: without stills, text, audio, and other materials, the diagram would never be fully realized. The most important element is the main material that transcends all methods. It determines the overall tone and manner of the promotional material and serves as the umbrella for branding. In this case, since the brand proclaims that it will "captivate with a world of ma (a zen moment) created by scent," materials that visualize this worldview would be appropriate... It was at this point that I realized I'd stumbled. What a pain! No matter what I did, I couldn't connect the image in my head with the reality in front of me. The materials I was looking for simply didn't exist. This meant the diagram was impossible to express. Thinking about it objectively, it's only natural: the world the brand proposes is a new hypothesis, one that no one has proposed before. While I've experienced a phenomenon similar to space, I've never attempted to materialize it. This fact weighed heavily on my mind, and I imposed on the brand the necessity of cultivating the fields before stepping into the kitchen. The only option left was to cultivate our own main material. Our naive mountaineering plans had to be changed, and we had to give up on our quest to reach the peak. I wanted to identify and gather materials from multiple angles, so I quickly gathered the members together and asked for their cooperation. I carefully explained the outline of what had happened so far and asked them to "collect the moments brought about by the spaces in people's lives." For a moment, they were curious and confused, but they each agreed to create their own material. Even if it was a roundabout way, we were moving towards the peak. I blindly believed that. However, at this point, I had no way of knowing that this unexpected turn of events would be the fateful move that would lead to the brand's emergence.

5-4The solution is within sight

Recently, a famous musician spoke through the media about how he is not "lonely" but "solitary." His words honestly made me feel like I learned the path that "日々香好日" wants to achieve. Being "solitary" is not easy, and maintaining that status quo seems impossible. That's why his existence is so precious and dazzling. I digressed a bit, but the clock was ticking and the long-awaited material was beginning to gather. After that plea, we met once a week, as if at a competition, to discuss the possibilities we had gleaned. While things may have turned out unexpectedly, from this point on, positive events continued to surround us. It was as if we were marching along a ridgeline on a clear day. What was most surprising was how everyone's responses to the question, "I want you to collect moments brought about by the spaces in everyone's lives," were consistent. Moreover, each piece of material clearly revealed its own character. [Streetlights in a park at night, swaying curtains, crisscrossing escalators, the sounds of cooking in the kitchen, elusive light, a passage from a literary master, a houseplant my daughter is growing, the sky on my way home, the hustle and bustle on the way to work, striped graffiti, the ordinary atmosphere of a downtown neighborhood, kumquats floating in a bowl, broken ice on a lake, a poem about unrequited love, the movement of a clipped fountain] are just a few examples. Touching upon this beautiful collective wisdom, I discovered the undeniable perspective that space brings to everyone's lives. These perspectives, which I may have overlooked or not appreciated before, clearly reflected the solutions the brand offers. And continuing to collect these items naturally linked them to the 24 solar terms, giving me a premonition that these materials would deepen their unique value. In addition to a sense of relief, as if I'd won my bet, my sense of mission to make the sales promotion a reality grew even stronger. I absolutely must not let this flow slip away. There were also some delightful by-products. The material evaluations that members continue to hold today have helped to create a clear, shared understanding of the solutions the brand is striving for, and have become a comfortable driving force that transcends logic. In parallel with our collection, we made full use of our stock of materials, working in perfect harmony to materialize one impulse device after another. Once we had tuned the balance, there was no turning back. The full course of promotional methods for "日々香好日", which were in line with the customer motivations and touchpoints we had originally envisioned, was finally completed with the addition of our own specialties.
We had somehow managed to reach the peak, which meant that preparations for the brand's launch were complete. Although nothing could be seen from the peak yet, the unveiling moment has been set for April 2026. On that day, "日々香好日" will soar into the haze as a solitary brand.

7.Feelings

7-1join the orbit of your life

The other day, I enjoyed tenkara fishing in Okutama. While climbing a stream, repeatedly casting my flies, I was caught in a sudden downpour. I took shelter under a tree along the stream, watching the rain fall into the river. After a while, the rain stopped, and intense sunlight poured through the clouds onto the river's surface. As the water shimmered and refracted, I felt the humidity rise. And then, as if drawn out, the complex, rich scent of nature rose. Moss, rocks, river water, trees, fallen leaves, light, rain, and earth. The euphoria I felt when I took a deep breath of all these elements blended together was indescribable. A scent woven by nature, unchanged since ancient times, something that humans could never create. Like Proust's Madeleines, it was another moment when scent and scene linked and became a memory. And so, scents continue to ride the orbit of someone's life forever. And as a fragile device, it vividly connects the present and the past, as if recalling a travelogue of life. Fascinated by these characteristics, people of each era attempted to create and recreate fragrances in the ways of their time, perhaps faithful to an instinct to evoke memories embedded in their tracks. Perhaps these many small creations surrounding fragrances came together to create a major trend that transcends the ages, spreading fragrance as a culture to every corner of the world. The small creations of "日々香好日" were, in a sense, inevitable. This long process of creating the brand has led me to this conclusion.

7-2 Conclusion

This documentary has finally come to an end. The road to launching the brand was a winding process, but it was also incredibly fulfilling. How fortunate it would be if "日々香好日"could help you get on track in your life through fragrance. We want to bring space into your life. We want to become a connection to your irreplaceable scenes. These are our earnest wishes once again. The story of "日々香好日"'s fragrances has only just begun. We look forward to meeting you somewhere.

日々香好日 TOKYO
Creative Director
Yoshinao Miyajima