Takasago partners to transform Japanese pop culture into sensory fragrances

Japanese Fragrance and flavors manufacturer Takasago has partnered with Handcraft Entertainment to develop scents, tastes, and consumer products that aim to define the emerging “global” J-pop genre. The collaboration hopes to expand Japanese pop culture’s reach beyond music by creating tangible products that let fans experience it through smell, taste, and touch. 

The move is part of Handcraft’s goal to make Japanese music and culture accessible to global audiences. The pair emphasizes that their collaboration does not aim to merely sell perfumes, but to build a sensory world around Japanese artists and their music.

“Takasago has seen firsthand the growing global demand for Japanese culture across entertainment, fashion, food, and lifestyle,” says Joseph Lattarulo, SVP and general manager at Takasago. 

“‘Global’ J-pop represents an exciting new chapter for how Japanese culture can connect with audiences around the world.”

The partnership will draw on Takasago’s experience in fragrance, flavor, and sensory innovation, while tapping Handcraft Entertainment’s mission to build a global cultural platform of Japanese artistry and cultural intellectual property.

Art-driven activity

One of the first projects the duo will undertake will be a fragrance developed with Handcraft artist Mia Takarabe. Additionally, the two companies will roll out original content and digital media across social channels, focusing on the artists and the process behind the initiatives, to give fans another window into the creative journey. These roll-outs aim to drive deeper engagement. 

The collaboration reflects growing global interest in Japanese culture across beauty, entertainment, food, and lifestyle.“This is about building something entirely new at the intersection of music, culture, and sensory innovation,” says Michael Africk, CEO of Handcraft Entertainment.

“We are building a new generation of globally competitive Japanese artists, products, and cultural experiences created for worldwide audiences while remaining authentically connected to Japanese identity and culture. Takasago is uniquely positioned to define that world with us.”

Japanese beauty expands

The partnership arrives amid surging global interest in Asian beauty innovation. Earlier this year, Marubeni Corporation acquired J-beauty brand Etvos to build a Beauty and Health business platform in Japan. According to the Japanese trading and investment conglomerate, cosmetics are a high-growth category in the country.

“The Beauty and Health market — including skin care, cosmetics, personal care, dietary foods, and supplements — is expanding amid rising consumer interest in beauty and wellness, and is expected to reach a market size of approximately ¥7 trillion (US$45.19 billion),” the company said.

The local audience is diversifying too. Personal Care Insights previously covered a trend in which older Japanese men, particularly those aged 40 and above, increasingly turn to cosmetics and skin care to boost their professional image — largely due to an increase in video-recorded meetings. The men’s care market grew 1.7 times from 2017 to 2023, and was valued at ¥43.3 billion (US$276 million) in 2024.

Moreover, the country’s fragrance sector is also expanding. Innova Market Insights data indicates that fragrance is shifting toward a more functional, personalized, and sustainable experience, and Japanese consumers increasingly want scents that support their mental well-being, acting as self-care.

The market researcher says Japan has led in fragrance launches across East Asia over the past five years, and highlights that fine fragrances dominate the market.