Hatenko Launches New Perfume "Asakusa"

Character Innovate (2 Hanakawado, Taito-ku), which runs the perfume brand Hatenko, released "Asakusa," a perfume that expresses the history and culture of Asakusa through scent, on October 13. It is priced at 23,650 yen (50 ml) and is sold at the company's own store, inimu Asakusa (2 Asakusa), near Senso-ji Temple.

Fifth Work in the City Series

"Asakusa" is the fifth work in the city series, which turns the history and scenery of a place into scent. "Kabukicho," "Nihonbashi," "Ginza" and "Naniwa" were created at the request of department stores, but only Asakusa was created on the company's own initiative. The company also considered releasing it at this time with Senso-ji's 1,400th anniversary of its founding in mind.

The Pagoda Tree and Flowers of the Four Seasons

The company also consulted Senso-ji during development. It felt a double connection with the pagoda tree (enju), which is said to be a protection against evil: the statue of Kannon is said to have been enshrined in a pagoda tree, and Senso-ji lies in the direction of the "kimon" (demon gate) of Edo Castle. The pagoda tree was used in both the fragrance and the special wooden cap. The scent layers sandalwood and other notes with flowers of the four seasons: daphne in spring, gardenia in summer, osmanthus in autumn and yuzu in winter.

Suggestion for Layering

Each of the five works in the series is assigned a time of day: "Nihonbashi" is morning, "Naniwa" is noon, "Asakusa" is evening, "Ginza" is early night, and "Kabukicho" is midnight. By layering the scents of neighboring times, you can enjoy the changing scent of a day.

Events and Use in the Town

The scent of "Asakusa" will also be used for the spatial design in the wisteria trellis area of the grounds at "ASAKUSA CULTURE & LIGHTS 2026," held at Senso-ji from October 30 to November 3. The same scent is also used in the chochin lanterns sold at various places in Asakusa. inimu Asakusa is open from 10:30 to 18:00.