The culture of East Asian countries has been in the spotlight for at least the last two decades. First came Japanese anime and manga and then the world experienced the boom of K-pop. According to the Hyundai Research Institute, BTS, one of the most recognised Korean boy bands to date, had contributed $3.5 billion to the South Korean economy annually by 2020.
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Step inside a Scent Diary boutique, and you feel the rules of modern perfumery dissolve. The space rejects glittering excess and abandons choreographed sales pitches. Instead, fragrance tells a story in this intimate, curated room. Each bottle captures a chapter. Each note evokes a memory. Each Chinese city’s scent breathes within the glass. The founder, Deng Weiwei created this vision, and brought it into reality. She began her business with a personal longing. She wanted to capture her hometown, Chongqing, in a bottle. She remembered not just the skyline, or bustling vibes, but the humidity and river mist. Weiwei recalled the aroma of street food rising through steep alleys. She transformed Chongqing, where the Yangtze meets the Jialing, into sensation. She opened her first boutique as a love letter written in aroma.
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About a decade ago, wearing hanfu, a traditional style of clothing worn by China’s Han ethnic group, was considered more of a hobby, with a relatively small number of Chinese individuals participating in the trend. Currently, there is a notable shift as young consumers in China are urging brands to acknowledge their heritage and adapt to it to influence the market. The hanfu movement rather suits this rhetoric, advocating cultural autonomy infused with a touch of patriotism--a perspective echoed by experts tracking this social trend.
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