Japanese Pop Culture-Inspired Fragrances

Handcraft Entertainment, a global entertainment company pioneering the Global J-Pop genre, has entered into a strategic partnership with Takasago International Corporation, one of Asia's leading fragrance and flavor companies. The goal of this venture is to develop scents, tastes, and consumer products that define the sensory world of this emerging music and cultural movement.

Ultimately, this collaboration builds upon Handcraft's recent release of 'Heartless,' a track by Japanese artist Mia Takarabe featuring Steve Aoki, which marked a significant moment in the company's mission to create globally competitive Japanese artists and cultural experiences for international audiences while remaining authentically connected to Japanese identity. Takasago's decades of expertise in creating fragrances and flavors for globally recognized brands will be applied to develop products tied to artists, releases, live experiences, and cultural moments.

One of the first projects is a fragrance created in partnership with Mia Takarabe, alongside plans for original content and media that bring fans into the creative process

Image Credit: Handcraft Entertainment x Takasago International Corporation

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