HATENKO
A Japanese fragrance brand launched in Tokyo in 2025, connecting ukiyo-e and local memories with scent and traditional craftsmanship.
About HATENKO
HATENKO is a Japanese fragrance brand launched in 2025 and based in Asakusa, Tokyo. Led by Atsushi Shimizu at Kyara Innovate, it connects scent with ukiyo-e prints, local history and the memories associated with particular places.
History
Shimizu founded Kyara Innovate in 2008, developing fragrances around regional materials and traditional culture. The company opened its directly operated inimu store in Asakusa in 2023, then introduced HATENKO's ukiyo-e-inspired perfume collection in 2025. The range has expanded from scenes of fireworks, waves and cherry blossom to fragrances named after districts and cities.
Philosophy and Character
The name expresses a willingness to break established forms and create something new. Drawing on the attentive appreciation of incense in Japanese kodo, HATENKO proposes listening to and layering scents so that their stories can meet. Craftsmanship also shapes the physical experience, from wooden caps to the ukiyo-e wrapping paper, bringing the perfume into dialogue with materials and images rather than treating the container as a separate decoration.
Notable Fragrances
Hanabi draws on Hiroshige's depiction of fireworks over the Sumida River, while Isonami responds to Hokusai's waves. Among the place-inspired works, Nihombashi evokes morning light and a wooden bridge, Naniwa suggests a bright waterside afternoon through watermelon, and Kabukicho explores nightlife through whisky and a sparkling drink impression.
