Introduction
In the midst of the digital hustle and bustle, a subtle yet enchanting topic dominated Japanese X (Twitter) yesterday (October 12, 2023) – “金木犀 (kinmokusei).” A seemingly simple word, but one that carries a world of tradition, nature’s beauty, and the essence of autumn in Japan. What’s the reason behind the buzz of it on X (Twitter) in Japan and what can we learn from it from a marketing perspective? In this article, we’ll discuss about the cultural importance of 金木犀 (kinmokusei) in Japan and the business opportunities that lies within this autumn trend.
Contents
What is 金木犀 Kinmokusei?
“金木犀 (Kinmokusei)” or “Osmathus” in English is an evergreen tree belonging to the Oleaceae family. The scientific name “Osmanthus” comes from the Greek words “osme” (scent) and “anthos” (flower). In addition, “fragrans” means fragrant scent and “aurantiacus” means orange, and you can get a sense of the characteristics of Osmanthus from its scientific name.
In its native China, the plant is known by other names such as Keika, Thangka, and Keika, and is popular not only for ornamental purposes but also for edible and medicinal purposes such as tea, alcohol, and Chinese medicine. The flowering period varies depending on the environment, but is from mid-September to late October. There are two-time bloomers, which finish blooming in September and then bloom again in October, and four-season bloomers.
Cultural Importance
Kinmokusei’s most notable role is that of a herald for the arrival of autumn. Its sweet and delicate fragrance, which wafts through the air from late September to October, serves as a sensory reminder that summer is waning, and autumn is at the doorstep. For the Japanese people, the scent of Kinmokusei is synonymous with the changing of seasons, and it evokes a sense of nostalgia for the crisp, cool days that lie ahead.
Source: @Ico_illust, @Rabbit_moti77, @unotsuka
Japanese locals posting their illustrations with “Kinmokusei” showing interest with the recent start of its season.
Why does it matter?
Being knowledgeable about trending things, especially culturally significant ones, in Japan is very essential for business strategies and could open up lots of opportunities if taken the right path.
- Emotional Connection: The scent evokes a sense of nostalgia and comfort, making it an effective emotional connector.
- Broad Applications: From fragrances to culinary dishes, and even traditional medicine, Kinmokusei has a versatile portfolio.
- Seasonal Surge: Products infused with Kinmokusei scent experience an uptick in sales every autumn.
- Innovation: Brands are exploring new ways to incorporate the scent, from perfumes to teas, and even aromatherapy products, especially cosmetics.
- Target the Emotional Quotient: Create campaigns that tap into the rich emotional and cultural backdrop of Kinmokusei.
- Expand Product Lines: Consider seasonal releases or limited edition products featuring the unique scent.
2023 Japanese Products with 'Kinmokusei'
“Kinmokusei” is such a big trend in Japan during autumn that many businesses take the opportunity to incorporate this fragrant flower to their products and offerings
Cosmetics with Osmathus scent this 2023 from @cosme
Other products incorporating Osmanthus: Megrhythm Steam Hot Eye Mask Osmanthus Scent, Merit shampoo and conditioner in Osmanthus scent, Tabi no Yado Honakana Osmanthus Scent, Biore Osmanthus scent series, (Seisuika) Osmanthus scent
Autumn-limited promotion of a relaxation service company, Raffine, saying, “Enjoy a relaxing moment that massages your mind and body with the scent of osmanthus that makes you feel the arrival of autumn!”
Conclusion
The power of ‘Kinmokusei’ extends beyond its captivating aroma; it’s a cultural symbol that bridges tradition and modernity, offering a wealth of opportunities for businesses to explore and embrace. As we marvel at the seasonal surge in products and services infused with this enchanting fragrance, it becomes clear that Kinmokusei is not just a trend; it’s a timeless, aromatic link to Japan’s rich cultural heritage and a gateway to innovative business ventures. So, in the world of Japanese marketing, keep your senses attuned to the fragrance of Kinmokusei, and you may just discover the key to unlocking the hearts and desires of the Japanese consumer. 🌼🍂
