Takasago International Corporation USA is bringing fragrance and flavor into the music industry through a new strategic partnership with Handcraft Entertainment aimed at shaping the sensory identity of "Global" J-Pop.
The collaboration combines Takasago's expertise in fragrance, flavor and sensory innovation with Handcraft's vision of building Japanese artists and cultural IP for worldwide audiences. Together, the companies will develop fragrances, flavors and consumer products tied to artists, music releases, live events and brand collaborations, expanding fan engagement beyond traditional entertainment.
One of the first projects will be a fragrance created with Handcraft artist Mia Takarabe, following the release of her collaboration with Steve Aoki, Heartless. The partners also plan to produce original content documenting the development of fragrances, flavors and other sensory products, offering fans a behind-the-scenes look at the creative process.
"Artificial intelligence can generate formulas," says Joseph Lattarulo, senior vice president and general manager at Takasago. "Technology can optimize performance, thanks to our exclusive scent design tool: SensAI. But neither creates culture."
He adds, "Japan offers an extraordinary cultural vocabulary that remains largely untapped globally. Sacred woods from legendary forests. Tea rituals from Japan to China. Traditional gastronomy. Seasonality. Architecture. Craftsmanship. Thousands of emotional stories waiting to become fragrances. At Takasago, we believe technology becomes meaningful only when rooted in culture. Our role is therefore not only to invent new molecules. It is to transform centuries of Japanese culture into contemporary beauty experiences for the world."
The project reflects fragrance's power as part of entertainment and cultural storytelling.
Lattarulo explains, "For years, beauty promised transformation. Tomorrow, it will increasingly promise restoration. Stress reduction. Sleep. Mindfulness. Comfort. Balance. Japan has long associated scent with emotional well-being through traditions such as kōdō, forest bathing (shinrin-yoku), tea ceremonies and bathing rituals. These are no longer niche cultural practices. They are becoming global consumer aspirations."
He adds, "At Takasago, our expertise in neuroscience (with the highest number of scientific publications and holding key patents) allows us to connect this cultural heritage with scientific understanding of emotions. This is where Japanese philosophy meets modern innovation."
