Subtle scents in Japan

Today, and February 1st annually, is “Smells Day” or "Odors Day!" (ニオイの日). It is a commemorative day established in 2000 by the Febreze Lifestyle Comfort Committee, a promotional body created by P&G, the company behind the well‑known deodorizing spray Febreze.

The date, February 1st, was chosen because the numbers 2‑0‑1 can be read as ni‑o‑i (“smell” or "odor") in Japanese wordplay. The purpose of the day is to raise awareness about unpleasant smells in daily life and to promote the use of deodorizing products that help create a more comfortable living environment. Such as P&G's Febreze products! Which are widely available in Japan.

The cultural approach to scent in Japan is very different to many Western countries. There is even a concept of "smell harassment" in Japan. With the result perfume is not very big in Japan. A person who smells like "nothing" is often considered the most refined. But the use of household scents does seem to be more common. Historically, Japan’s scent culture centered on things like incense (kōdō) and seasonal natural scents.  These were meant to be barely noticeable, not bold statements. Subtle is the keyword when it comes to scents in Japan.