

Over the last three decades, Japan has massively come round to fragrance and perfume. I say that with a caveat: trains and buses are not generally filled with the noxious tropes of the western scent model – when you do smell those clobberheads and turn around it will inevitably be a gaijin giving off that particular aroma and they have never been nor will ever be internalized here as the standard scent model, they are just too……….brutal; vulgar; as subtle as anvils.
Having said that, I was surprised to be sitting next to a young girl on the bus yesterday morning, a packed affair as yet another typhoon approaches and Tokyo has broken its record for the number of consecutive days of unremitting rain (34…..things are getting damp I tell you: it’s a really sodden affair), with the slowly creeping realization that oh my god yes, she is wearing an artificial oud; there is just a hint of that ‘woody amber’ in her base, clouded with a synthetic santal molecule or two, and wondered if I was wrong about the national rejection of the Neanderthal and the Neanderthalette – the base model for the Two Genders that one smells everywhere in the UK. Is some of this insidiousness making its way into Japan?
Possibly. Just a little. Boldness has, at least, and an embracing of fragrance as something to be actively appreciated and enjoyed – less of a niche activity that it used to be (there have, of course, always been perfume aficionados here), the taboo of not invading another person’s space with your own personal scent peripery increasingly perforated (yesterday, I was very surprised to discover how intense one of my colleague’s citrus aromatic was – he is just getting into perfume – I could smell it right down the corridor as soon as I got out of the lift; the fact that it was so conspicuous in the work atmosphere does, I suppose, mean that that taboo is, to a large extent, still in place. Hypocritically, after all the discomfort I must have caused myself over the years, I did find myself at one point opening a window as I found it so distracting.)
Mum In the school I travel to tomorrow, there is no way to alleviate the intensity of one student’s aroma – no windows I can open in the building, a former bank – to escape the unescapable nuclear strength of his fabric conditioner– which, actually in fact, does smell rather fabulous. In essence, he is wearing Samsara – that decadent sandalwood to end all decadent sandalwoods- though he himself is not aware of it. Whatever the name of the product is, and I have been desperate to know but not wanting him to feel self conscious, and in all likelihood, it will have been his mother’s decision to drench her son’s clothes in this every time she does the laundry not his own, (with the phenomenal rise in fabric perfumes over the last few years, there are online communities here that debate which is the best choice for one’s child, whether to dry the clothes outside or in a room, where the odour rises in intensity and thus effectiveness,), but whatever the source of the molecules that are flabbergastingly potent, this seventeen year old – lanky, gawky, incredibly cool with his prog rock uber-mullet and outsized Tom Ford-like specs, is walking around scenting the entire school with a flamboyantly rich – if bone dry – lilting, floral, sandalwood that in much smaller doses could be considered a masterpiece. As it is, the scent, which surrounds him like a full body halo destructing all pernicious smells in its wake, still smells good, but I always know, with full certitude, that he has arrived at the prep school for the afternoon even from three staircases down, memories of a long lost Indian Mysore dream drifting down in sun motes through the shared olfactory atmosphere.
An effortlessly more far-reaching nostril-reacher with unfortunate physiological consequences for me personally is the Japan TikTok mega hit, Orpheon by Diptyque, an ultra best seller that has become fully ubiquitous; a trend in itself, the smell of now. Social media has done that for perfume in ways that would have been impossible to imagine a few years ago – for me, as a ‘difficult’ person who really doesn’t want to be the same as everybody else I find this sheep like adherence to one olfactory code totally baffling – where is the originality in dousing yourself in a scent that you smell everywhere (to my horror, even one colleague of mine has started wearing this although mercifully, in another building I can easily avoid; I will go to another train carriage to move away from this one as well, because contrary to how most wearers and fans say about the concoction, I don’t get elegant soap or a discretion of freshness, I get stabbed directly in the gut, like a sword: Orpheon honestly makes me nauseous; ill. And I keep getting exposed to it, to my chagrin, but that is what happens when a scent trope becomes absorbed by the populace; hence the rise of Baccarat Rouge and other TikTok and YouTube Exploders – which has now seemingly seeped into everything; even the ‘traditional lavender cologne’ I mentioned yesterday in my post on Cologne and Cotton that I bought for d has that inevitable burnt saffron accord sewn into its base structure; a very particular smell that has now become a Really Big Thing. Trends are unavoidable, they are the engines of society – god knows how much Diptyque-san is making from this blockbuster, and good for them: I love many of the (admittedly older…sigh) perfumes in their range, when they were weirder, huskier; genuinely satyr-like and extraordinarily original for their time – they launched in 1961 as one of the first independent perfumeries; Vinaigre, L’ Autre, Eau d’Elide, Eau Lente…many in the catalogue are quite out there and adventurous – L’Autre smells like curried armpits, Vinaigre like ghosts- so perhaps all the Mount Fujis of yen piling up in the company coffers will lead to some more experimental offerings, less pituitarily damaging to one’s delicate soul.
In the spirit of fairness, I do think that Orpheon is also rather ingenious; audacious in its own way. It strikes a chord. It smells like the wet Japanese undergrowth when you ride past in dry sunny weather the following day; aqueous; taut; astringently aromatic – cedar, magnolia, juniper, you would swear patchouli – it has an enigmatic quality – or at least it would do in tinier doses – and this, according to our Artificial Friends, is why it has been such a hit:
When I checked to find out if my instincts had been correct about the origin of my discomfort, I was told:
“”
Yes, Diptyque Orpheon is an absolute megahit in Japan. Since its initial launch to commemorate the brand’s 60th anniversary, it has skyrocketed in popularity to become one of, if not the, top-selling and most talked-about fragrances from the house of Diptyque in the country.
Its massive success in the Japanese market can be broken down into a few clear factors:
1. Dominating Retail and E-Commerce Charts
Orphéon consistently dominates fragrance sales rankings at major Japanese department stores and beauty platforms. For instance, in sales data from DEPACO (the major cosmetics online store for Daimaru Matsuzakaya department stores), the Orphéon Solid Perfume ranked as the #1 best-selling product across the entire brand line, while the classic Orphéon Eau de Parfum (75mL) took the #3 spot. [1]
2. The “Clean yet Sophisticated” Soap Trend
Japanese consumers heavily favor clean, gentle, and non-intrusive fragrances due to a cultural emphasis on being considerate of others in public spaces. While Orphéon officially features a complex, moody blend of juniper berry, cedarwood, jasmine, and tonka bean (inspired by a 1960s Parisian jazz bar), it is widely reviewed on Japanese social media platforms like LIPS and Instagram as smelling like “luxurious, high-end soap” with a warm, powdery finish. This precise balance makes it incredibly popular as a daily signature scent.
3.Broad Unisex Appeal
Orphéon is widely regarded in Japan as the ultimate versatile, unisex “compliment-getter” (mote-kousui / モテ香水). Japanese men love it because the cedar and juniper give it an intellectual, slightly mysterious edge, while women love it for its chic, comforting, and powdery clean dry-down.
Are you interested in buying Orpheon for yourself or as a gift? ” “

I most certainly am not.
If I may reference myself here – because I can’t put it any better – the answer to my question you see below, wondering where all my torture was coming from was not, in fact, Zara Tokyo Elegance, which is a rip off dupe of Orpheon – …… but the Diptyque.
It is honestly my most hated perfume of all time.
So what has contributed to this olfactive change in the weather?
When I first came here, imported Downy fabric softener was sold in high end ‘foreign goods’ stores like Seijo Ishii – a great place to waste money on chocolate and cheesey frivolities when you are missing home – as a coveted product that would confer an alien mystery on your being – it would have smelled incredibly exotic to most people in Japan, where non-fragrance was often the desired goal. Perfume was more for naughty adults out having affairs in Tokyo bars – a mere touch of the gaudier western releases – Gres Cabotine, Poison, gave off a slight air of the devil may care frou frou courtesan, the men in their Chanel Platinum Egoïste or Givenchy Insensé Ultramarine reeking of pomaded lothario. It was never a daily deal – more for Special Moments.
Then, a phobia of stinking started to emerge; probably deliberately drummed up by cosmetics companies. You stink, old (middle aged) man- you need deodorant body sheets, hair de-stenchers; your clothes must be fragranced to hide your B.O; the living space should be fragranced with aroma sticks – now as commonplace in Japan as they are in the UK and elsewhere – you can’t move in department stores for home fragrancing now, which, along with mass lemming-hood from K and J pop stars promoting their favourite perfumes, has led to a mood shift in which Perfume Is Cool, as evidenced by the flocks of consumers crowding Le Labo, Replica, Shiro, Aesop, you name it, and obviously, Diptyque, which leads the pack. The economy is thriving in certain tech quarters, as well as in stock market investments for the young – the poverty gap is increasing rather wildly, but these are boom times for jewellery, brand bags, and other recognizably status-conferring goods, so the steep price tags for many of these perfumes – those at Loewe and Dries Van Noten are insane — are an intrinsic part of the appeal for many buyers. You skip along hand in hand with your cream and beige clad beau or belle carrying your Malone or Decorté bag happily advertising your purchase – trumpeting your dough with your visible accessories as well as from your skin — Orpheon doesn’t really smell cheap – is all part of the new neo eighties mini bubble boom.
And why not ?
I myself, obviously, am also happy to part with my money for a perfume I love, as evidenced by this longstanding blog; nice scents do buoy up our days and those of the people around us; I remain obsessed.
I also work in an exclusively Japanese environment, so have definitely absorbed some of the cultural expectations into my bloodstream. The weekend narcissus – and especially Burning Bush – are very different to the weekday Mr Chapman; the latter curtails some of his instincts, wants to smell nice, but still, ultimately, not being KY, kuki yomenai – one who can’t ‘read the air’ – in the end, for some psychological security – wants to fit in. I would rather die than wear Orpheon or anything that resembles it of course — if I did it would lead quickly to an intestinal prolapse shooting across the classroom floor – but I do like a soapy touch in my perfuming – and vastly prefer the smell of most Japanese shampoos, conditioners, deodorants, to the ones I find in the UK which are too fruity and harsh and brash and bleueeguggh.
One of the clean-smelling roll-ons from a major cosmetics/toiletries emporia like Ainz Tulpe- Japan’s Superdrug, then – just a light, inoffensive, but pleasing savonnerie of (indiscernable) jasmine, apple, floaty amber and laundry musks, allows you to apply just a dot on the wrists under a shirt cuff when you enter any given space ; Make Me Happy So White – for instance (the other scents in the range; Peach Blanc; Oolong Momo would have had me going to far into Lolita – not my intended look) but at 750 yen – about three pounds, you can’t really go wrong with this meek little ditty. It actually does smell rather lovely; a bit like Calvin Klein Eternity it occurred to me recently, ‘just’ without all the freesias and carnations and alacrity and stridency – all the things that made that absolute iconoclast so shocking and interesting in the first place in other words (like Orpheon, perhaps?)
Nice ; pleasing – but defanged ;toothless; acquiescent ; lacking fervor or bite…………
In succumbing to external pressures – planing down the rough edges and spikes (though you could just call it cultural integration)….- a little, perhaps —– –like my current self ?































































