As we saw during our last Natural Perfumery Summit, Taiwan is the most advanced country in terms of natural perfumery. Natural perfume is nearly everywhere, in scented places such as construction sites, offices, hotels, and public areas. This is why the International Perfume Foundation (IPF) opened an East Asia Branch in Taipei. Kristin Chen, a Certified Natural Perfumer who has been teaching aromatherapy, olfaction training, and natural perfumery for many years, has been appointed as the East Asia Chair.
Kristin, you have been appointed as the IPF Chair for East Asia. Could you tell us a little more about your goals for developing Natural Perfumery in this part of the world?
As the IPF Chair for East Asia, my primary goal is to establish a solid foundation for natural perfumery in the region, integrating it into local culture, the wellness industry, and spatial atmosphere design. I want to raise awareness about the benefits of natural scents, positioning them not just as perfumes but as essential tools for emotional regulation, personal identity, and environmental well-being. My vision is to create a sustainable, high-quality market for natural fragrances that aligns with the region’s deep-rooted appreciation for nature and tradition.
What short-term actions do you plan to implement to achieve these goals?
To build momentum, I plan to take the following short-term actions:
• Organizing educational workshops to introduce the value and applications of natural perfumery to professionals and consumers.
• Collaborating with local businesses, brands, and hotels to incorporate natural scents into spatial design, increasing market awareness.
• Promoting the certification system for natural perfumery, ensuring clear quality standards and credibility within the industry.
These initiatives will help create a structured framework to support the growth of natural perfumery in East Asia.
What is your long-term vision for the growth of Natural Perfumery in East Asia?
I envision natural perfumery becoming an integral part of daily life in East Asia, much like tea culture or traditional herbal medicine. Over time, I hope to see a shift where people choose natural fragrances not just for their aroma but for their holistic impact on well-being, emotional balance, and personal rituals. My long-term goal is to establish a thriving industry where natural perfumery is not only appreciated as a luxury but is also a recognized and essential element of self-care and environmental consciousness.
Kristin, you have been appointed as the IPF Chair for East Asia. Could you tell us a little more about your goals for developing Natural Perfumery in this part of the world?
As the IPF Chair for East Asia, my primary goal is to establish a solid foundation for natural perfumery in the region, integrating it into local culture, the wellness industry, and spatial atmosphere design. I want to raise awareness about the benefits of natural scents, positioning them not just as perfumes but as essential tools for emotional regulation, personal identity, and environmental well-being. My vision is to create a sustainable, high-quality market for natural fragrances that aligns with the region’s deep-rooted appreciation for nature and tradition.
What short-term actions do you plan to implement to achieve these goals?
To build momentum, I plan to take the following short-term actions:
• Organizing educational workshops to introduce the value and applications of natural perfumery to professionals and consumers.
• Collaborating with local businesses, brands, and hotels to incorporate natural scents into spatial design, increasing market awareness.
• Promoting the certification system for natural perfumery, ensuring clear quality standards and credibility within the industry.
These initiatives will help create a structured framework to support the growth of natural perfumery in East Asia.
What is your long-term vision for the growth of Natural Perfumery in East Asia?
I envision natural perfumery becoming an integral part of daily life in East Asia, much like tea culture or traditional herbal medicine. Over time, I hope to see a shift where people choose natural fragrances not just for their aroma but for their holistic impact on well-being, emotional balance, and personal rituals. My long-term goal is to establish a thriving industry where natural perfumery is not only appreciated as a luxury but is also a recognized and essential element of self-care and environmental consciousness.
Do you believe that Natural Perfumery will gain significant importance in Taiwan over the next few years?
Yes, I strongly believe Taiwan has immense potential for natural perfumery growth. Taiwanese consumers have a deep connection to nature and a strong appreciation for wellness and sustainability. The country’s rich tea culture, herbal medicine traditions, and eco-conscious lifestyle trends provide a solid foundation for the natural fragrance market. Additionally, Taiwan is known as the “Kingdom of Butterflies,” symbolizing biodiversity, which aligns perfectly with the ethos of natural perfumery.. As awareness grows, I foresee a significant shift towards choosing non-toxic, eco-friendly, and high-quality fragrance options.
Yes, I strongly believe Taiwan has immense potential for natural perfumery growth. Taiwanese consumers have a deep connection to nature and a strong appreciation for wellness and sustainability. The country’s rich tea culture, herbal medicine traditions, and eco-conscious lifestyle trends provide a solid foundation for the natural fragrance market. Additionally, Taiwan is known as the “Kingdom of Butterflies,” symbolizing biodiversity, which aligns perfectly with the ethos of natural perfumery.. As awareness grows, I foresee a significant shift towards choosing non-toxic, eco-friendly, and high-quality fragrance options.
How do you foresee the development of Natural Perfumery in Japan and Korea?
• Japan: The Japanese market values aesthetics, minimalism, and nature-inspired experiences. Natural perfumery aligns well with this philosophy, particularly in areas such as wellness spaces, luxury hospitality, and daily personal rituals. The concept of “Ikigai” (finding purpose in simple joys) resonates deeply with natural fragrance as a tool for mindfulness and self-care.
• Korea: Korea’s beauty and self-care industry is trend-driven and highly innovative. The challenge lies in shifting natural perfumery from a niche luxury into a mainstream movement. By integrating natural fragrance into skincare, wellness, and lifestyle brands, I believe Korea can embrace natural scents as a fundamental aspect of holistic well-being.
Are there any specific challenges you anticipate facing in promoting Natural Perfumery in East Asia, and how do you plan to address them?
• Challenge 1: Low Market Awareness – Many consumers still associate perfumes with synthetic fragrances and are unaware of the sensory and emotional benefits of natural perfumery.
Solution: Increase education through experiential activities, workshops, and social media campaigns that showcase the authenticity and therapeutic effects of natural scents.
• Challenge 2: Competition with Synthetic Fragrance Brands – Synthetic brands dominate the market due to their affordability, longevity, and brand recognition.
Solution: Highlight the unique emotional, environmental, and health advantages of natural perfumery while positioning it as a tool for self-care and personal transformation rather than just a fragrance product.
How do you plan to collaborate with local perfumers and businesses to enhance the presence of Natural Perfumery in the region?
• Co-developing signature natural fragrance products with wellness brands, hospitality groups, and lifestyle companies to expand the market reach.
• Integrating natural scent experiences into retail and commercial spaces through immersive spatial fragrance designs that enhance environments and consumer engagement.
• Empowering local perfumers by providing training, resources, and international exposure through IPF collaborations.
These strategies will help cultivate a sustainable and locally-driven natural perfumery movement in East Asia.
• Japan: The Japanese market values aesthetics, minimalism, and nature-inspired experiences. Natural perfumery aligns well with this philosophy, particularly in areas such as wellness spaces, luxury hospitality, and daily personal rituals. The concept of “Ikigai” (finding purpose in simple joys) resonates deeply with natural fragrance as a tool for mindfulness and self-care.
• Korea: Korea’s beauty and self-care industry is trend-driven and highly innovative. The challenge lies in shifting natural perfumery from a niche luxury into a mainstream movement. By integrating natural fragrance into skincare, wellness, and lifestyle brands, I believe Korea can embrace natural scents as a fundamental aspect of holistic well-being.
Are there any specific challenges you anticipate facing in promoting Natural Perfumery in East Asia, and how do you plan to address them?
• Challenge 1: Low Market Awareness – Many consumers still associate perfumes with synthetic fragrances and are unaware of the sensory and emotional benefits of natural perfumery.
Solution: Increase education through experiential activities, workshops, and social media campaigns that showcase the authenticity and therapeutic effects of natural scents.
• Challenge 2: Competition with Synthetic Fragrance Brands – Synthetic brands dominate the market due to their affordability, longevity, and brand recognition.
Solution: Highlight the unique emotional, environmental, and health advantages of natural perfumery while positioning it as a tool for self-care and personal transformation rather than just a fragrance product.
How do you plan to collaborate with local perfumers and businesses to enhance the presence of Natural Perfumery in the region?
• Co-developing signature natural fragrance products with wellness brands, hospitality groups, and lifestyle companies to expand the market reach.
• Integrating natural scent experiences into retail and commercial spaces through immersive spatial fragrance designs that enhance environments and consumer engagement.
• Empowering local perfumers by providing training, resources, and international exposure through IPF collaborations.
These strategies will help cultivate a sustainable and locally-driven natural perfumery movement in East Asia.
What role do you think cultural preferences play in the acceptance of Natural Perfumery in East Asia?
Cultural preferences play a significant role in shaping fragrance trends.. Unlike Western markets, where bold, long-lasting scents are favored, East Asian consumers generally prefer delicate, natural, and soothing fragrances that align with their values of harmony, balance, and subtle elegance. This cultural inclination creates a unique opportunity for natural perfumery to thrive, particularly in the areas of:
• Spatial scenting (e.g., home, offices, hotels)
• Ritual-based fragrance use (e.g., meditation, self-care, wellness practices)
• Personalized, emotional scent experiences rather than mass-market perfumes
By aligning with these cultural preferences, natural perfumery can seamlessly integrate into East Asian lifestyles.
Can you share any success stories or examples from other regions that inspire your strategy for East Asia?
• Taiwan & Japan’s Tea Culture: The way tea has been deeply embedded into daily rituals inspires me to introduce natural perfumery as a habitual practice rather than just a luxury product.
• Korea’s Clean Beauty Movement: The success of “clean beauty” in Korea proves that consumers are willing to choose natural alternatives when their benefits are well-communicated and culturally aligned.
• France’s Perfume Philosophy: In France, perfume is not just a product but an extension of one’s identity and emotions. I want to bring this perspective to East Asia—encouraging people to see natural perfumery as a personal and meaningful expression, not just a scent.
These examples serve as strong models for integrating ritual, authenticity, and storytelling into East Asia’s natural perfumery market.
How do you plan to educate consumers about the benefits and uniqueness of Natural Perfumery compared to synthetic options?
• Hosting olfactory discovery workshops to allow consumers to experience the purity and complexity of natural ingredients firsthand.
• Collaborating with wellness and psychology experts to demonstrate how natural scents impact emotions, health, and mental well-being.
• Using storytelling marketing strategies that connect natural perfumery to cultural heritage, personal memories, and emotional resonance, ensuring that consumers see it not just as a product, but as an intimate part of their lifestyle.
I strongly believe that through education, experience, and emotional connection, natural perfumery can become an essential part of daily life in East Asia.
I am truly excited about the future of natural perfumery in this region and look forward to contributing to its growth.
Cultural preferences play a significant role in shaping fragrance trends.. Unlike Western markets, where bold, long-lasting scents are favored, East Asian consumers generally prefer delicate, natural, and soothing fragrances that align with their values of harmony, balance, and subtle elegance. This cultural inclination creates a unique opportunity for natural perfumery to thrive, particularly in the areas of:
• Spatial scenting (e.g., home, offices, hotels)
• Ritual-based fragrance use (e.g., meditation, self-care, wellness practices)
• Personalized, emotional scent experiences rather than mass-market perfumes
By aligning with these cultural preferences, natural perfumery can seamlessly integrate into East Asian lifestyles.
Can you share any success stories or examples from other regions that inspire your strategy for East Asia?
• Taiwan & Japan’s Tea Culture: The way tea has been deeply embedded into daily rituals inspires me to introduce natural perfumery as a habitual practice rather than just a luxury product.
• Korea’s Clean Beauty Movement: The success of “clean beauty” in Korea proves that consumers are willing to choose natural alternatives when their benefits are well-communicated and culturally aligned.
• France’s Perfume Philosophy: In France, perfume is not just a product but an extension of one’s identity and emotions. I want to bring this perspective to East Asia—encouraging people to see natural perfumery as a personal and meaningful expression, not just a scent.
These examples serve as strong models for integrating ritual, authenticity, and storytelling into East Asia’s natural perfumery market.
How do you plan to educate consumers about the benefits and uniqueness of Natural Perfumery compared to synthetic options?
• Hosting olfactory discovery workshops to allow consumers to experience the purity and complexity of natural ingredients firsthand.
• Collaborating with wellness and psychology experts to demonstrate how natural scents impact emotions, health, and mental well-being.
• Using storytelling marketing strategies that connect natural perfumery to cultural heritage, personal memories, and emotional resonance, ensuring that consumers see it not just as a product, but as an intimate part of their lifestyle.
I strongly believe that through education, experience, and emotional connection, natural perfumery can become an essential part of daily life in East Asia.
I am truly excited about the future of natural perfumery in this region and look forward to contributing to its growth.
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