Once a popular travel souvenir from Japan, this sweet floral fragrance is catching on in Korea, with some products selling out soon after launch
Seoul may have skipped much of fall this year, but the city has found another way to experience the season: through the scent of osmanthus.
The sweet, delicate floral fragrance has been gaining popularity in Korea, fueled by travelers returning from Japan, China and Taiwan with osmanthus-scented body care products as souvenirs to remind them of their trips.
As travelers shared their discoveries and recommendations, word spread about the fragrance, turning once-obscure products into sought-after items among Korean consumers.
Among the most popular is Dove's osmanthus-scented Creamy Body Scrub, which first caught the attention of Korean consumers as a souvenir from trips to East Asia. Following strong demand, the product launched in Korea in October.
Another favorite is Biore's osmanthus-scented In-Bath Wet Skin Body Lotion, sold in Japan. The product gained attention online for its easy application and sweet fragrance, which users say closely resembles the scent of real osmanthus flowers.
Despite the growing interest, osmanthus-scented personal care products remain relatively uncommon in Korea. The limited selection has fueled demand, with consumers turning to overseas shopping or waiting for popular products from US brands Dove and Body Fantasies to be restocked at Olive Young, Korea's major beauty retailer.
The trend has also caught the attention of domestic brands. Korean body care brand Happy Bath introduced an osmanthus-scented body wash this summer, adding to the growing selection of everyday products featuring the fragrance.
So what exactly is osmanthus, and why is its scent attracting attention?
Often associated with fall, osmanthus is an evergreen tree native to East Asia. Its small but intensely fragrant flowers, usually orange, yellow or white, bloom in autumn, releasing a sweet floral aroma often compared to apricot, peach and plum.
The plant is widely found in warmer parts of East Asia, including China, Japan and Taiwan. In Korea, it grows mainly in southern regions, including Busan and Jeju Island.
While the scent may be relatively new to many Korean consumers shopping for everyday body care products, osmanthus has long been used in luxury perfumery. Fragrances featuring the flower include Hermes' Osmanthe Yunnan, By Kilian's Good Girl Gone Bad, Acqua di Parma's Osmanthus, Cartier's La Panthere Parfum and Le Labo's Osmanthus 19.
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mjcha@heraldcorp.com
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