Nippon Kodo Brings Incense Global

By Daniel de Bomford and Cian O’Neill

Incense is deeply rooted in Japanese customs, entwined in spiritual and cultural traditions. The scent wafts through the air and envelops those within, evoking a stillness and peace. In prayer, it sanctifies the space and focuses the mind, while for a tea ceremony, it meanders through like a spirit, creating a harmonious atmosphere. For 450 years, Nippon Kodo Group has been supplying incense for spiritual products and home fragrance. President Masayoshi Konaka notes that the stick incense has traditionally been used for religious purposes, but as society ages, fewer people are practicing religion. The company has pivoted to non-religious, at-home and spiritual use of incense.

Incense remains deeply embedded in Japanese culture, and Konaka says that there are three core cultural elements or pillars: tea ceremony, flower arrangement and incense ceremony—or kodo. The company has offered incense ceremonies for foreigners in Japan, as well as in France, where they were very well received. With the company’s mission to spread the Japanese scent culture globally, it established a non-profit kodo association in France six years ago, hosting three-month kodo sessions. “This is a very popular program, so seats for each session sell out immediately,” Konaka says. He describes the United States as a very attractive market, due to its growing population and pro-business attitudes. The company has operated a factory there and developed scents in the US.

elemense stone diffuser

Due to this international appeal, another key target for the company is inbound tourists, with the market expected to continue growing as the country aims to welcome 60 million inbound visitors by 2030. “We have remodeled our stores in Ginza, Kyoto, Kamakura and other major cities, so we are trying to appeal to the inbound tourists through these retail stores,” Konaka states. The company hosts various workshops in Ginza and Kamakura of “The Koju,” which he says he would like to make enjoyable for international visitors as well.

Japanese incense manufacturing is as much an art form as it is a production. Its complex, multilayered scents are created by combining powdered fragrant materials and liquid fragrances. Furthermore, the industry itself is extremely diverse as each company utilizes its own unique drying process. Drying the stick is a crucial factor in determining its quality, especially in Japan’s four distinct seasons. “We also only make high-end incense during the winter, not the summer, so we are very particular about quality,” Konaka explains. The process is also heavily reliant on skilled craftspeople, and much of the process cannot be left to automation. The kneading process requires water, but excessive amounts can degrade the quality and reduce productivity. Therefore, the craftsman is responsible for determining the correct ratio, which in turn affects the quality of the final product.

With centuries of tradition and a forward-thinking approach, Nippon Kodo Group is ensuring incense remains a living cultural expression. It bridges heritage and modernity through international outreach, artisanal quality and immersive workshops. The company’s enduring mission is to share the serene essence of Japanese incense with the world.

To hear more from President Masayoshi Konaka of Nippon Kodo Holdings, check out this interview with him