NOSE SHOP Co., Ltd. Representative Director Yuki Nakamori

Discover the world through your nose and have a new experience.

NOSE SHOP Co., Ltd. Representative Director: Tomonobu Nakamori

■ Profile
He is the CEO of NOSE SHOP, Japan's first niche fragrance specialty store. He is responsible for selecting the perfumes they carry and translating their stories, and boasts the widest range of perfumes and the largest volume of translations in Japan. He is also a host on the podcast program "NOSE knows: A Radio Show of Fragrances and Words," and is involved in a wide range of activities with the aim of expanding Japan's perfume market.

"I want to change the culture of fragrance in Japan." NOSE SHOP is a company that deals in niche fragrances that are not yet familiar in Japan, driven by this desire. Its representative, Yuki Nakamori, proposes a new value: "Enriching life through fragrance."

"I didn't do anything." That was everything about me as a student (laughs). I hardly attended classes, drank with friends in the light music club, and worked part-time. I had no goals whatsoever and just went with the flow. A turning point came in my third year of university. My father passed away, and I had to sell the company he was running. That was when I realized for the first time that I had to make a living on my own, but to be honest, I couldn't take action right away. I was just anxious, and I spent my days not knowing what to do. However, something that stuck in my mind at the time was something my father said. Over drinks, he would often talk to me about his work. I often heard him say things like, "Work is hard." But even when he complained, he always seemed to be enjoying himself. Looking back, I think that this was what made me rethink how I wanted to live my life.

■The reality of companies as seen at the National Tax Agency

By the time I graduated from university, I finally felt like I had to work. But I didn't feel like I could get a job at a regular private company. So I chose to become a national civil servant, which I could get as long as I got the right test scores. I think my experience working in corporate tax investigations at the National Tax Agency was a great asset in shaping who I am today. I was able to see the financial situations of various companies and learn from actual numbers which companies were strong and which were weak. I was also able to talk directly to business managers and ask them, "Why did it turn out like this?" In that process, I was able to experience firsthand the fun and difficulties of management.

■ The culture of "fragrance" that I wanted to expand its possibilities in Japan

After working at the National Tax Agency for three years, I decided I wanted to learn more about business on the ground, so I moved to a venture company. There, I had the opportunity to experience the worlds of fashion and cosmetics. Later, while establishing my own company and working in the apparel and cosmetics business, I realized the infinite possibilities of "fragrance." Perfume is not just a product; it has a special power that deeply influences people's memories and emotions. In Europe, the center of perfume culture, fragrance is ingrained in everyday life, and many people enjoy unique niche fragrances—scents with unprecedented innovation in scent, visuals, and story. Meanwhile, I keenly felt that Japan's perfume culture and market were still relatively undeveloped, and the value of enjoying fragrance itself had not yet fully taken root. This sparked a desire to explore the possibilities of fragrance in Japan, a country often referred to as a "perfume desert."

■Opening of "NOSE SHOP" where you can enjoy fragrance freely and casually

In 2017, we opened NOSE SHOP to help establish a new perfume culture in Japan. Our first step was to import and sell niche fragrance brands from around the world. However, this wasn't an easy path. Foreign perfume brands had a strong stereotype of Japan as a country where perfumes don't sell, and we were often turned down by Japanese department stores and commercial facilities, who insisted that perfumes didn't sell there. Still, we didn't give up. We communicated our passion for spreading the appeal of niche fragrances in Japan, gradually gaining their trust and establishing import and sales channels. Furthermore, perfumes have a negative image in Japan. The idea that "overly strong fragrances are a nuisance" and "perfume is for special occasions" are deeply rooted. Therefore, rather than simply importing and selling, we needed an approach that would create a culture where people could enjoy fragrance more intimately. We utilized a variety of ideas, from our store design and casual customer service style to playful content like the Perfume Gacha®, to communicate that "fragrance is fun." This is a select shop that specializes in niche fragrances that are not yet widely known in Japan, but it now has 12 stores nationwide (as of the end of February 2025) and carries over 1,150 types of perfume.

■Enrich your life with fragrance

My goal is to create a society where fragrance is more deeply rooted in everyday life. Wouldn't it be great if we could say to each other, "Today's scent is nice," just like we talk about the weather? Scents have the power to enrich memories and emotions. That's why I want to propose ways to make life richer and more interesting through scent.

■Message to university students

I think student days are a precious time when you can move freely. I myself spent a lot of time lazing around, but in the end, it was a time for me to reflect on myself. There's no need to rush if you can't find what you want to do. As you try different things, you'll surely find your way. And make the most of the title of student. I'm currently going back to graduate school, and I've come to realise that just saying "I'm a student" makes it easier for you to meet all kinds of people. There's no wasted time in life, so I encourage you to go at your own pace and have fun while you go!

Student Newspaper Online December 18, 2024 Hosei University 4th year student Shimada Daiki