Nobuaki Sato 
Why Rituals Matter When Creating Incense
Every fragrance begins with intention. It shapes a moment gently — altering how that moment is felt before we are fully aware of it. When working with something this subtle, the way we begin matters — a measured approach brings clarity, allowing us to slow our pace and define our mindset before creating anything tangible.
In Japan, small rituals have long served this role: a brief pause, a breath, a simple gesture marking the transition from everyday movement to a more intentional state. As we prepared to release the Lei Incense Collection, we felt it was important to start with such a moment — not to make the beginning dramatic, but to acknowledge it with quiet honesty before bringing this collection into the world.
What a Blessing Means in Japan
In Japan, a blessing is not a religious declaration. It is a way of preparing — a deliberate pause made before something begins. People visit shrines at moments of transition, not to express belief, but to recognize change and align themselves with it. A blessing creates a brief clarity that signals, “What follows matters.”
The act itself is modest: a few words spoken, a shared silence, a moment to reset before moving forward. Seen this way, a blessing becomes less about ritual form and more about setting a tone — acknowledging that beginnings carry weight and deserve to be approached with intention.
Why we performed a blessing for the Incense Collection
Incense in Japan unites flame, scent, gesture, and the quiet interval between them — a cultural practice shaped by reflection. Because of this, incense is closely tied to how a beginning is marked. Unlike diffusers or perfumes, incense starts with a small act: a flame, a pause, a deliberate breath.
We wanted the introduction of this collection to reflect that sensitivity. For us, a blessing is not belief but alignment — a quiet way to honor a beginning and bring clarity to the creative process. Choosing to perform one was an extension of our values: care for beginnings, attention to the unseen, and letting the collection enter the world with the same intention each stick of incense invites.
Why Yoyogi-Hachiman Shrine
Yoyogi-Hachiman Shrine stands in the same neighborhood we call home. Its presence is part of the daily rhythm that surrounds our boutique — not a destination set apart, but a place woven naturally into the life of Yoyogi.
We chose this shrine because beginning this collection in the place where we work and create felt sincere. Marking the start here carried a quiet significance: rooting it in the environment that shapes everything we make.
We were not seeking ceremony, but alignment — a beginning made in a setting that reflects our values: measured, understated, and connected to everyday life.
How We Hope You’ll Receive the Incense Collection
Incense is a modest companion. It shifts the air subtly — and with it, the way we experience a moment. The Lei Incense Collection was created for these everyday transitions: the end of a long day, the moment before stepping outside, or a pause taken to return to yourself.
Lighting incense begins with a small gesture: a flame, a breath, a brief pause. That intention is part of the experience. Our hope is that these scents find their place in the moments that shape your day — not forced, but discovered naturally. A soft transition, a measured beginning you choose.