Japanese beverage company, Ito En, has been garnering attention with their 'Perfume Brand' — a term used to refer to the unique branding and marketing strategy that has boosted their popularity. While the specifics of their strategy have not been publicly disclosed, the company's innovative approach to product development and marketing has attracted interest, leading to an increase in sales and positive consumer outlook.

In Japan, the branding style utilized by companies, such as Ito En, which compares their product to perfume in terms of premium quality and desirability, is an effective marketing trend. Japanese consumers value quality and are willing to pay extra for products they perceive to be premium or unique. This, in addition to craft product storytelling, is a key driver of purchasing decisions in Japan.

In the US or EU, similar branding tactics can be seen. For instance, certain companies elevate their brand by associating their products with luxury or high-end experiences. However, the direct comparison with a perfume brand as a tool for evoking a sense of luxury is distinctly Japanese.