Brand Story | Reweaving culture and sensibility into daily life

MCKK is a fragrance brand based on the concept of cultivating a "sense of detour." We reinterpret the concepts of "activities that cannot be measured by efficiency" and "the beauty of imperfection" that are deeply rooted in Japanese culture, and rework them into experiences that fit into modern life.

By creating products together with skilled artisans from all over the country, we will shed light on cultural practices rooted in various regions, such as handcrafts and natural materials, and create experiences that open the senses through scents and gestures.

Our goal: living with culture

We are working to pass on to the next generation the "locally rooted cultures and industries" that still exist in various parts of Japan.

The culture and wisdom of life born from the local climate and history are passed down to future generations as traditional and valuable things. However, these things are becoming increasingly alienated from the values ​​of modern society and are being lost from our daily lives.

We delve deep into the background of Japanese culture, traditions, techniques, customs, and craftsmanship, and from there unravel the spirituality that is relevant to modern life. We then translate this culture into new forms of products and experiences that can be incorporated into everyday life.

We reinterpret culture, apply it to modern life, and embrace new cultures and encounters. Through this cycle of exploration and reinterpretation, we will pass on culture to the next generation.

A modern issue where activities and sensibilities are put on the back burner

Before starting MCKK, founder Uruma worked in the rapidly growing startup industry. While he saw potential in that world, he also felt uncomfortable with the way that unquantifiable activities and tangible activities were neglected.

Decisions based on rationality have created new value in society. On the other hand, excessive efficiency can lead to the perception of cultural activities such as manufacturing that makes use of the local climate and traditional local customs and festivals as "unproductive," weakening connections with society.

Nowadays, the idea of ​​"cutting out anything that seems inefficient" is becoming widespread in people's daily lives. Perhaps people are prioritizing short-term goals so much that they lose time to reflect on their own feelings and actions.

Sensitivity rooted in human activities is quietly disappearing. In order to address this situation, MCKK aims to nurture each individual's sensibility through products and experiences.

The "sensibility of taking a detour" - finding enjoyment in the process

MCKK calls the spirit of valuing "the journey itself that leads somewhere" found in Japanese culture the "sensibility of detours," and aims to nurture this.

Rather than pursuing the completion of something that has been calculated thoroughly or results that can be measured in numbers, simply reach out for the pleasure that is right in front of you and spend time feeling enriched, no one but you.

Perhaps there is no need for a destination at all. Caring for and appreciating bonsai, which live longer than humans. Serving tea with a spirit of hospitality while adhering to many prescribed gestures and procedures. Perhaps the Japanese "richness" that has been cherished since ancient times was born from the free time that, from our modern perspective, might be considered a "detour."

Spending time on activities that open up your sensibilities and finding play and joy in the act itself is what MCKK calls the "sensibility of detours," and it is this sensibility that we hope to cultivate.

"Make taking detours a part of your daily life"

Through products and experiences, we can reconnect with our own sensibilities and physicality. MCKK gently brings this feeling, which tends to drift away, into our daily lives.

Learning from "Monkou": How to Deal with Physicality

While thinking about ways to incorporate the "sense of detours" into daily life, we came across the ancient culture of "Kodo" (the art of incense), and found great inspiration in the "Monko" (incense appreciation) method within it.

"Monkoh" is the act of burning agarwood, a rare tree found only in Southeast Asia, and appreciating its fragrance. Because it requires concentration and listening, it has been described as "listening" to the scent rather than "smelling."

In the art of incense, there is a game called "Kumiko," in which you listen to and identify the scents of several types of fragrant wood. What is important here is not whether you arrive at the correct answer, but the senses involved in the process of distinguishing the scents . Through the experience of "how this scent felt today," which changes depending on your physical condition and the weather, you can learn about your own state of mind, and enjoy learning about the changing seasons that are embodied in the way the fragrant wood is put together, as well as cultural references used in waka poetry and other forms.

It was truly an act of confronting one's own physicality, and finding enjoyment in the journey to a new destination .

Using scent as a tool to confront physicality

Since ancient times, fragrance has been regarded as something that expresses one's identity by wearing it on one's body or letting it waft through the air. At the same time, fragrance has also played a role in helping people turn inward, as scented items have been used as talismans and barriers.

Nowadays, we are losing opportunities to confront our own physicality and become absorbed in something based on our own standards, which are different from efficiency or productivity. Fragrance can be an important tool to help us shift our perspective from a rational society to our inner selves.

The gestures that lead to a detour

In Japan, there is a philosophy that values ​​behavior. In the tea ceremony and the art of incense appreciation, ritualistically determined behavior creates boundaries and playfulness, and serves as an opportunity to open up the senses.

Taking inspiration from this, MCKK will combine scent and gesture to provide a tool to help you become absorbed in something.

Continuing to encounter land and industry

MCKK will encounter and learn from the cultures and industries rooted in each region of Japan, and create products and experiences. We will begin our work to reinterpret culture and connect it with modern life on Awaji Island, where Japan's fragrance culture was nurtured.