That Iconic Japanese Fragrance... Did You Know Its Ingredient Was the 'Toilet Flower'? [Sunday Culture]

Osmanthus Once Planted Next to Traditional Toilets
‘Osmanthus = Bathroom’ Image Cemented by Use in Air Fresheners
Rediscovered Over Time by Millennials and Gen Z
Now a Popular Product Throughout Japan

"For those who love Osmanthus fragrance, take note! Here is a collection of must-have products you should buy when visiting Japan."

Since last year, there have been ongoing recommendations across social media platforms for must-buy items in Japan featuring Osmanthus fragrance. There are so many varieties, including body washes, body lotions, hand creams, and bath additives. Just seeing the image of Osmanthus printed on the product packaging makes you feel as though a sweet, fragrant scent is wafting your way.

In Japan, Osmanthus is the flower that heralds the arrival of autumn. When Osmanthus-scented products begin to appear, people there feel that summer has ended and autumn is approaching. However, did you know that Osmanthus was originally considered an unremarkable "bathroom flower" even in Japan? Today, I want to share some stories about Osmanthus in Japan.

Osmanthus is known to have been introduced to Japan from China during the Edo period. In Japan, it's common to hear the saying, "Gardenias in summer, Osmanthus in autumn," symbolizing autumn with this flower. The name "Kinmokusei" (金木犀) comes from its golden-yellow blossoms and bark that resembles the skin of a rhinoceros. That's why the character "犀", meaning rhinoceros, appears at the end of its name.

Although the blossoms are small, Osmanthus has a uniquely sweet and fragrant aroma. This scent is due to a combination of components that create fruit-like notes, reminiscent of peaches and apricots, as well as chemical compounds found in violets. Some say that Japan has an unusually high number of male Osmanthus trees; this is because, when the plant was introduced from China, male trees with stronger fragrance were mostly imported. As propagation was largely done via cuttings, the prevalence of male trees—producing stronger scents—increased.

So, where was this strongly-scented Osmanthus used? For starters, Japanese temples and shrines planted Osmanthus trees believing their strong fragrance would ward off bad luck. Ordinary people, meanwhile, planted Osmanthus next to traditional toilets, or outhouses. Historical records indicate that even in the Edo period, flowers were hung near toilets to mask unpleasant odors, and from the Meiji era through the early Showa period it was common to plant Osmanthus around these traditional toilets. As a result, Osmanthus was once called the "toilet flower" (便所花). Even today, some elderly Japanese people still refer to the plant by that name.

Kinmokusei-scented Toilet Deodorizer sold by Kobayashi Pharmaceutical in Japan. Kobayashi Pharmaceutical.

With the advent of air fresheners using Osmanthus, its association with the bathroom became even stronger. In 1978, Kobayashi Pharmaceutical released a toilet deodorizer featuring Osmanthus fragrance, inspired by Osmanthus bushes planted near toilets. Afterward, competing firms also released Osmanthus-scented products, and for the next 20 years, Osmanthus became the quintessential fragrance for Japanese toilet deodorizers. Many middle-aged and older people in Japan today still associate the scent of Osmanthus with toilet air fresheners.

In the 1990s, as Western-style flush toilets became widespread and a variety of advanced deodorizing products were developed, the popularity of Osmanthus began to fade. There was no longer a need for powerful scents to mask bad odors, and the introduction of alternatives like lavender, soap, and lemon provided broader options for consumers. The strong association between Osmanthus and toilets also made companies reluctant to use the fragrance. As a result, most firms discontinued their Osmanthus-scented toilet deodorizers, and today only Kobayashi Pharmaceutical continues to sell one. According to a Kobayashi Pharmaceutical representative quoted in the Sankei Shimbun, they cannot discontinue the product because it still has a loyal following among older consumers.

Various osmanthus-scented products sold by Biore Japan. They range from cleansing products such as facial cleansers to lotions. Biore.

So, who is behind the revival of Osmanthus fragrance today? It's none other than Japan’s Millennials & Gen Z. These are younger people for whom the connection to old-style toilets is much weaker. To them, Osmanthus is not a toilet deodorizer, but simply the scent they remember from walks to and from school in autumn—a sentimental symbol of the season. That's why, in recent years, there has been a new Osmanthus boom in Japan, with cafes introducing Osmanthus-blended teas in autumn and companies releasing chewing gum with Osmanthus notes.

The cosmetics industry was quick to capitalize on this shift, launching limited-edition seasonal products such as body washes, hand creams, perfumes, and bath additives featuring Osmanthus fragrance every autumn.

Isn't it fascinating how different generations associate the same scent with completely different memories? If you ever use an Osmanthus-scented product, I hope you'll remember this curious little story.

This content was produced with the assistance of AI translation services.