Cultural Roots

REWRITING THE NARRATIVE

At JILI, we believe fragrance is storytelling. And for too long, Asian stories have been told by someone else.

The perfume industry has historically grouped all of Asia under the outdated label “oriental,” oversimplifying the rich, diverse cultures into a single category.

These scents were rarely created with real cultural context, often designed by perfumers with no connection to the people, rituals, or ingredients they referenced.

We’re here to change that.

JILI aims to honor Asian culture by grounding every scent in tradition and respect.

LEARN WITH JILI

Matcha: Redefining Its Fragrance in Perfume

The True Aroma of Matcha In Japanese culture, matcha is prepared in a practice that emphasizes mindfulness, humility, and intention. Ceremonial matcha is grassy and rich—prepared in meditative rituals that...

Matcha: Redefining Its Fragrance in Perfume

The True Aroma of Matcha In Japanese culture, matcha is prepared in a practice that emphasizes mindfulness, humility, and intention. Ceremonial matcha is grassy and rich—prepared in meditative rituals that...
Black Tea: A Daily Ritual Across Asia

Tea Across Borders Black tea is far more than just a flavor or a perfume note—it’s a cornerstone of East Asian hospitality, mindfulness, and cultural identity. In China, Taiwan, Japan,...

Black Tea: A Daily Ritual Across Asia

Tea Across Borders Black tea is far more than just a flavor or a perfume note—it’s a cornerstone of East Asian hospitality, mindfulness, and cultural identity. In China, Taiwan, Japan,...
Rice & Silk: The Scent of Familiarity

The Everyday Ritual In many Asian households, the scent of warm rice is an emotional anchor, tied to care, tradition, and the feeling of home. Silk, representing elegance and longevity,...

Rice & Silk: The Scent of Familiarity

The Everyday Ritual In many Asian households, the scent of warm rice is an emotional anchor, tied to care, tradition, and the feeling of home. Silk, representing elegance and longevity,...
Lychee: A Fruit With Cultural Depth

Lychee in East Asian Culture Lychee isn’t just a fruit—it’s a cultural symbol. In Chinese tradition, lychee represents love, celebration, and summer’s arrival. It’s tied to festivals, family gatherings, and...

Lychee: A Fruit With Cultural Depth

Lychee in East Asian Culture Lychee isn’t just a fruit—it’s a cultural symbol. In Chinese tradition, lychee represents love, celebration, and summer’s arrival. It’s tied to festivals, family gatherings, and...