Ito En Establishes New Company for In-House Venture Fragrance Brand "Crazy Jasmine"
Ito En has established "Crazy Jasmine Tokyo Co., Ltd." on May 1, 2026, to operate "Crazy Jasmine," a jasmine-focused fragrance brand born from its in-house venture system. The brand gained significant traction through social media and three years of validation, leading to its commercialization.
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- 📰 Published: May 1, 2026 at 18:30
- 🔍 Collected: May 1, 2026 at 10:01
- 🤖 AI Analyzed: May 1, 2026 at 23:44 (13h 42m after Collected)
Ito En Co., Ltd. (President: Daisuke Honjo, Headquarters: Shibuya-ku, Tokyo) has established a new company, "Crazy Jasmine Tokyo Co., Ltd.," on May 1, 2026, to fully launch the "Crazy Jasmine" brand, a fragrance brand specializing in jasmine scents that originated from its in-house venture system. This initiative is part of the key strategy "Creation of New Businesses" outlined in its mid-term management plan (fiscal year April 2025 - April 2029). The brand has garnered significant attention through social media, with many products selling out at recent pop-up stores. Pre-orders, launched after production capacity recovered, also received an overwhelming response, indicating strong support. This market feedback and approximately three years of validation led to the establishment of the new company.
"Crazy Jasmine" E-commerce site: https://shop.itoen.jp/crazyjasmine/index.html
**A Challenge into a New Field, Born from Ito En's "Aroma Expertise"**
"Crazy Jasmine" is a fragrance brand with the concept of reproducing the scent of "freshly bloomed jasmine." An employee who had been involved in jasmine tea package design for many years at the company applied to the in-house venture system in fiscal year 2022. Starting from their personal experience of being captivated by the scent of jasmine flowers they cultivated, the brand was launched with the proposal of "enjoying the scent of freshly bloomed jasmine all year round."
Jasmine flowers vary in shape and scent depending on the variety, and many are "one-day flowers," so opportunities to experience the scent of fresh flowers are rare. "Crazy Jasmine" leverages the aroma expertise cultivated through jasmine tea production, pursuing a natural and transparent scent expression through repeated fragrance analysis and customer hearings.
The brand name "Crazy Jasmine" embodies the feeling of being crazy about and deeply in love with jasmine. The vision is to expand the business with the aim of healing hardworking people around the world with the scent of jasmine.
**Commercialization Driven by Social Media Empathy and Three Years of Validation**
"Crazy Jasmine," commercialized in 2023 through the in-house venture system, has developed products such as eau de parfum, aroma oils, home fragrances, and hand creams. It has undergone approximately three years of validation through limited-time pop-up stores, mainly in department stores, and e-commerce sales.
During this process, empathy spread through social media, leading to an increase in customers visiting stores specifically for the brand and repeat customers who continued to purchase after experiencing the scent. At recent pop-up stores, products sold out one after another, confirming the business's growth potential and sustainability.
This initiative is a symbolic example of Ito En's in-house venture system, which fosters businesses from employee challenges through validation, and is positioned as one of its new business creation models.
**About the Main Products**
"Crazy Jasmine" focuses on jasmine varieties and scents, leveraging the "aroma" expertise cultivated by the company through tea production. As a brand that proposes the experience of "enjoying natural jasmine scents all year round," it primarily offers perfumes, home fragrances, and body care products.
**No.1 Jasmine Sambac Eau de Parfum**
6,820 yen (tax included)
Jasmine used to scent jasmine tea. The pure, fresh jasmine scent, as if from a freshly bloomed flower itself, calms the mind and leaves a lingering impression. It is a single-note perfume without a base note, so the pure jasmine scent spreads from the moment it is applied and gently fades over time. This is recommended for when you want to refresh or uplift your mood.
**No.1 Jasmine Sambac Aroma Oil**
4,950 yen (tax included)
This popular jasmine aroma makes you want to drink jasmine tea. It reproduces the scent of a freshly bloomed flower, characterized by a refreshing coolness. Drip it onto sola flowers or aroma stones to enjoy a refreshing time enveloped in a pleasant scent.
**No.1 Jasmine Sambac Hand & Nail Cream**
2,750 yen (tax included)
Formulated with hyaluronic acid to moisturize hands and nails, keeping them hydrated. Its light, non-sticky texture allows for smartphone operation immediately after application. The gorgeous scent of freshly bloomed Jasmine Sambac gently spreads from your fingertips, allowing you to enjoy a relaxed mood. For "jasmine lovers" who adore jasmine.
"Crazy Jasmine" E-commerce site: https://shop.itoen.jp/crazyjasmine/index.html
**A Challenge into a New Field, Born from Ito En's "Aroma Expertise"**
"Crazy Jasmine" is a fragrance brand with the concept of reproducing the scent of "freshly bloomed jasmine." An employee who had been involved in jasmine tea package design for many years at the company applied to the in-house venture system in fiscal year 2022. Starting from their personal experience of being captivated by the scent of jasmine flowers they cultivated, the brand was launched with the proposal of "enjoying the scent of freshly bloomed jasmine all year round."
Jasmine flowers vary in shape and scent depending on the variety, and many are "one-day flowers," so opportunities to experience the scent of fresh flowers are rare. "Crazy Jasmine" leverages the aroma expertise cultivated through jasmine tea production, pursuing a natural and transparent scent expression through repeated fragrance analysis and customer hearings.
The brand name "Crazy Jasmine" embodies the feeling of being crazy about and deeply in love with jasmine. The vision is to expand the business with the aim of healing hardworking people around the world with the scent of jasmine.
**Commercialization Driven by Social Media Empathy and Three Years of Validation**
"Crazy Jasmine," commercialized in 2023 through the in-house venture system, has developed products such as eau de parfum, aroma oils, home fragrances, and hand creams. It has undergone approximately three years of validation through limited-time pop-up stores, mainly in department stores, and e-commerce sales.
During this process, empathy spread through social media, leading to an increase in customers visiting stores specifically for the brand and repeat customers who continued to purchase after experiencing the scent. At recent pop-up stores, products sold out one after another, confirming the business's growth potential and sustainability.
This initiative is a symbolic example of Ito En's in-house venture system, which fosters businesses from employee challenges through validation, and is positioned as one of its new business creation models.
**About the Main Products**
"Crazy Jasmine" focuses on jasmine varieties and scents, leveraging the "aroma" expertise cultivated by the company through tea production. As a brand that proposes the experience of "enjoying natural jasmine scents all year round," it primarily offers perfumes, home fragrances, and body care products.
**No.1 Jasmine Sambac Eau de Parfum**
6,820 yen (tax included)
Jasmine used to scent jasmine tea. The pure, fresh jasmine scent, as if from a freshly bloomed flower itself, calms the mind and leaves a lingering impression. It is a single-note perfume without a base note, so the pure jasmine scent spreads from the moment it is applied and gently fades over time. This is recommended for when you want to refresh or uplift your mood.
**No.1 Jasmine Sambac Aroma Oil**
4,950 yen (tax included)
This popular jasmine aroma makes you want to drink jasmine tea. It reproduces the scent of a freshly bloomed flower, characterized by a refreshing coolness. Drip it onto sola flowers or aroma stones to enjoy a refreshing time enveloped in a pleasant scent.
**No.1 Jasmine Sambac Hand & Nail Cream**
2,750 yen (tax included)
Formulated with hyaluronic acid to moisturize hands and nails, keeping them hydrated. Its light, non-sticky texture allows for smartphone operation immediately after application. The gorgeous scent of freshly bloomed Jasmine Sambac gently spreads from your fingertips, allowing you to enjoy a relaxed mood. For "jasmine lovers" who adore jasmine.