HATAGO Reimagines Kamakura's Scents with Launch of First Four Eau de Parfum Varieties
Key facts
- HATAGO Reimagines Kamakura's Scents with Launch of First Four Eau de Parfum Varieties
- HATAGO, a fragrance brand that designs Japanese regional culture through scent, will launch its first four Eau de Parfum varieties on June 12, 2026, marking its first anniversary. These are re-edited "wearable scents" that capture the world of Kamakura's fragrances, previously offered as diffusers and mists. Through four scents expressing the landscapes and atmospheres of Kamakura, Shichirigahama, Inamuragasaki, and Yuigahama, the brand proposes a new experience of connecting with a place in daily life.
- Source: PR Times
- Date: June 11, 2026
Direct answer
HATAGO, a fragrance brand that designs Japanese regional culture through scent, will launch its first four Eau de Parfum varieties on June 12, 2026, marking its first anniversary. These are re-edited "wearable scents" that capture the world of Kamakura's fragrances, previously offered as diffusers and mists. Through four scents expressing the landscapes and atmospheres of Kamakura, Shichirigahama, Inamuragasaki, and Yuigahama, the brand proposes a new experience of connecting with a place in daily life.
- Citation
- HATAGO Reimagines Kamakura's Scents with Launch of First Four Eau de Parfum Varieties (June 11, 2026), PR Times
- Source
- PR Times
- Date
- June 11, 2026
HATAGO, a fragrance brand that designs Japanese regional culture through scent, will launch its first four Eau de Parfum varieties on June 12, 2026, marking its first anniversary. These are re-edited "wearable scents" that capture the world of Kamakura's fragrances, previously offered as diffusers and mists. Through four scents expressing the landscapes and atmospheres of Kamakura, Shichirigahama, Inamuragasaki, and Yuigahama, the brand proposes a new experience of connecting with a place in daily life.
📋 Article Processing Timeline
- 📰 Published: June 11, 2026 at 10:00
- 🔍 Collected: June 11, 2026 at 10:28 (28 min after Published)
- 🤖 AI Analyzed: June 12, 2026 at 16:52 (30h 24m after Collected)
HATAGO, a fragrance brand that designs Japanese regional culture through scent, will launch its first four Eau de Parfum varieties on June 12, 2026 (Friday), coinciding with its first anniversary.
"Hatago" (traditional Japanese inn) was once a place where travelers could rest and experience the local air and warmth of the people. HATAGO inherits this spirit into the modern era, creating a space to encounter the memories of a place through scent.
The new Eau de Parfum collection reimagines the world of Kamakura's scents, previously developed as fragrance diffusers and mists, as "wearable fragrances." Through four distinct scents that capture the landscapes and atmospheres of Kamakura, Shichirigahama, Inamuragasaki, and Yuigahama, the brand proposes a new experience of connecting with a place in everyday life.
Instead of staying, "connect with a place by smelling it." HATAGO delivers its new form of travel in a more personal scent. This product will be available first at the Kamakura flagship store, with subsequent sales planned for the official online store.
Product Overview
Four Eau de Parfum varieties expressing the scenery and atmosphere of Kamakura
This first Eau de Parfum collection from HATAGO reflects the unique character of each location through scent.
You can enjoy the evolving fragrance on your skin over time.
Volume: 28ml
Price: ¥11,000 (tax included)
Release Date: June 12, 2026 (Friday)
Sales Location: HATAGO KAMAKURA
(2-5-16 Yuigahama, Kamakura City, Kanagawa Prefecture)
KAMAKURA
Where the sea, town, desires, and culture blend
A Kamakura scent created in Paris
SHICHIRIGAHAMA
A glamorous shop overlooking the sea,
with coffee aroma and a hint of seaweed
INAMURAGASAKI
A cape that has watched over magnificent views,
A relaxing woody marine scent with pine and grass notes
YUIGAHAMA
A beach that feels the tolerance and passion of life
Floral jasmine inspired by sakura shells
About HATAGO
HATAGO is a fragrance brand that designs Japanese regional culture through scent.
The name "Hatago" embodies the idea of transforming one's home into a traveler's inn through the scent of "travel memories."
The first chapter focuses on regional characteristics where history and new culture merge. It verbalizes the essence of each seaside town in Kamakura (Kamakura, Shichirigahama, Inamuragasaki, Yuigahama, Enoshima) and reflects it as scent.
The brand is led by Founder and Creative Director Daisuke Noguchi. Starting with the desire to share the view from Inamuragasaki, Kamakura, where his family home was, with the world, he captures the subtle nuances of the terrain, customs, and people's lives to express "the unique air of that place" as scent.
The fragrances were created in collaboration with Jean-Michel Duriez, a perfumer in Paris who has worked on numerous famous scents, and Yuta Watanabe, known as a perfume creator for çanoma. Verbalizing the emotions and culture of various regions in Japan and weaving them into scents. This is the new form of travel that HATAGO aims for.
The flagship store "HATAGO KAMAKURA" on Yuigahama Odori in Kamakura offers a Kamakura experience enjoyed through scent, providing new experiential value to many Kamakura enthusiasts.
Store Name: HATAGO KAMAKURA
Store Address: 2-5-16 Yuigahama, Kamakura City, Kanagawa Prefecture
Product Lineup: Fragrance Diffuser 200ml ¥12,650 (tax included)
Fragrance Mist 100ml ¥8,250 (tax included)
Eau de Parfum 28ml ¥11,000 (tax included)
Fragrance Variations: KAMAKURA, SHICHIRIGAHAMA, INAMURAGASAKI, YUIGAHAMA,
ENOSHIMA
Business Hours: 11:00 AM - 6:00 PM (Closed Tuesdays and New Year holidays)
Brand Site: https://hatago.shop
Instagram: https://www.instagram.com/hatago_kamakura/
"Hatago" (traditional Japanese inn) was once a place where travelers could rest and experience the local air and warmth of the people. HATAGO inherits this spirit into the modern era, creating a space to encounter the memories of a place through scent.
The new Eau de Parfum collection reimagines the world of Kamakura's scents, previously developed as fragrance diffusers and mists, as "wearable fragrances." Through four distinct scents that capture the landscapes and atmospheres of Kamakura, Shichirigahama, Inamuragasaki, and Yuigahama, the brand proposes a new experience of connecting with a place in everyday life.
Instead of staying, "connect with a place by smelling it." HATAGO delivers its new form of travel in a more personal scent. This product will be available first at the Kamakura flagship store, with subsequent sales planned for the official online store.
Product Overview
Four Eau de Parfum varieties expressing the scenery and atmosphere of Kamakura
This first Eau de Parfum collection from HATAGO reflects the unique character of each location through scent.
You can enjoy the evolving fragrance on your skin over time.
Volume: 28ml
Price: ¥11,000 (tax included)
Release Date: June 12, 2026 (Friday)
Sales Location: HATAGO KAMAKURA
(2-5-16 Yuigahama, Kamakura City, Kanagawa Prefecture)
KAMAKURA
Where the sea, town, desires, and culture blend
A Kamakura scent created in Paris
SHICHIRIGAHAMA
A glamorous shop overlooking the sea,
with coffee aroma and a hint of seaweed
INAMURAGASAKI
A cape that has watched over magnificent views,
A relaxing woody marine scent with pine and grass notes
YUIGAHAMA
A beach that feels the tolerance and passion of life
Floral jasmine inspired by sakura shells
About HATAGO
HATAGO is a fragrance brand that designs Japanese regional culture through scent.
The name "Hatago" embodies the idea of transforming one's home into a traveler's inn through the scent of "travel memories."
The first chapter focuses on regional characteristics where history and new culture merge. It verbalizes the essence of each seaside town in Kamakura (Kamakura, Shichirigahama, Inamuragasaki, Yuigahama, Enoshima) and reflects it as scent.
The brand is led by Founder and Creative Director Daisuke Noguchi. Starting with the desire to share the view from Inamuragasaki, Kamakura, where his family home was, with the world, he captures the subtle nuances of the terrain, customs, and people's lives to express "the unique air of that place" as scent.
The fragrances were created in collaboration with Jean-Michel Duriez, a perfumer in Paris who has worked on numerous famous scents, and Yuta Watanabe, known as a perfume creator for çanoma. Verbalizing the emotions and culture of various regions in Japan and weaving them into scents. This is the new form of travel that HATAGO aims for.
The flagship store "HATAGO KAMAKURA" on Yuigahama Odori in Kamakura offers a Kamakura experience enjoyed through scent, providing new experiential value to many Kamakura enthusiasts.
Store Name: HATAGO KAMAKURA
Store Address: 2-5-16 Yuigahama, Kamakura City, Kanagawa Prefecture
Product Lineup: Fragrance Diffuser 200ml ¥12,650 (tax included)
Fragrance Mist 100ml ¥8,250 (tax included)
Eau de Parfum 28ml ¥11,000 (tax included)
Fragrance Variations: KAMAKURA, SHICHIRIGAHAMA, INAMURAGASAKI, YUIGAHAMA,
ENOSHIMA
Business Hours: 11:00 AM - 6:00 PM (Closed Tuesdays and New Year holidays)
Brand Site: https://hatago.shop
Instagram: https://www.instagram.com/hatago_kamakura/
FAQ
What is the concept behind HATAGO's Eau de Parfum?
The concept is to reimagine Kamakura's landscapes and atmosphere as "wearable scents" that allow users to feel a connection to the place.
What are the fragrance lineup options?
The lineup includes four scents inspired by the regions of Kamakura, Shichirigahama, Inamuragasaki, and Yuigahama.
What is the meaning behind the brand name "HATAGO"?
It embodies the spirit of a traditional "Hatago" (inn), evoking travel memories through scent and transforming one's home into a traveler's lodging.
Who is responsible for the fragrance creation?
The fragrances are created by Parisian perfumer Jean-Michel Duriez and fragrance creator Yuta Watanabe.
When and where will it be released and sold?
It will be pre-released on June 12, 2026 (Friday) at the flagship store "HATAGO KAMAKURA" in Kamakura, with subsequent sales planned for the official online store.