The Rise of Scent Culture in South Korea
Written by Ally Santos
The fragrance world is expanding and few places are moving as fast or as curiously as South Korea. Once dominated by soft florals, citrusy spritzes, and classic designer staples, the Korean fragrance market is undergoing a quiet transformation.
Photo provided by the store
One among those at the forefront of this scented shift is Arokor Parfumerie, a Seoul-based niche fragrance distributor and online retail platform founded in 2022 by Alex Cho, a passionate scent enthusiast with a vision for something more.
“Before the pandemic, the Korean market was mostly fresh, fruity, and designer-driven,” Alex shares. “Fragrance was seen more as a luxury item, not something tied to daily lifestyle. But around 2020 to 2022, everything changed.”
Korea, often known as a culture of aesthetic conformity, found a new outlet for individual expression during lockdown: fragrance. Blind buys exploded, interest in niche houses surged, and by 2025, a wave of so-called “fragheads” has emerged—curious, passionate, and deeply informed.
Seoul / Photo credit: Pexels
Scent Preferences, Shifting Tastes
Korean noses still lean toward the clean: citrus, floral, and fruity notes continue to be favorites. But today’s consumers are branching out; woody compositions, light ouds, aldehydes (especially soapy ones), and even gourmands are gaining traction.
“There’s still some resistance to intense oud,” Alex laughs. “But fragrances like Fragrance du Bois’s Oud Collection have opened the door. Koreans love soapy, clean scents, which ties to their interest in aldehydes.”
And interestingly, generational divides are subtle. “Gen Z and younger millennials have similar tastes,” he notes. “Even older millennials still gravitate toward florals. But now, even Boomers are curious.”
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One of Arokor’s biggest hits? God of Fire by Stéphane Humbert Lucas, a fragrance that launched at just the right moment during its global viral peak. More recently, the success of Boadicea the Victorious has cemented Arokor’s reputation for knowing what will resonate.
And what about Korean fragrance brands? “There are a few exciting ones,” Alex says. Villa Erbatium is a standout; creative, high-quality, and international-ready. Born To Stand Out, created by Jun Lim, is another. “Jun pushed boundaries. His scents are unapologetic, and people love that.”
While Korean perfumers are just starting to explore their olfactive identity, the use of traditional ingredients and cultural references is slowly becoming more common. “The Korean scent identity is still forming, but there’s real potential there.”
From Luxury to Lifestyle
Fragrance in Korea is no longer just a finishing touch for special occasions. It’s becoming a lifestyle element—part of personal wellness, identity, and self-expression. That shift is largely thanks to increased exposure: more online resources, more global creators, and more accessible storytelling.
“In the past, Korean consumers relied heavily on influencers for information,” says Alex. “But today, people are doing their own research. They’re even following English-speaking creators and forums. The curiosity has grown.”
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Platforms like Instagram, YouTube, and the Korean Naver Café Hyang-Sa have become key places for discovery. Surprisingly, TikTok still lags behind in Korea’s fragrance community.
Since 2022, Alex has been quietly building something meaningful. What started with a few curated luxury houses—names like Sospiro, Stéphanie Humbert Lucas, and Widian—soon evolved into a collection guided by emotion, artistry, and story. A strong influence came from niche perfume creators and tastemakers online, with Demi Rawling being one of the sparks that shaped his early vision.
“What we look for in a brand is more than just popularity,” Alex says. “It’s about creativity, heritage, and the story behind the scent. Korean consumers are very discerning. They’ll research everything before they commit. Quality matters more than quantity.”
That approach has resonated. As more consumers explore beyond mainstream designer offerings, the appetite for something more meaningful, more personal—is growing.
Looking Ahead
Compared to Japan’s more methodical and mature market, Korea is explosive, new brands, fresh launches, and a hunger for novelty. Korea also has one big advantage: spending power.
“Korea was recently ranked #1 in fragrance spending globally,” Alex notes. “There’s a big luxury movement here, and that makes the market incredibly welcoming for niche brands.”
The future of fragrance in Korea? It’s only getting brighter and bigger.
“In five years, I believe the Korean fragrance market will double. The appetite is there. More people want storytelling, uniqueness, and emotional connection. And that’s what niche perfumery is all about.”
When asked about dream collaborations, Alex lights up. “We’d love to bring Roja to Korea. And Vilhelm Parfumerie—it’s not here yet, but it should be.”
In a country where skincare once reigned supreme, scent is quickly becoming the next frontier of identity and artistry. Korea isn’t just catching up—it’s setting the pace.