{
  "id": 9476802,
  "title": "Firms turn to fragrance to foster employee unity and brand strategy",
  "url": "https://urgent.news/2026/09/24/firms-turn-to-fragrance-to-foster-employee-unity-and-brand-strategy",
  "topic": "business",
  "section": "Business",
  "published": "2026-09-24T02:23:00.000Z",
  "source": {
    "name": "Japan Times",
    "slug": "japan-times",
    "url": "https://www.japantimes.co.jp/business/2026/09/24/companies/japan-firms-fragrance-employee-unity/"
  },
  "original_language": "en",
  "account": "Companies across various industries are increasingly leveraging fragrance to foster a sense of unity among employees, promote their brand image, and enhance workplace environments. By appealing to the intuitive and memorable sense of smell, these organizations aim to create consistent corporate identities while ensuring pleasant workspaces. Mitsubishi UFJ Financial Group (MUFG), for instance, has developed its own signature scent, \"MUFG Fragrance,\" which is described as a refreshing aroma reminiscent of a forest. This scent was chosen after employees and customers voted on three finalists, with 90% of the voters expressing positive reactions. The fragrance will be introduced in MUFG's reception areas and other spaces at its Tokyo headquarters, with plans to expand its use to branches. The concept behind this initiative is to bolster employee cohesion and reinforce the company's brand strategy. Similarly, NEC has utilized generative artificial intelligence technology to create a variety of aromas tailored to different work scenarios. Employees can select and use these scents, which are available as aroma oils, to boost their work efficiency. A survey revealed that approximately half of the users experienced improved productivity. NEC is contemplating the development and sale of original fragrances to other sectors such as manufacturing and transportation. Other firms, including household products maker S.T., are also investigating the potential of scent in workplace management, particularly focusing on health-oriented strategies. S.T. aims to provide aroma oils and other scent-related products to local governments and businesses as part of its growth strategy.",
  "summary": "By tapping into the sense of smell, companies aim to establish a consistent corporate image while creating pleasant workplace environments.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}