Fragrance in Asia is increasingly shaped by cultural storytelling rooted in local identity — from heritage ingredients and regional scent memories to contemporary interpretations of place, ritual, and lifestyle. This session explores how brands and suppliers can translate these cultural narratives into relevant fragrance experiences, while responding to evolving consumer preferences across generations and markets. From authenticity and sustainability in sourcing to shifting expectations around personal meaning, wellness, and everyday wear, the discussion will examine how the industry can stay culturally grounded yet commercially agile in a rapidly changing Asia.