When NOTE Transforms Scent into a Cultural Experience for Creative Tourism
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According to VietnamToday - Vietnam's first national external television channel:
"Perfume is positioned not just as a product, but as a cultural narrative with a strong connection to the younger generation. More and more Vietnamese brands are leveraging local identity as a competitive advantage, turning scent into a sophisticated medium to promote Vietnam to the world."
In this flow of innovation, NOTE - The Scent Lab has emerged as a creative model where perfumery, experiential workshops, and cultural tourism intersect, offering a distinctively different approach to Vietnamese identity.
When Vietnam is Experienced Through the Olfactory Sense
The Art of Keeping Memories
Crafting an invisible thread of scent that forever ties your heart to Vietnam, distilling the fleeting beauty of a travel memory into an everlasting scent.
Familiar ingredients from Vietnamese life, when translated into the language of scent, cease to be simple notes. They become cultural symbols, evoking regions, climates, rhythms of life, and traditions. For international visitors, this is a unique way to approach Vietnam: quiet, requiring no translation, yet lingering long in the memory.
NOTE and the Vision of Telling Vietnam’s Story Through Scent
In an interview with VietnamToday, Mr. Viet - Director of NOTE - shared:
"We want to create products so that when international guests visit, they can tell the story of Vietnam, speak of Vietnamese craftsmanship, and have something tangible to yearn for when they return to their home countries."
For NOTE, perfume is not merely a retail item; it is a storytelling medium. Through scent, customers, especially tourists, engage with Vietnam in a very personal way. "Through scent, customers learn about Vietnam, about our stories and our traditions," Mr. Viet added.
It is this approach that has positioned NOTE not only within the fragrance industry but also within the broader picture of experiential tourism and the creative economy in Vietnam.
Workshops at NOTE: When tourism becomes a scented memory
The workshop space at NOTE is designed as a "scent storytelling room." Here, perfume is not introduced through technical jargon but begins with down-to-earth questions about personality and daily preferences.
From those answers, participants are guided to explore scent groups that bear the mark of Vietnam: fresh, herbal, tea, floral, and indigenous fruits. Each scent is introduced with a story about its origin, its land, and the cultural significance behind it.
The uniqueness of a workshop at NOTE lies not in "DIY mixing," but in the dialogue: participants are directly guided by scent consultants, opening a conversation with themselves and with Vietnam.
As notes are selected, discarded, or adjusted, participants realize that the perfume they are creating is unlike any bottle they have bought before. It doesn't chase trends, nor does it try to mimic famous brands. It reflects their personality, their emotions, and their perspective on Vietnam at that very moment.
A souvenir that carries Vietnam on the journey home
For many international travelers, the perfume workshop at NOTE becomes one of the most memorable experiences of their trip. Not just because they crafted a scent with their own hands, but because they are taking home a memory that can be uncorked.
From this perspective, perfume transcends being a consumer product to become a form of cultural souvenir - more refined than a postcard, longer-lasting than a photograph, and more personal than any trinket.
The "slow but seep" strategy of a young Vietnamese brand
As a purely Vietnamese brand, NOTE has chosen a slow, deliberate approach to the market. Instead of mass coverage, the brand focuses on building trust through product quality, a creative team, and deep experiences. Through direct engagement, customers understand why a scent is crafted a certain way, why Vietnamese identity is placed at the center, and why NOTE chooses a path different from the crowd.
We are honored to be listed in the Tripadvisor Travellers' Choice Award 2025, placing us in the top 10% of businesses worldwide based on actual traveler experiences and voted directly by the user community on Tripadvisor - the world's leading travel review platform. This is not only a recognition of service quality but also a testament to NOTE's persistent efforts to bring the scent of Vietnam closer to international friends through creative, personalized, and culturally rich experiences.
The Travellers' Choice Award is based entirely on public, independent, and authentic reviews over 12 months. It is the voice of those who have experienced it firsthand, serving as proof that a "slow but sure" approach has helped the brand build a community - people who don't just buy perfume, but empathize with the story behind the scent.
From a broader perspective, the emergence of NOTE and similar brands signals a remarkable shift: perfume is gradually becoming part of Vietnam's creative industry, carrying identity beyond the domestic market.
When scent is placed in the context of culture, tourism, and experience, it is sold not only to Vietnamese people but also has the power to travel with tourists to the world - as a soft but enduring way of storytelling about Vietnam.
By answering questions about myself and how others perceive me, I was able to craft a scent that perfectly fits my personality. I truly believe I couldn't find a fragrance like this from any other brand - it’s something that could only be created right here.
NOTE carries Vietnam far and wide, in the softest way
No noise, no ostentation. NOTE chooses to tell the story of Vietnam through gentle notes, through workshops, through personalized experiences, and through the belief that: When a scent is created from understanding and refinement, it becomes something to remember, to retell, and to carry with you for a long time.
If you are looking for a distinct travel activity, where memory, culture, and personality are distilled into fragrance, visit NOTE - The Scent Lab. Here, you can craft your own scent and take home a very personal piece of Vietnam to remember, to tell, and to return to.
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