As a major partner of the Asia Perfume Show, CPL Aromas is supporting this new edition dedicated to Asia’s fragrance scenes. Nelly Di Mercurio, Global Marketing & Communications Director at the fragrance house, explains the reasons behind this commitment, Asia’s strategic importance for the group, and the key issues that will be explored during two talks focusing on Southeast Asia and South Korea.
Interview by Guillaume Tesson
Why did CPL Aromas choose to partner with the Asia Perfume Show?
The partnership felt like a natural fit. Asia is a strategic region for CPL Aromas and one of the pillars of our long-term growth ambitions in fine fragrance. In recent years, we have significantly strengthened our presence in the region, notably through the development of our creative centre in Bangkok and our Fine Fragrance Centre of Excellence in Shanghai. These investments reflect a strong conviction: innovation and creativity are most relevant when they are developed as close as possible to consumers, cultures and the realities of each individual market.
As an international fragrance house, we see tremendous opportunities across Asia today, from well-established markets such as South Korea and China to rapidly growing markets throughout Southeast Asia. In this respect, the Asia Perfume Show provides a particularly valuable platform to meet industry professionals, emerging brands and fragrance enthusiasts, while contributing to a broader conversation about the future of the industry in the region.
We were also drawn to the ambition behind the event: bringing together different Asian cultures and different perspectives on fragrance under one roof. As a major partner of the event, we see this as a great opportunity to contribute to the development of niche perfumery across Asia.
What are your expectations for the 2026 edition?
First and foremost, we hope the event can become a genuine meeting point for the Asian fragrance industry and a place that encourages dialogue, knowledge-sharing and creativity.
For CPL Aromas, it is also an opportunity to strengthen relationships with our existing partners, meet new brands and entrepreneurs, and gain an even deeper understanding of how consumers are evolving across the region’s different markets. Naturally, we also want to showcase our expertise in fragrance creation and innovation.
More broadly, we hope to share our perspective on regional olfactory trends while continuing to learn ourselves from the extraordinary diversity and richness of fragrance cultures across Asia.
Why is Asia so important to CPL Aromas today?
Quite simply, it is one of the most dynamic and exciting regions in the industry. Across many Asian countries, interest in fine fragrance continues to grow steadily. This development is being driven in particular by younger consumers, increasing fragrance knowledge and the emergence of particularly strong local niche brands.
But it would be a mistake to speak of Asia as a single market. Each country has its own identity, traditions and olfactory preferences. This diversity opens up an enormous creative field and makes it possible to develop fragrances that are genuinely relevant at a local level.
At CPL Aromas, we believe that understanding these cultural nuances is essential. That is why we invest in local creative talent, in our fragrance evaluation expertise and in our relationships with clients. This proximity enables us to develop fragrances that can resonate authentically with consumers in each market.
At the Asia Perfume Show, you will give a presentation on Southeast Asia, with Vietnam in particular as a case study. What topics will you explore?
We want to show why Southeast Asia has become one of the most exciting regions in the fragrance industry. Vietnam will serve as a case study through which we can examine the rapid evolution of fragrance consumption across the region.
We will look at the emergence of local brands and changing consumer expectations, as well as the cultural influences shaping olfactory preferences. One important question will be how to strike a balance between major international trends and the assertion of a distinctive local identity. We will also discuss the opportunities these countries offer, alongside the challenges faced by brands and fragrance houses seeking to develop their presence there.
Finally, we would like to show why Southeast Asia should no longer be viewed simply as a growing market. It is also becoming an increasingly important source of inspiration for the fragrance industry as a whole.
You will also be speaking about South Korea. Why do you believe this market deserves particular attention?
South Korea has established itself as one of the world’s most influential markets in beauty and, increasingly, in fine fragrance. We will look at the evolution of Korean fragrance culture and at how K-beauty and, more broadly, trends associated with the Korean lifestyle are influencing fragrance creation today.
Local consumers have also developed increasingly sophisticated knowledge and expectations when it comes to fragrance. We will therefore explore the new olfactory trends emerging in this market, as well as the aesthetics that accompany them.
But what is happening in Korea now extends far beyond its borders. Korean brands and consumers are exerting a growing influence on international fragrance innovation. We therefore also want to consider what the global industry can learn from the Korean approach to creativity, design and consumer engagement.
That is one of the reasons why we are so pleased to be taking part in the Asia Perfume Show and, in our own way, helping to highlight the extraordinary creativity and potential of Asia’s fragrance industry.
