Flavor and Fragrance Giant Takasago Joins Handcraft to Build the ‘Smell, Taste, and Feel’ of J-Pop

Entertainment Handcraft Entertainment and Takasago International announce a strategic partnership to build the “small, taste, and feel” of global J-pop.

Handcraft Entertainment and Takasago International Corporation USA, one of Japan’s largest and one of Asia’s leading fragrance and flavor companies, have announced a strategic partnership to pioneer the global footprint of J-pop via smell, taste, and touch.

The partnership builds on Handcraft’s existing work on “Global J-Pop,” a term coined by the company to describe a new genre of Japanese music and culture designed for worldwide audiences. It also draws on Takasago’s decades of experience creating fragrances, flavors, and sensory experiences for globally recognized brands and artists.

Together, the companies will develop fragrances, flavors, and products tied to artists, releases, live experiences, and cultural moments, while expanding into consumer products, experiential activations, and global brand collaborations designed to deepen audience connection.

The announcement follows the release of Handcraft’s “Heartless,” a collaboration between Japanese artist Mia Takarabe and global icon Steve Aoki—a major achievement for Handcraft. To capitalize on that momentum, one of the first projects in the new partnership will be a fragrance developed with Takarabe.

The companies also plan to develop original content and media around the artists and the creation of fragrances, flavors, and products, bringing fans into the creative process and deepening engagement on social media.

“This is about building something entirely new at the intersection of music, culture, and sensory innovation,” said Michael Africk, CEO of Handcraft Entertainment. “We are building a new generation of globally competitive Japanese artists, products, and cultural experiences created for worldwide audiences while remaining authentically connected to Japanese identity and culture. Takasago is uniquely positioned to define that world with us.”

“Takasago has seen firsthand the growing global demand for Japanese culture across entertainment, fashion, food, and lifestyle,” said Joseph Lattarulo, Senior Vice President & General Manager at Takasago. “‘Global’ J-Pop represents an exciting new chapter for how Japanese culture can connect with audiences around the world. We are excited to partner with Handcraft to create products and experiences that will shape the world of ‘Global’ J-Pop.”