Shoyeido horin

Shoyeido: The Brand’s History and Signature Incense Collections


Join us as we explore Shoyeido, a cornerstone in Japanese incense for over three centuries. This brand offers more than just fragrant sticks. It lives by a rich philosophy and set of values that influence every product it creates. In this blog post, we’ll dive into Shoyeido’s guiding principles and its dedication to quality and sustainability. We’ll also highlight its most popular incense scents. Discover why Shoyeido isn’t just a brand—it’s a philosophy of life and a celebration of scent.

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Table of Contents

The Roots of Shoyeido

Dive into the annals of Japanese history, and you’ll find the delicate traces of incense wafting through its pages. Shoyeido, with its deep roots, has played a pivotal role in this narrative. Established centuries ago, this brand has not just witnessed the evolution of incense in Japan but has actively shaped it. From the sacred temples to the homes of the common folk, Shoyeido’s presence is undeniable.

shoyeido incense

Corporate Philosophy

Now, let’s delve into the heart of the matter—the corporate philosophy of Shoyeido. “Stand humbly, but enduringly. Strive to glow and expand abundantly.” These aren’t just words; they’re the lifeblood of the brand. This philosophy manifests in every incense stick you light, every scent that wafts through your home, and every interaction you have with the brand. It’s a commitment to quality, a nod to tradition, and a pledge to keep evolving. Shoyeido doesn’t just sell incense; it offers you a way to enrich your life through the “good life with fragrance.”

In essence, Shoyeido’s corporate philosophy serves as its North Star, guiding the brand in its quest to offer more than just products. It aims to offer experiences that resonate with the soul, grounded in a tradition that has stood the test of time.

With a rich history spanning over 300 years, Shoyeido offers a diverse range of scents that cater to different moods, settings, and preferences. Whether you’re a seasoned incense connoisseur or a curious newcomer, there’s a Shoyeido fragrance that’s perfect for you. Below, we delve into some of the brand’s most popular series, each offering a unique aromatic experience designed to enrich your life in different ways.

Horin Series

Shoyeido horin

The Horin Series is a luxurious line that offers a complex blend of aromatic woods, spices, and herbs. Scents like “Nijo” and “Tenpyo” are often cited as favorites for their layered, intricate fragrances. These incenses are perfect for those who appreciate depth and complexity in aroma, making them ideal for meditation or simply to enrich a personal space. The Horin Series is often recommended for those who are already familiar with incense and are looking to explore more sophisticated scents.

Daily Incense Series

shoyeido daily series

The Daily Incense Series is designed to be both high-quality and affordable, making it accessible for everyday use. One of the standout scents in this series is “Moss Garden,” known for its calming, earthy aroma. It’s a scent that many find grounding, making it a popular choice for relaxation and stress relief. The Daily Incense Series is an excellent starting point for those new to the world of incense.

Zen Series

shoyeido zen minded

Crafted with meditation and mindfulness in mind, the Zen Series offers scents that aim to create a tranquil atmosphere. “Sitting Zen” is a popular choice, featuring a balanced blend of sandalwood, clove, and cinnamon. It’s a scent that invites you to pause and breathe, making it ideal for yoga sessions, meditation, or simply quiet moments of reflection.

Premium Incense Lines

shoyeido premium

Shoyeido’s Premium Incense Lines, including varieties like “Kings Aroma” and “Fresh Breeze,” are the epitome of luxury. These scents are crafted from the finest ingredients and are often used for special occasions or ceremonies. “Kings Aroma” envelops the senses with its luxurious blend of rare woods and spices, creating an atmosphere of regal elegance. On the other hand, “Fresh Breeze” offers a rejuvenating scent experience, featuring crisp, airy notes that evoke the feeling of a gentle wind on a clear day.

Overtones and Angelic Series

shoyeido overtones

The Overtones and Angelic Series offer simpler, single-note fragrances designed to be lighter and less complex. Scents like “Vanilla” and “Tea Leaves” are popular for their straightforward, yet pleasing aromas. These incenses are perfect for those who prefer not to have too many competing notes and enjoy the purity of a single, dominant scent.

Xiang Do Series

xiang do

The Xiang Do Series brings a modern twist to the traditional world of incense. These scents are contemporary and often appeal to those who are new to incense or prefer less traditional aromas. With a wide range of options, from fruity to floral, the Xiang Do Series offers something for everyone, making it a versatile choice for various moods and settings.

Production Process

The Pillars of Shoyeido

Management Values

When you purchase Shoyeido incense, you’re not merely acquiring a product; you’re investing in a brand that stands on a strong foundation of core values. These values, deeply embedded in the company’s DNA, serve as the cornerstones that support its reputation for quality, innovation, and customer satisfaction. Shoyeido takes a holistic approach to its business, one that honors the past while embracing the future. The company draws invaluable wisdom from its rich history, from the ancient discovery of fire to the intricate art of Japanese incense-making. This isn’t an exercise in nostalgia; it’s a strategic approach to innovation. Shoyeido sees history not as a constraint but as a catalyst for growth and improvement.

Adapting Without Losing Essence

In a world that’s in a constant state of flux, Shoyeido adopts a seemingly paradoxical mantra: “Keep Changing Not to Change.” This philosophy encapsulates the brand’s agile approach to business. Shoyeido isn’t afraid to adapt to market trends and customer preferences, but it does so without compromising its core essence. This adaptability ensures that the brand remains relevant and its products fresh and aligned with customer needs. At the heart of these management values is an unwavering commitment to customer comfort and safety. Shoyeido goes above and beyond to ensure the quality of its ingredients, focusing on aromatic woods and medicinal plants. Moreover, the company takes steps to ensure that the smoke from its incense is safe when used as intended, allowing customers to fully immerse themselves in the sensory experience without reservations.

Environmental Stewardship

Commitment to Standards and Continuous Improvement

When you light a Shoyeido incense stick, you’re doing more than just filling a room with a captivating aroma; you’re aligning with a brand that holds environmental responsibility as a core tenet. This commitment isn’t just about meeting regulatory standards; it’s woven into the very fabric of Shoyeido’s corporate identity. The company proudly holds certifications from Kyoto Environmental Standard (KES) and the International Standards Organization (ISO 14001). These certifications serve not as the end goal but as a starting point for even greater sustainability efforts. Far from resting on these laurels, Shoyeido continually pushes the envelope to set new benchmarks in environmental management.

Biodiversity and Innovative Waste Management

Shoyeido’s environmental commitment also manifests in tangible, impactful ways. Recognizing that its business is deeply intertwined with nature, the company actively engages in biodiversity conservation. They nurture rare plants and even display them in their stores to raise public awareness. It’s not just about sourcing ingredients; it’s about fostering a symbiotic relationship with nature. The company’s innovative spirit shines in its approach to waste management as well. Shoyeido crafts incense holders from soil particulates, which are usually discarded as industrial waste. Through this ingenious use of materials, the company not only reduces waste but also offers you a product that is as sustainable as it is functional. In a world where ‘sustainability’ can often be a buzzword, Shoyeido’s actions speak louder than words.


Shoyeido is more than just a brand; it’s a philosophy, a set of values, and a testament to the art of incense-making that has been refined over centuries. From its commitment to environmental stewardship to its unwavering focus on customer comfort and safety, Shoyeido’s corporate philosophy is not just a tagline but the lifeblood that courses through every aspect of its business. Each incense series, whether it’s the luxurious Horin or the accessible Daily Incense, reflects the brand’s dedication to quality, innovation, and sustainability.

In a world where the bottom line often trumps all else, Shoyeido stands as a shining example of how a business can be both profitable and purposeful. It shows that it is possible to honor tradition while embracing change, to be globally conscious while deeply rooted in local culture, and to offer products that are as good for the soul as they are for the world. Shoyeido doesn’t just sell incense; it offers an experience, a journey into a world where fragrance meets philosophy, and where every whiff is a step closer to a more mindful, more beautiful life.

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The heart and spirit behind "Let’s Talk Spirituality," an explorer, healer, and dreamer who's journeyed through life's intricate pathways. My experiences have shaped a sanctuary where souls can find their harmonious connection with the cosmos.

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