Along with the scenery of Higashi Chaya District, which conveys the beauty of Japan's traditions. Following the long-selling "Red Plum Scent" that has been loved for many years, a new fragrance inspired by the elegant "White Plum," for adults, will be released this summer.

Development Background: 16 years after the long-selling "Red Plum," we aim to meet new needs with "tranquility and sophistication."
At CHAYA cosme, the "Eau de Toilette Red Plum Scent," launched in 2010, is the only product in the brand's beauty category that does not contain gold leaf, yet it has been loved for many years as an iconic item that evokes the beautiful scenery of Higashi Chaya District and the memories of travel.
To further expand the world of our eau de toilette, we have embarked on the development of a new fragrance themed around the same "plum blossom." Our monitor survey revealed a need for a different kind of fragrance than the traditional feminine "red plum blossom": one that appeals to those who prefer "calmness" and "sophistication" through notes of musk and citrus. Therefore, we have created "White Plum Blossom," a fragrance centered on "tranquility," "sophistication," and "elegance," aimed at adults who prefer a calm and not overly heavy scent. The delicate and lovely "red plum blossom" and the quiet and refined "white plum blossom"—neither is superior to the other. Without any judgment of which is better, we propose a new world of fragrances from CHAYA cosme, each with its own unique charm.

Fragrance characteristics: A refined elegance for adults, woven from clear transparency and soft sweetness.
With the tagline, "A fragrance that combines tranquility and refinement with 'white plum blossoms'," we have created a subtle yet memorable fragrance. It blends seamlessly into everyday life, exuding dignified elegance and gentle warmth.
• Top notes: Grapefruit, apricot
A refreshing and transparent start, as if enveloped in crisp, clear air.
• Middle notes: Jasmine, iris, hyacinth
Elegant flowers intertwine, and a soft sweetness quietly spreads.
• Last notes: Cedarwood, sandalwood, vanilla, musk
A gentle warmth softly embraces, leaving a calm and lingering impression.

Product name: CHAYA cosme Eau de Toilette White Plum Scent
Price (tax included): 3,520 yen
Available at: HAKUZA NIHONBASHI, Hakusai Main Store, Chaya Bijin, Hakusai online shop
Release date: July 17, 2026 (Friday)