EXILE TAKAHIRO is set to launch a new fragrance under his brand bgm, titled 'bgm Eau de Parfum No.371x3 R', on April 5, 2025. This release marks the eighth installment of EXILE's ongoing project, 'PROJECT EXILE'. The fragrance is designed to embody the essence of EXILE's beloved song 'Rising Sun', intertwining music and scent in a unique olfactory experience.
This innovative fragrance utilizes a traditional method known as "scent tiers," which was developed in 19th century England. By decoding the musical notes from 'Rising Sun', the fragrance links sound and scent, resulting in a composition that reflects the song's spirit. The final product, named 'Solar Floral Musk', is crafted from five distinct scent components, including bright and fresh orange, a core of vibrant rose, and a rich, sweet osmanthus absolute, creating a fragrance that radiates warmth and hope while also conveying strength.
The bottle itself features an elegant matte white design adorned with gold lettering, symbolizing the dignified presence of the EXILE group. Notably, the 'R' in the design is derived from TAKAHIRO's own handwritten script, adding a personal touch to this exclusive product. Additionally, a booklet accompanying the fragrance will contain handwritten messages from EXILE TAKAHIRO, enhancing the intimate connection with fans.
To celebrate this launch, a campaign will run from March 29, 2025, to June 8, 2025, allowing purchasers of the limited edition to enter for a chance to win autographed merchandise from EXILE TAKAHIRO. This special edition, which costs 6,600 yen (tax included), includes a leather case atomizer and the booklet, while the standard version is priced at 4,950 yen (tax included).
TAKAHIRO expressed his heartfelt sentiments regarding this project, stating, "I hope this new fragrance will brighten everyone's days like the long-loved song 'Rising Sun.'" He shared the joy and pleasant pressure he felt while creating the fragrance, emphasizing the importance of maintaining the song's imagery while ensuring the essence of bgm was captured in the scent. He also hinted at a secret hidden within the product name, inviting fans to discover it for themselves.
Fans will have the opportunity to purchase the fragrance at various retail locations, including variety shops and discount stores, as well as at booths during the 'EXILE LIVE TOUR 2025 "WHAT IS EXILE"', which will feature eight performances across four venues. The bgm fragrance will also be available through the FITS online store.
This fragrance launch not only represents a new addition to bgm's collection but also serves as a tribute to the enduring legacy of 'Rising Sun', a song that has resonated with fans over the years. The fusion of music and fragrance in this project highlights the innovative spirit of EXILE TAKAHIRO and his commitment to delivering unique experiences to his audience.
As anticipation builds for the release, it is clear that 'bgm Eau de Parfum No.371x3 R' is set to be a significant milestone in EXILE's ongoing journey, blending artistry and sensory pleasure into a single, compelling product.
