Firms turn to fragrance to foster employee unity and brand strategy

NEC's five different aromas developed through the use of artificial intelligence are displayed at the company in Tokyo. An increasing number of companies are turning to fragrance as a way to foster a sense of unity across corporate groups and promote their corporate brand strategy. By tapping into the sense of smell, which is considered an intuitive and memorable form of sensory stimulation, companies aim to establish a consistent corporate image while creating pleasant workplace environments. Fragrance is also expected to help improve work efficiency. Mitsubishi UFJ Financial Group has selected a signature scent, dubbed "MUFG Fragrance," as part of its efforts to create a comfortable workplace and strengthen its brand strategy. The chosen scent is a refreshing fragrance reminiscent of a forest.