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Yugen is a Bangkok-based home fragrance brand that approaches scent as a form of sensory storytelling. Each fragrance is carefully composed to evoke atmosphere, memory, and emotion—elements that resonate closely with the experience of art.
At Hotel Art Fair, Yugen steps beyond its familiar territory to explore the relationship between scent and visual art. By translating ideas and moods into fragrance, the brand invites visitors to experience art through another sense, where scent becomes part of the narrative within the space.
This marks Yugen’s first participation in an art-focused event, reflecting its desire to move beyond comfort zones and experiment with new creative possibilities—where fragrance and art meet to create a more immersive experience.