The Story
Why it exists.
Chapter 2 of d'Annam's story turns to Japanese confectionery. Anh Ngo worked with the specific challenge of translating glutinous rice and red bean paste into a wearable composition. The result captures the starchy, slightly fermented character of red bean paste with the soft, yielding texture of mochi rendered as scent. The rice note provides structure, holding the composition together the way the actual confection holds its shape. What emerges is a specific sweet rather than a generic one. The fragrance opens with a quiet powderiness that suggests rice flour, softening as the red bean emerges with its characteristic earthiness and subtle fermentation. The overall effect is cohesive and intentional.
If this were a song
Community picks
Nightmare
Mitski
The Beginning
Chapter 2 of d'Annam's story turns to Japanese confectionery. Anh Ngo worked with the specific challenge of translating glutinous rice and red bean paste into a wearable composition. The result captures the starchy, slightly fermented character of red bean paste with the soft, yielding texture of mochi rendered as scent. The rice note provides structure, holding the composition together the way the actual confection holds its shape. What emerges is a specific sweet rather than a generic one. The fragrance opens with a quiet powderiness that suggests rice flour, softening as the red bean emerges with its characteristic earthiness and subtle fermentation. The overall effect is cohesive and intentional.
Red bean paste is the quietly radical choice here. Most gourmand perfumery reaches for strawberry, caramel, or vanilla. Red bean paste is starchy, slightly fermented, almost buttery in its depth. It demands a counterweight. The brown sugar provides it, but only barely. The rice is the structural element, the thing that holds everything else together the way mochi holds its shape. Without it, this is just sweet. With it, this is a specific sweet.
The Evolution
The opening is immediate. Rice starch, powdery and slightly salted, hits first. Not a whisper. You smell it right away. Within minutes the red bean paste emerges and the composition softens, becoming warmer and more edible. Brown sugar intensifies slowly, the way caramel darkens in a pan. The strawberry appears briefly if at all. On most skin types it vanishes within the first hour, leaving the brown sugar and red bean as the dominant heart. The drydown is vanilla, warm and quiet, lasting close to the skin for the final 2-3 hours. Performance varies. On dryer skin types the projection fades after 4 hours. On moister skin or in cooler weather, it can hold closer to 6. Either way, it doesn't announce itself. It accompanies.
Cultural Impact
Strawberry Mochi asks for something stranger: red bean paste and rice powder as the structural center. This is not a fragrance that defaults to expected gourmand territory. Instead, it builds from an unusual foundation that requires attention and patience. Wearers either find this a brilliant act of specificity or a bait-and-switch. The fragrance does not resolve cleanly into either camp, which is precisely what makes it worth smelling. On first application, the rice powder note takes the lead, soft and slightly starchy. The red bean paste follows, bringing its fermented depth and buttery quality.
The House
Vietnam · Est. 2023
d'Annam is a Vietnamese fine fragrance house founded in 2023 by Nick Hoang. The brand creates gender-neutral scents that translate personal memories and cultural landscapes into olfactory experiences. Its debut collection, Chapter 1, comprises nine fragrances inspired by Vietnamese heritage, while a second collection explores the aesthetics of Japan. Hoang collaborated with perfumer Anh Ngo and the global fragrance supplier IFF to develop the house's formulations, producing scents that reference experiences like Vietnamese coffee, rice paddies, forest oud, and street pho alongside Japanese whiskey and oolong tea. The brand packages its fragrances in recycled materials and directs a portion of revenue toward children's charities in Vietnam. d'Annam operates at the intersection of personal nostalgia and cultural storytelling, positioning itself as a voice for Asian scent experiences within the niche fragrance market.
If this were a song
Community picks
Quiet. Warm. Late night in an empty convenience store. Soft fluorescent light, something sweet in a paper bag. The kind of music playing when no one else is listening.
Nightmare
Mitski





















