Cross-Cultural Scent Preference Studies 2025

In 2025, the global fragrance industry is witnessing a deeper exploration into how cultural backgrounds influence scent preferences. As the market becomes increasingly international, understanding cross-cultural olfactory perception is no longer just a niche interest—it’s a commercial necessity.

Recent studies show that while some scent preferences appear universal, others are shaped by language, environment, and emotional memory. Brands are adapting by blending cultural elements, localizing scent descriptors, and using emotion-driven design to create fragrances that resonate globally. Advances in scent profiling, neuroscience, and AI are also making it possible to decode these preferences at scale. This evolving landscape reveals not only what people like to smell—but why.

 

Cross-Cultural Scent Preference Studies 2025 (Editor's Choice)

Here are the top 10 cross-cultural scent preference studies and trends shaping the fragrance landscape in 2025:

1. Global Convergence in Odor Preferences A comprehensive study involving diverse populations from Tanzania, Bolivia, New Guinea, Malaysia, and Poland revealed that familiarity with certain odors significantly influences their perceived pleasantness. While cultural and ecological factors play roles, the identity of the odor itself was a stronger determinant of preference.

2. Oud's Rising Popularity in China Traditionally associated with Middle Eastern perfumery, oud has gained unexpected popularity in China. Its rich, woody aroma, once considered too bold for Chinese tastes, is now embraced by younger consumers seeking luxurious and intense fragrance experiences.

3. Cross-Cultural Scent Fusion Fragrance brands are increasingly blending notes from different cultures to create unique scents. Examples include combining Middle Eastern oud with Japanese cherry blossoms or Indian jasmine with Scandinavian pine, reflecting a global appreciation for diverse olfactory traditions.

4. Savory and Culinary-Inspired Fragrances The fragrance industry is exploring savory and food-inspired scents, such as truffle, tomato leaf, and fermented soybeans. These unconventional notes are gaining traction, offering consumers nostalgic and comforting experiences that transcend cultural boundaries.

5. Standardized Olfactory Lexicon Across Cultures Researchers developed a standardized set of 25 body odor descriptors based on input from over 2,600 participants across 17 countries. This lexicon aids in understanding and comparing olfactory perceptions globally, facilitating cross-cultural studies in scent communication.

6. Adaptation of Olfactory Assessment Tools The Self-Reported Olfactory Functioning and Olfaction-Related Quality of Life (ASOF) questionnaire was culturally adapted and validated for Farsi-speaking individuals in Iran. This ensures accurate assessment of olfactory function across different linguistic and cultural contexts.

7. Influence of Odor Molecule Structure on Preferences A study by Karolinska Institutet and the University of Oxford found that the molecular structure of an odor significantly determines its perceived pleasantness, suggesting that certain scent preferences may be universal, transcending cultural differences.

8. Emotional Scent Profiling Fragrance houses are designing scents to evoke specific emotions, such as confidence or serenity. This approach considers the psychological impact of scents, aiming to create fragrances that resonate emotionally across diverse cultural backgrounds.

9. China's Gen Z Fragrance Preferences Gen Z consumers in China are driving the fragrance market with preferences for fresh, elegant, and gender-neutral scents. They value personalized and niche fragrances that express individuality, reflecting a shift towards more inclusive and diverse olfactory choices.

10. Cultural Variations in Olfactory Language Research indicates that some cultures possess a richer olfactory vocabulary, enabling more precise scent descriptions. For instance, the Jahai people of Southeast Asia can name odors as easily as colors, highlighting the influence of language and culture on olfactory perception.

These studies and trends underscore the complex interplay between biology, culture, and individual experience in shaping our scent preferences.

 

 

Cross-Cultural Scent Preference Studies 2025 and Future Implications 

 

Cross-Cultural Scent Preference Studies 2025 #1. Global Convergence in Odor Preferences

A 2025 study involving populations from Tanzania, Bolivia, New Guinea, Malaysia, and Poland found a surprising global convergence in how pleasant certain odors are perceived. Despite vast cultural differences, many participants ranked the same scents—like vanilla or fruity notes—as highly pleasant. This challenges the idea that scent preferences are mostly culturally learned, pointing instead to potential evolutionary roots. As fragrance brands aim to scale globally, they may prioritize ingredients that trigger these near-universal responses. This could also inform AI-driven fragrance personalization across international markets.

 

Cross-Cultural Scent Preference Studies 2025 #2. Oud’s Rising Popularity in China

Oud, traditionally associated with Middle Eastern perfumery, is experiencing unexpected popularity in China, particularly among Gen Z. Once considered overpowering, its rich, smoky aroma is now seen as a marker of status and sophistication. This reflects a broader trend of younger Chinese consumers embracing bold, globalized scents. As niche perfumery expands, cross-cultural scent marketing will likely blur geographic boundaries, promoting oud beyond its traditional base. Luxury brands will need to craft stories that appeal to Chinese values while retaining oud’s exotic prestige.

 

Cross-Cultural Scent Preference Studies 2025 #3. Cross-Cultural Scent Fusion

Fragrance houses are now crafting blends that mix cultural elements—like combining Indian sandalwood with Nordic pine or oud with Japanese cherry blossoms. This fusion reflects a global shift in consumer desire for uniqueness and cultural connection. By offering familiar ingredients wrapped in new cultural contexts, brands can tap into both nostalgia and novelty. These “hybrid scents” create an opportunity for fragrance companies to tell deeper, more inclusive stories. Expect to see more collaborations between perfumers and regional artists or chefs to inspire cross-sensory experiences.

 

Cross-Cultural Scent Preference Studies 2025 #4. Savory and Culinary-Inspired Fragrances

2025 has seen a spike in savory and umami-inspired fragrances, with notes like tomato leaf, truffle, and soy becoming surprisingly popular. This trend responds to consumers' growing interest in authenticity and comfort, often tied to food memories. These scents transcend traditional perfume categories, appealing across cultures by triggering sensory nostalgia. The shift signals that perfumery is becoming more inclusive of sensory experiences beyond floral or sweet profiles. This could open new doors in functional fragrance—like enhancing appetite or calmness through scent.

 

Cross-Cultural Scent Preference Studies 2025 #5. Standardized Olfactory Lexicon Across Cultures

A global project in 2025 established a unified set of 25 terms for describing body odors, based on data from over 2,600 people across 17 countries. This standardization supports scientific collaboration and cross-cultural product testing in the fragrance industry. It also helps in healthcare applications, where smell plays a role in diagnostics. As global product development accelerates, shared olfactory language will reduce misinterpretation and improve formulation consistency. This paves the way for a more universal approach to scent profiling in both luxury and functional products.

 

Cross-Cultural Scent Preference Studies 2025 #6. Adaptation of Olfactory Tools in Iran

Iranian researchers have successfully adapted the ASOF (Assessment of Self-Reported Olfactory Function) tool into Farsi, maintaining its reliability and validity. This highlights a growing trend of localizing clinical and consumer scent testing tools for non-Western markets. As smell becomes more central in wellness and diagnostics, culturally sensitive assessments will be critical. Brands launching in new regions may need to customize not only products but also the tools used to measure scent appeal. This also signals increased academic interest in the psychological and sensory dimensions of smell in Middle Eastern contexts.

 

Cross-Cultural Scent Preference Studies 2025 #7. Odor Molecule Structure and Universality

Researchers at Karolinska Institutet and Oxford discovered that the molecular structure of a scent largely determines how pleasant it is across cultures. Molecules associated with fruity or floral scents consistently ranked as more appealing globally, while sulfuric or fishy compounds were disliked. This finding underscores the biological component of scent perception. It could revolutionize fragrance development by allowing AI to predict mass-market winners based on chemical structure. Companies may soon optimize their R&D pipelines using computational olfactory design that transcends cultural borders.

 

Cross-Cultural Scent Preference Studies 2025 #8. Emotional Scent Profiling

Fragrance companies are developing scent profiles that trigger specific emotions, such as calmness, energy, or nostalgia, tailored for cross-cultural resonance. Emotional profiling offers a way to connect with consumers beyond identity or heritage, focusing instead on universal psychological states. These scents are increasingly used in wellness, hospitality, and even workspace design. As personalization advances, consumers may soon use mood-matching fragrances similar to selecting a playlist. Emotional scent mapping could also shape e-commerce sampling by matching fragrances with shoppers' moods or stress levels.

 

Cross-Cultural Scent Preference Studies 2025 #9. China’s Gen Z and Gender-Neutral Fragrances

Gen Z in China is reshaping the fragrance market with a preference for fresh, elegant, and gender-neutral scents. This group prioritizes authenticity, environmental responsibility, and individual expression in fragrance choices. Their rejection of gendered marketing is prompting both Western and local brands to rethink olfactory storytelling. As these consumers come of age, expect more minimalist packaging, mood-based scent collections, and AI-driven customization. Global brands looking to win in Asia must align with these progressive values and tech-savvy preferences.

 

Cross-Cultural Scent Preference Studies 2025 #10. Olfactory Language and Cultural Variation

The Jahai people of Southeast Asia can describe scents as effortlessly as colors, contrasting with English speakers who struggle to name smells. This suggests that some cultures develop more nuanced olfactory vocabularies, which can shape how scent is marketed and understood. Fragrance brands entering such regions may need to localize scent descriptors, rather than relying on Western terminology. This insight could also inform olfactory education in perfumery schools. As brands embrace global storytelling, linguistic sensitivity will be just as important as ingredient sourcing.

Future Directions in Cross-Cultural Scent Innovation

The 2025 findings around cross-cultural scent preferences highlight a growing convergence between science, culture, and consumer behavior. As brands aim to reach broader markets, the key will be creating fragrances that balance universal appeal with regional nuance.

Data-driven tools, like molecular scent mapping and emotional profiling, will increasingly guide product development and personalization. At the same time, honoring cultural diversity in olfactory language and preferences will ensure relevance and authenticity. Looking ahead, the most successful fragrance innovations will come from blending global insights with local identities—turning scent into a truly borderless language.

 

 

Sources:

1. https://www.psypost.org/do-you-smell-what-i-smell-new-study-reveals-surprising-variability-in-odor-preferences
2. https://www.istitutomarangoni.com/en/maze35/industry/why-oud-is-the-fragrance-of-2025china-in-focus
3. https://wicked-good.co/blogs/clean-perfume/fragrance-trends-2025
4. https://www.allure.com/story/2025-fragrance-trends
5. https://www.nature.com/articles/s41597-025-04630-8
6. https://link.springer.com/article/10.1007/s10339-025-01267-8
7. https://news.ki.se/people-around-the-world-like-the-same-kinds-of-smell
8. https://wicked-good.co/blogs/clean-perfume/fragrance-trends-2025
9. https://www.voguebusiness.com/beauty/decoding-chinas-gen-z-fragrance-consumer
10. https://en.wikipedia.org/wiki/Olfactory_language