A fragrance developed to embody the identity of Saitama City—named "Urban Garden"—will be used for spatial production at the Art Aquarium exhibition taking place at Saitama Super Arena from March 25 (Wed) to May 10 (Sun), 2026. Scent technology company Promotool Co., Ltd., which blended and developed the fragrance, announced that this marks a pioneering case in which a scent created by a municipal government is formally incorporated into a large-scale cultural event.
For more details on the exhibition, visit: https://artaquarium.jp/exhibition_saitama/
Art Aquarium: Immersive Entertainment Art Featuring Goldfish
Art Aquarium is an immersive entertainment art form in which goldfish swimming in tank installations are presented alongside light, sound, and spatial effects. Rooted in the traditional Japanese practice of appreciating goldfish that dates back to the Edo period, the experience expresses that culture as contemporary art. Visitors are enveloped in a fantastical space created by the sculptural beauty of the tanks, atmospheric staging, and the varied elegance of the goldfish themselves.
Since its debut in Tokyo in 2007, Art Aquarium has been held as a limited-run event across Japan, and the summer Tokyo edition has become a beloved annual tradition. In August 2020, the first permanent museum opened in Nihonbashi, Tokyo, before relocating in May 2022 to the 8th floor of Ginza Mitsukoshi Annex (Ginza, Chuo-ku, Tokyo), where it continues to operate. Since its founding in 2007, Art Aquarium has welcomed a cumulative total of 13 million visitors (as of October 2025).
"Art Aquarium Exhibition Saitama Super Arena 2026" marks the first Art Aquarium event in Saitama Prefecture, running as a limited-time exhibition from March 25 (Wed) to May 10 (Sun), 2026.
"Saitama City-Inspired Fragrance" Used for Spatial Scenting
At this Art Aquarium exhibition, which is endorsed by Saitama City, the "Saitama City-Inspired Fragrance" developed by Promotool will be diffused throughout the space as part of the spatial presentation. By expressing the image of the city through scent, the aim is to create an environment where visitors can experience "the essence of Saitama" not only visually but also through their sense of smell.
Original Aroma Spray Also Available
In conjunction with this initiative, an original aroma spray using the "Saitama City-Inspired Fragrance" will be produced by the Saitama Tourism International Association and is scheduled to go on advance sale at the Art Aquarium venue.
What Is the "Saitama City-Inspired Fragrance"?
Developed with the goal of enhancing the city's image and communicating its local appeal, the fragrance follows the themes of "harmony between urban life and nature" and "a city of quality living." The scent—named "Urban Garden" after a citizen vote held in January 2026—delivers a bright, open impression with notes reminiscent of citrus and tea, layered with refreshing hints of herbs. It is designed to evoke "the harmony between nature and the urban environment that Saitama City has long cherished."
The fragrance was developed through multiple rounds of refinement. A master perfumer created three prototype variations, and citizens selected their favorite through a public vote totaling 4,105 ballots, making it a fragrance that truly represents the community's voice.
For the exhibition, advanced diffusion technology is used to seamlessly blend "the atmosphere of Saitama City" into the space using fine particles, without disrupting the fantastical world of the goldfish tank installations. Visitors will experience a fully immersive space where light, music, and fragrance combine—leaving a lasting impression of Saitama City's image through all the senses.
A New Model for Place Branding Through Scent
The adoption of the "Saitama City-Inspired Fragrance" as part of the spatial production for Art Aquarium—a major cultural event—represents a new approach to regional branding, using scent to convey the charm of a place. Because scent is deeply connected to memory and emotion, it can deepen the visitor experience and leave a richer impression of a region even within a visually oriented exhibition. Having a municipal fragrance take shape as a spatial element and product that reaches citizens and visitors alike allows the story of a place to be communicated in a more layered way and to take natural root. This kind of initiative broadens the possibilities for future municipal branding through the power of scent.
