hibi

hibi was introduced in spring 2015 as an incense stick you can light by striking, then enjoy for about 10 minutes. The idea started in 2011 when two Hyogo traditions met: Harima matches and Awaji Island incense. After roughly three and a half years of development, the concept became a compact product designed to fit into everyday life. The name "hibi" means "day to day," reflected in its doubled "day" logo.

The story begins with two local industries. The match industry grew near Kobe Port and became known for quality exports. Kobe Match was founded in Himeji in 1929 within that tradition. Awaji Island's incense-making techniques arrived in 1850 and took root thanks to the local "west wind," ideal for drying — today the island is widely regarded as Japan's largest incense-producing region.

The key challenge was keeping incense delicacy while surviving the act of striking. A new technique kneads paper fibers and charcoal into the base, supporting both flexibility and burnability. Scents are selected from Western herbs and refined into a clean profile by a third-generation incense maker established in 1936. Strike at around 45 degrees, wait for the flame to settle into the incense part, then lay it on the exclusive mat. Burn one stick at a time and discard ash after each use.

The lineup spans Regular Fragrances plus Japanese Fragrances, hibi deep., and hibi garden. You can test scents at the Kuramae store in Tokyo (Kuramae 4-4-8, 12:00–19:00, closed Mondays) and at the factory shop on the head office premises in Hyogo (Taishi-cho Ikaruga 414, Wed & Fri 13:00–16:00). The store-exclusive "hibi for you" lets you build your own assortment from 16 scents in a white matchbox-style box.