OUR STORY | Project-Felicia

PARTNERS

Our starting point is the belief that scent has the power to move the human heart.

We see scent not merely as a luxury or preference,
but as a social medium that nurtures sensitivity,
awakens memory, and connects people and cultures.

At Project Felicia, we reimagine the power of scent for the present day—
designing experiences where cultures and hearts resonate with one another,
to help build a more enriched and sustainable society.

TEAM

Hiro Nakayama

Founder & CEO | Incense Producer

Hiro Nakayama is a multi-hyphenate professional working at the intersection of corporate leadership, brand building, and scent-driven cultural entrepreneurship.

She began her career in the advertising industry in Los Angeles, and subsequently worked across marketing and human resources roles in New York, Los Angeles, Paris, and Tokyo. She later served as a marketing manager in the chemical industry, including at Givaudan (Singapore), one of the world’s leading fragrance houses. After more than 20 years of living abroad, she relocated to Japan in 2017.

Since 2008, she has been engaged in the scent business. Currently, alongside her entrepreneurial work, she is a full-time employee at a global IT company and a facilitator for #IAmRemarkable, powered by Google.

As a writer, she has contributed to the trade magazine *Perfumer & Flavorist*, the newsletter of the Tokyo Chamber of Commerce and Industry, and *Beyond Magazine*.

She holds a Master of Arts degree from California State University, Los Angeles, and enjoys traveling and scuba diving.