[INTERVIEW] Emarq Decor: fragrances that transform Asian cities into sensory experiences
2025-12-20Founded by Evelyn, an architect and interior designer, Emarq Decor is a Brazilian brand that transforms cultural references from Asia into sensory experiences through scented candles, diffusers, and decorative items. Inspired by cities in Korea, Japan, and the universe of K-dramas, the brand creates a connection between design, memory, and cultural identity, translated into carefully crafted fragrances and artisanal processes.
In this interview, Evelyn talks about the inspirations behind the creation of Emarq Decor, the development of fragrances inspired by Asian cities, the presence of Korean and Japanese culture in the brand’s visual identity, and the challenges of building a culturally specific brand in Brazil. The interview was conducted via Google Docs in early December.
What inspired you to create Emarq Decor and to bring fragrances and elements connected to cities in Korea and Japan to Brazil?
I am trained as an architect and interior designer, and what inspired me to create Emarq Decor was my long-standing interest in artistic and handmade work. Working with scented candles gave me the opportunity to express that creative side.
As a descendant of Japanese people, I have always had strong Japanese influences in my creative process, in addition to constant contact with Asian culture. Since I was young, I watched K-dramas and had contact with manga and anime, so all of this has always been deeply connected to who I am. When creating Emarq Decor, I chose Asian fragrances because they are part of my identity.
How did the idea of turning your references and experiences with Asia into candles, diffusers, and decorative items for Emarq Decor come about?
When I started my entrepreneurial journey, I realized that I needed to find a niche. Then I thought, why not Asian culture? It was already part of my background and very present in my daily life. It felt natural to transform those references into products that other people could experience.
What was the first Asian city that inspired a fragrance by Emarq Decor, and what does it represent to you?
The first city that inspired me was Jeju Island, because of the K-drama When Life Gives You Tangerines. When I launched the candle, many people really liked it, and it was very special to realize that there was a strong audience interested in Asian culture and K-dramas. That moment helped me clearly see the potential of the brand.
How do you develop the fragrance curation process to ensure that each candle and diffuser faithfully represents the atmosphere of an Asian city?
I usually do a lot of research to identify a defining element of each city. For the Jeju Island candle, for example, I represented the city with tangerine and rosemary fragrances. Tangerine was chosen because the island is known for producing Hallabong tangerines, while rosemary was included to evoke the island’s fresh, herbaceous, and natural atmosphere.
How does your identity as a woman entrepreneur influence the aesthetic, creative, and sensory choices of Emarq Decor?
I always try to research many references and align them with my personal tastes. When I visit candle and diffuser stores, I like to smell the fragrances and observe the design of both the products and their packaging.
I also pay attention to Asian spaces that are not necessarily related to the candle universe, trying to understand the thought process behind product development and execution. I enjoy studying and researching constantly so I can keep improving.
Which aspects of Korean and Japanese culture are most present in Emarq Decor’s products and visual identity?
In addition to essences such as matcha, Japanese melon, and cherry blossom, one of the most striking aspects is the naming of the candles, which reference places in Korea, such as City of Busan, City of Seoul, Jeju Island, and the Joseon Era.
The labels and stickers also reference Asian landscapes and visual elements, reinforcing the cultural identity of the brand.
What is the artisanal process behind Emarq Decor’s candles and diffusers like? Is there any special detail that has become part of the brand’s essence?
The candles are 100% vegan and made with coconut wax, which provides a cleaner burn. A special detail that has become part of the brand’s essence is the labels, which are entirely original and produced by us.
What challenges have you faced when creating a brand with such a culturally rich and specific concept as Emarq Decor?
I believe one of the main challenges is that many Asian fragrances are still unfamiliar to the Brazilian public. In addition, because the store operates online, people cannot experience the scents in person, and many feel the need to smell the fragrances before making a purchase.
What are the next steps for Emarq Decor? New cities, new fragrances, or even new Asian countries on your radar?
The next steps for Emarq Decor involve further expanding Asian culture through the launch of new collections with Korean, Japanese, and K-drama-inspired themes. I am also studying the development of stationery collections, with products such as journals, notebooks, bookmarks, and stickers featuring Asian themes.
What kind of feeling, memory, or sensory journey do you want people to experience when using an Emarq Decor product?
I want people to feel as if they are living inside a K-drama. More than that, it is an invitation to slow down and appreciate the small things in life.
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