Those who have travelled to Thailand may be lucky enough to have visited his niche perfume shop. For the majority of perfume users in Hong Kong, who grow up under the nourishment of French perfumes, US deodorants, over-the-counter commercial fragrances and their ads, the name Tada Archawong may not ring any bells. But now – TADA! – Tada the perfumer is coming to Hong Kong to tell us who he is and inspire us with the scents he creates.
I am perhaps among the lucky ones, as I am given the chance to welcome him in advance (with loads of questions) ~
T: Tada B: Belle @ the Fragrant Voyage
B: A fortnight later, you’ll be seeing us in Hong Kong for the first time. Words cannot describe how much I look forward to this gathering! Talking about travelling, I remember a few perfumes of yours are named after cities and iconic architecture. Which places inspire you most?
T: If I had to pick a favorite, it would definitely be Japan. I have friends there, and it’s a country full of people who are passionate about what they do, which makes it even more intriguing.
B: Then where does your passion for perfumery come from?
T: In reality, I enjoy working on handcrafted projects and love to know every detail from all angles. However, many projects often lose their charm quickly because there is a point where exploration ends. But with perfumes, it feels like an endless journey of discovery, where you can always find something new. That’s why it has become the thing I’ve done for the longest time, and I still feel that I don’t know enough.
B: Are you self-taught, or where did you learn to mix perfumes?
T: With the help of friends at the beginning, I then started to study it on my own. I consider myself lucky to have someone in the industry (who went to study all the way in France) whom I can consult anytime. However, I mostly prefer to study and experiment by trial and error on my own.
B: When did you come up with the idea of creating your own brand?
T: I had this thought at the very beginning, that if one day my perfumes became good enough, I would start a brand.
B: And you’ve made it. You succeeded in bringing your brand TADA PARFUMEUR to life. When was it actually established?
T: It was officially established in mid-2022, with its inception starting about a year prior to that. I named the brand after myself, so the creation of scents is not restricted to just one concept and this allows the brand to evolve along with me.
B: I can see this young brand gradually expanding, and it’s quite well-received in Taiwan. How many countries have your perfumes reached so far?
T: They are currently available in 3 places: Thailand (in 5 stores), Vietnam, and Taiwan.
B: Which are the bestsellers?
T: In fact the two best-selling products are Black Cavendish and Radiant Memories.
B: Do you think there’s a common, defining olfactory style shared by your perfumes? Let me put it this way: the DNA of TADA PARFUMEUR?
T: Each scent has a completely different purpose, which is why each of my perfumes is distinct. However, one element that is present in most of them is the amber tone. Amber is my favorite, for sure, which I like to incorporate. That’s probably due to my personal preference. However, it always depends on the concept of the scent and whether it’s necessary. If it doesn’t fit, I won’t include it. Another note that I frequently use, though not always listed, is sandalwood.
B: What about the opposite? There must be something we dislike or at least find difficult to use.
T: As for what I don’t like, it would probably be coconut notes. The one I find most challenging to use is the metallic note. Incorporating it in the right proportion without making the scent too sharp is often difficult to control.
B: You’ve just pointed out two of my least favorite notes! To me, cut-grass note, pineapple, and anything resembling cis-3 Hexenyl Acetate are the most unbearable ones. So, other than the use of raw materials, what do you think is the biggest challenge as an independent perfumer? Or as a Thai perfumer?
T: Conveying things, whether stories or objects, into a scent is quite challenging. There needs to be a connection between the fragrance and what is being presented. Since scent is an abstract concept, it makes this task even more difficult.
I view perfume as something very individualistic, so I don’t necessarily focus on what makes “Thainess” special. However, I believe that independent brands share a common trait: they have unique scents and a deep passion for their craft. This is what makes their perfumes intriguing and offers more than the typical fragrances we commonly use.
B: Thank you for introducing TADA PARFUMEUR to Hong Kong perfume lovers. I’m sure it will be a completely new olfactory experience to us. And I’m grateful for the exclusive scent, CHINESE OPERA, you created especially for this upcoming gathering!
T: As I’m half Chinese, I often found myself participating in Chinese ceremonies during my childhood. One of the things my grandmother loved to do was to take me to watch Chinese opera at the end of our alley regularly. I channeled that feeling into a scent, with a base of powdery and incense notes. The fragrance has a slight vintage vibe, but it’s twisted with musky tones to give it a more contemporary feel, along with a lychee note that makes the top notes shine. To me, Chinese opera embodies an art form that is elegant, grand, and magnificent.
B: That’s another good example of how our memories and emotions are associated with, or translated into, scents. Looking back at your olfactory journey, is there any important person you would like to thank?
T: In fact, it was probably my partner. When I first decided to start this, I had to pull our savings together to create the brand. It was a huge risk, and my partner was willing to let me do it. Besides that, it would be all the customers who love my brand. I hardly did any marketing at all, so the fact that it reached many countries through word of mouth is truly wonderful.
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