Hwang Dong-jin, CEO of the scent marketing startup Fanatico, explained the motivation behind starting the business. Scent marketing is a marketing technique that stimulates the olfactory sense related to scent among human sensory organs, promoting consumption. Through this, corporations can enhance brand image and increase product value. Kyobo Bookstore, known for its signature scent, is a representative company that has successfully utilized scent marketing.
Fanatico is named after the Spanish word meaning 'fascinate' and operates the 'Scent Place' service to support brand scent marketing. The company analyzes the brand's identity, philosophy, and space and directly blends and provides suitable fragrance products. It is also Fanatico's role to arrange or display fragrance products so they harmonize well with the space.
CEO Hwang has had a keen interest in fragrance products such as perfumes and diffusers since childhood. Before studying perfumery in earnest, he created his own diffuser by purchasing raw materials at Bangsan Market in Jung-gu, Seoul, during his college years. As the niche perfume market, which targets a small number of preferences, began to expand among the MZ generation, Hwang decided to start the business in 2020. Currently, Fanatico operates the marketing service 'Scent Place' and its own brand 'Casabassia.'
Fanatico is currently collaborating with over 30 companies, including cafes and universities. Sales are steadily on the rise. In 2024, revenue increased by 200% compared to the same period last year, and in October, the company completed a contract for its own factory. New staff members have been recruited, allowing four team members to handle sales, planning, material inspection, and marketing. Continuing to grow robustly through a bootstrapping approach is also one of Fanatico's strengths.
Fanatico plans to expand its service targets to performance venues and K-pop artists in the future. Inspiration came from the collaboration with theater companies. CEO Hwang noted, “While consulting for a theater in Seoul's Daehangno, I was able to confirm the potential for expanding scent marketing,” and added, “Whereas we previously focused on space-centered consulting, we aim to offer services to a broader customer base by 2025.”
The variety of products sold is also expected to increase. CEO Hwang explained, “Now that we've registered our own factory, we can produce and sell cosmetics under our brand Casabassia,” adding, “In addition to existing products like diffusers, car air fresheners, and sachets, we will expand our product lineup to include hand creams, hand washes, and body washes.”
Meanwhile, Fanatico is a resident company in Dongguk University's Campus Town and is receiving support from the city of Seoul and Dongguk University Campus Town. The Dongguk University Campus Town Promotion Team selects promising startups as resident companies and plans and promotes various startup incubation programs, including providing startup support spaces, practical startup education, support for refining startup items, and continuous consulting from experts in each business field.