The Scent of 'Soy Sauce, Sugar, Mirin'.

When you receive something hot off the press, there’s always that smell of industrialization. The smell that reminds you of charcoal, ink, hot metals.

So to counter that, way before I approved the first draft of the book, I ordered this secret fragrant oil from Queensland. The plan was for the book to smell like food, not ink.

It was a pain in the packaging process. As I sign, number and write a personalised message in each book, I also had to remind myself to give it a spritz before putting it into the padded envelope.

I wasn’t sure the scent would last, not to mention all the way to America.

But so far, I’ve received positive feedback with domestic deliveries.
Some had DM’d me directly to ask exactly what perfume I used.

”Pandan? Is it Pandan?“ Some asked.
It’s interesting how all my Asian friends think it’s Pandan.

No guys. It’s buttered popcorn.

That’s right, my book smells like buttered popcorn.

Once, I suffered from sinusitis and went through a full week without my sense of smell, it was not an experience I wish upon my enemy. From the experience, I knew how important it is to trigger emotion and memories.

My first job in advertising was in direct mail. There’s a sense of shame because back then everyone wanted to make shiny above-the-line TV ads, billboards, campaigns. It’s funny how we’re all in the same cage of has-beens behind digital ads.

Looking back, DM taught me that a tangible product is the most personal of all form of marketing.

Sure, when unsolicited we call them junk.
But when it’s something you love, it connects to you immediately.

The original American Express Black Card was direct mail.
The first Netflix DVD was direct mail.
Heck, all your amazon deliveries are direct mail.
All the unexpected food delivery, love pack?
The handwritten letter from your grandchildren, Gary V’s thank you economy, all direct mail.

Just like this book.
It’s selling my writing, my recipes, my personality, tone of voice.

But to take it a step further, I need that extra something.
I don’t have to, but I want to.
I want people to feel happy subconsciously when they read the book.
Like that anticipation in the cinema lobby.
That popcorn smell.
Childhood bliss.

Let’s see you do that with a TV spot or a ‘story’ on Instagram.