The Story
Why it exists.
The beginning
Raw comes from fragrance house Zhufu 竹浮, created by perfumer Jinyu Ju. The supplied record gives no launch year or a documented personal inspiration behind the name, so the composition itself is the clearest place to start. Green grass, bergamot, and coriander form a fresh opening, while a floral heart of lotus, jasmine, and violet brings the scent into softer territory. Cedarwood, musk, frankincense, and amber anchor it with a warm, woody base. That mix of grassy green, bright citrus, aromatic coriander, delicate flowers, and grounded wood gives Raw a quietly individual shape without needing a grand origin story.
What makes Raw interesting is the contrast between its clean opening and its more tactile center. Green grass and bergamot give it immediate lift, while coriander adds a lightly aromatic edge that keeps the freshness from feeling generic. Lotus, jasmine, and violet then soften the composition, lending it a watery floral character without the heaviness of a dense bouquet. The base changes the register again. Cedarwood gives the drydown a clear woody grain, frankincense adds resinous depth, amber brings warmth, and musk leaves a soft, quiet finish that feels close and polished.
The evolution
Raw begins with a bright lift of green grass and bergamot, sharpened by the herbal aromatic of coriander. The opening quickly gives way to a fuller floral phase, where lotus, jasmine, and violet create a fresh, airy impression with a gentle green undertone. As the heart settles, the woody materials come forward. Cedarwood gives the drydown a structured grain, frankincense introduces a measured resinous depth, and amber adds a warm, gentle glow. Musk softens the finish without taking away its composure. The arc moves from green and exposed to floral and refined, then to warm, woody, and quiet. The combination creates a composed character that stays focused rather than becoming loud, with the fresh top notes gradually giving way to the richer base.
Cultural impact
Zhufu 竹浮 presents Raw through a fragrance pairing that feels both refreshing and composed. Green grass, bergamot, and coriander establish a lively aromatic opening, while lotus, jasmine, and violet introduce a softer floral register. Cedarwood, musk, frankincense, and amber give the composition depth without disturbing its clarity. For those drawn to fragrance that balances freshness with warmth, Raw offers a clear point of discovery: an aromatic floral scent that begins on green notes, develops gently, and settles into a polished woody finish.
The House
Zhufu 竹浮Zhufu (竹浮) is a fragrance house operating at the intersection of Asian heritage and London craftsmanship. The brand draws its name from the Mandarin word for blessing, a deliberate sonic connection that reflects its central philosophy: that scent can serve as a vehicle for carrying good fortune through daily life. Each Zhufu fragrance captures specific moments from Chinese poetic tradition, translating them into wearable compositions. The house released multiple collections in 2024, including fragrances named after tea, forests, temples, and bamboo groves, suggesting a practice rooted in nature and cultural memory.
The Creator
Matsuno HidenoriMatsuno's signature reads as clean and purposeful. He gravitates toward citrus openings that read clearly, often deploying orange, mandarin, or bergamot as anchoring notes that signal intention immediately.
