Professor Amirul Fikri, Lead Researcher, ASEAN Intangible Heritage Institute

“Finally, a fragrance house that treats Southeast Asia’s olfactory heritage with the reverence it deserves. ARUMA’s ‘Spice Route’ collection isn’t merely perfume—it’s wearable anthropology. The way their perfumers resurrected 15th-century Malaccan trade port accords using sustainable wild-harvested cloves is nothing short of alchemy. My archival team at the ASEAN Heritage Foundation uses their incense series during restoration work—the Sumatran benzoin variant sharpens focus like auditory ASMR. This isn’t just commerce; it’s cultural preservation through sensorial scholarship.”