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+---
+title: "Incense: Thoughts on Quality, Price, and Snobbery"
+description: "Some thoughts on how we think about quality, how incense pricing relates to it, snobbery, and my service-industry past."
+date: 2026-01-31
+tags:
+  - Incense
+synopsis: "Some thoughts on how we think about quality, how incense pricing relates to it, snobbery, and my service-industry past."
+imageURL: /img/thoughts-on-incense-quality-price-and-snobbery/tennendo-kyara-incense-stick-macro-shot.webp
+imageAlt: "A macro shot of a burning stick of incense with shallow depth of field."
+mastodon_id: "115993146633109522"
+---
+Whether discussing wine, spirits, perfumes, or incense, there is much back and
+forth on the subject of quality. On the one hand, there are the connoisseurs
+flashing their three-plus digit purchases on enthusiast forums, and on the
+other, there are the humble, salt-of-the-earth naysayers gleefully reminding
+them of that time a bottle of supermarket swill beat out a premium bottle in a
+wine competition. From fractions of a penny per stick for "hand dipped" fare,
+to
+[over ten dollars each for premium Japanese sticks](https://kikohincense.com/collections/kyara-incense/products/gyokushodo-en-no-sho)
+, the world of incense has something for every budget. It seems that for every
+person opining on the sublime beauty of the .5mm green-oil kyara and musk
+sticks they picked up for a trifling four-figures, there is another insisting
+that dollar-store punks soaked in a pungent bath of
+[liquid plastic](https://en.wikipedia.org/wiki/Dipropylene_glycol) and
+industrial aroma chemicals are just as good, and that anyone enjoying incense
+that cost more than pennies per stick is either a poseur or a rube brainwashed
+by the flashy marketing[^1] and pretty boxes of the Japanese incense industry.
+Amidst the bickering, newcomers to this fragrant world want to understand what
+quality means in the context of incense. How do they know that they're buying
+high quality incense? Where do they find it? How does quality relate to price?
+The reality is that there are as many answers as there are people, but I hope
+that I can add some nuance to the conversation, address some misconceptions,
+and, if I'm lucky, provide a little clarity on the subject.
+
+[![Three pieces of wood. On top is a small, thick piece, almost entirely dark brown with resin. Beneath is a thin agarwood "skin," resinated side up, showing streaks of dark resin on lighter colored wood. On the bottom is a skin with the resinous side down, showing the large amount of unresinated wood in these skins.](/img/flora_botanical_incense_abundance_oud/agarwood_skins_vs_white_kinam_bead_waste.webp "A piece of cultivated white kinam bead waste atop two lower quality cultivated “skins.”")](/img/flora_botanical_incense_abundance_oud/agarwood_skins_vs_white_kinam_bead_waste.webp)
+
+## What is quality, anyway?
+
+In order to talk about quality, we first have to come to some agreement as to
+what the word means. In the Tibetan and Chinese traditions, incense is used not
+only for fragrance, but also as medicine. Therefore, a stick made with a
+preponderance of very fresh and pungent material prized for its medicinal
+properties might be considered high quality, although to you and I it may smell
+like burning twigs with a hint of sulfur. If, like me, you understand that
+there is approximately zero compelling evidence that incense is of any
+medicinal value whatsoever, you will likely disagree with this assessment. I
+have also heard that consumers of Chinese incense value incense that uses few
+to no concentrates, whether natural extracts or synthetics. To this market, a
+dry and subtle sandalwood stick might be perceived as being of high quality,
+whereas consumers of Indian incense—today almost entirely a product of
+perfumery—may find it utterly underwhelming compared to their usual nag champa,
+powerful enough to fragrance a large open space during puja. In the west, there
+is significant consumer demand for natural products[^2], so incense marketed as
+"natural" will be perceived as being higher quality.
+
+It's plain to see that quality means different things to different people. But
+I wonder if it might be simply described as the degree to which something meets
+the *multiple* goals or needs of the person assessing its quality. As we'll see,
+enjoyment comes from many places. I strongly believe that, where it relates to
+consumables, the hang-up on raw sensory pleasure as the stick by which quality
+is measured needs to be put to bed. Was the week in which you had the most
+orgasms or ate the tastiest meals the highest quality week in your life?
+Perhaps it was, but I think that's unlikely.
+
+I rarely drink wine, but even I have become radically bored with hearing
+countless recitations of the time a handful of sommeliers roundly embarrassed
+themselves by preferring a glass of supermarket wine over the competing *Chateau
+Au Frou-Frou 1995*. Beyond the tiresome repetition, this sneering retort to
+those who enjoy wines priced beyond a box of Barefoot belies a fundamental
+misunderstanding of why people buy expensive wines in the first place. Sure,
+posturing happens, but an enthusiast will snag that $400 grand cru not because
+they want to show off on Instagram, nor because they necessarily think it will
+taste better than a cheap bottle, but because they want to know what the output
+of the estate tastes like. They want the 2008 vintage because they hear that
+the humidity that year had a unique effect on the grapes. They aren't familiar
+with the profile of César grapes, and would like to try a single-varietal
+bottle using them. They like the floral notes that biodynamic wine-making
+methods offer. And sure, if you put a glass of bottom-shelf Chardonnay in their
+left hand and a glass of "the good stuff" in the right, the left hand may well
+meet the lips more often, but that's beside the point.
+
+[![A poor quality photo of me and four of my cocktail-bar colleagues sitting on a couch posing for a photo. Everyone is dressed nicely and I am holding some sort of cocktail.](/img/thoughts-on-incense-quality-price-and-snobbery/FOH-Work-Event.jpg "Posing with some of my front-of-house colleagues at a work party in my bar-tending days.")](/img/thoughts-on-incense-quality-price-and-snobbery/FOH-Work-Event.jpg)
+
+In another life, I worked at an up-market cocktail lounge where we stocked
+high-end spirits. One whiskey sold for $7,000[^3] a bottle. Pours of another
+went for over $400 apiece[^4]. But the fifteen year old Pappy Van Winkle in the
+middle of the right-hand side of those bar-shelves was just as good as that
+$7,000 bottle. Although it was over $200 less per glass than our most expensive
+pour, most people agreed that it tasted better. This was irrelevant; people
+paid the extra money because those more expensive whiskeys were close to
+impossible to get. By tasting them, you were tasting history—a precious liquid
+that would, sooner or later, be lost to time. To the guests buying these
+whiskeys, they were not of the utmost quality because they tasted the best.
+They were of the utmost quality because they met desires beyond the want of a
+tasty drink: a desire for knowledge, for experience, for a connection with the
+past. All the same, after a long shift, a bartender I worked with once quipped:
+"At the end of the night, I'm not looking for nuance," as he took a shot of
+bottom-shelf whiskey and cracked open a can of lager.
+
+[![A poor quality photo of me and five of my colleagues in a commercial kitchen. Behind us is a storage area with stacks of cambro containers.](/img/thoughts-on-incense-quality-price-and-snobbery/In-The-Kitchen.jpg "A group-selfie in the kitchen of the cocktail-lounge.")](/img/thoughts-on-incense-quality-price-and-snobbery/In-The-Kitchen.jpg)
+
+## On snobbery
+
+If we take a closer look at practices that are often dismissed as snobbery, we
+soon realize that, even if they are weaponized as rituals of the upper class,
+they nonetheless have working class origins.
+
+Complex lists of flavor notes are a best-effort by those who produce a
+wine/spirit/coffee/what-have-you to describe the product of their labor to
+people who haven't tried it. Sticking one's nose into a Glencairn glass and
+breathing in through the mouth will keep alcohol from instantly nose-blinding a
+bartender-in-training, one who will be smelling hundreds of spirits over the
+coming weeks. The precise weighing of coffee beans packed into a portafilter
+provides consistency of flavor from drink to drink throughout a busy service.
+Even the haughtiest bottle of champagne has a team of *workers* behind it who,
+in pursuit of excellence, devise practices that will later be derided as
+pretensions because of their association with the class of people that can
+afford the product.
+
+Working people are the taste-makers. They always have been.  They create
+excellence every day, categorize it, describe it, devise the best ways to
+discern and appreciate the differences between one product and another. Working
+people are best positioned to take on these tasks. Their deep familiarity with
+what they produce is a far-cry from the shallow collection and consumption that
+has been rendered into a hobby by the affluent.
+
+## Does price matter?
+
+So, with all that said, what exactly does *price* tell us? Obviously it will
+give us a clue as to how the brand is positioned in the market but, uniquely to
+incense, pricing can give us a very good clue as to the ingredients used in a
+stick. Sure, there are differently priced coffee beans, but the sheer breadth
+of the range of prices for incense ingredients is perhaps paralleled only by
+natural perfumery.
+
+[![Me, standing in a creased apron in front of a rack containing pallets of green coffee beans in beige sacks.](/img/thoughts-on-incense-quality-price-and-snobbery/a-lot-of-coffee-beans.JPG "An awful lot of coffee beans.")](/img/thoughts-on-incense-quality-price-and-snobbery/a-lot-of-coffee-beans.JPG)
+
+Scarce does not begin to describe the dearth of highly fragrant and resinated
+agarwood in today's world. Oman's prized frankincense is so terribly
+over-exploited that the Omani government has all but taken over the industry in
+the country, only allowing a small amount of the precious resin to be released
+each year—at a premium price. Woe betide you if you are caught so much as
+looking at a sandalwood tree the wrong way in India these days, and as hard as
+they try, Indonesia and Australia are not yet able to match the quantity or
+quality of output by India's sandalwood industry in its heyday. Typically, as
+the price increases for East Asian incense, so too does the quality and/or
+quantity of these precious aromatics, and any incongruence here would quickly
+be noticed by enthusiasts. From
+[pennies per gram for eucalyptus leaf](https://web.archive.org/web/20250906194216/https://scents-of-earth.com/eucalyptus-leaf-eucalyptus-globulus-india/)
+to well beyond the price of gold for
+[top-end agarwood](https://web.archive.org/web/20250428184307/https://www.ensaroud.com/product/white-kinam/)
+, the range is extreme. While modern lifestyle brands market low-to-mid-range
+sticks for obscene prices, whole-botanical based East Asian incense from well
+known incense houses are all but forced align their pricing with the quality of
+the ingredients. When your incense uses whole-plant materials, the best-grown,
+freshest, rarest, and most fragrant plants come at a significant price premium
+due to their rarity and the labor involved in cultivating them.
+
+[![Ground sage leaves in the process of slowly being passed through a sieve. A spoon is in the sieve, and a small area of very fine powder is visible beneath the sieve.](/img/thoughts-on-incense-quality-price-and-snobbery/sifting-ground-sage-for-incense-sticks_copy.webp "Ingredient processing is arduous—especially for individual incense-makers who don't have expensive equipment.")](/img/thoughts-on-incense-quality-price-and-snobbery/sifting-ground-sage-for-incense-sticks_copy.webp)
+
+For Indian style incense this situation is a little different. While higher
+prices might reflect the use of expensive natural oils as opposed to aroma
+chemicals, unfortunately, and as far as I know, incense using top-end natural
+materials is all but extinct in Indian brands. I am sure there are small
+artisans making premium incense in India, but it seems to be mostly smaller
+western operations such as [Jeomra's Räucherwelt](https://raeucherwelt.de/) that offer Indian-style
+incense made with premium natural materials. More-so than in Japanese incense,
+however, pricing seems to indicate effort for Indian sticks. As opposed to
+Japan's extruded sticks, it isn't at all uncommon to find agarbatti that are
+hand-rolled. It's debatable as to what difference this makes to the final
+fragrance. Some contend that the density of machine-extruded sticks negatively
+impacts the fragrance. I have also heard that machine extrusion limits the
+ingredients and composition of the incense dough. Regardless, it is inevitable
+that, in very cheap commodity products, corners will be cut. Some of these
+missing corners will surely affect fragrance. And of course, individual
+artisans will not have the benefit of industrial equipment or processes, and
+will thus charge more for their incense as it takes significantly more time to
+make.
+
+[![A close-up of a small pile of short and thin extruded incense sticks next to a ruler and a stainless steel extruder. Everything is on top of a drying mesh.](/img/thoughts-on-incense-quality-price-and-snobbery/extruded-incense-sticks.webp "It's a lot of work to make even just a few grams of incense sticks.")](/img/thoughts-on-incense-quality-price-and-snobbery/extruded-incense-sticks.webp)
+
+What do all of these pricing details say about quality, then? Little.
+
+While price can tell us about market positioning, ingredients, and effort, this
+may not mean much to you or I when it comes to our own ideas of quality. As I
+look in my incense-drawer I see a $12 box of vanilla Morning Star sticks from
+Nippon Kodo beside a tube of Brunei agarwood sticks from Yi-Xin Craft Incense:
+$50 for two grams. I've been burning the former since I was 15 years old and
+first discovered Japanese incense, a vast improvement over the cheap dipped
+sticks available to me previously. It's one of the few things capable of
+soothing sadness or anxiety in me, and I've been relying on it for this purpose
+ever since that first encounter. On the other hand, the Brunei represents an
+opportunity to sample the work of a small artisan. It's a chance to experience
+an extremely rare natural material and understand how the agarwood from Brunei
+differs from that found in Cambodia. I also very much enjoy the fragrance
+before bed. I wouldn't dare say that one of these sticks is better than the
+other. They are both competently prepared, low on off-notes, and offer a
+pleasing (to me) aroma. If the prices were exchanged tomorrow, I'd still buy
+both.
+
+## Have Americans been bamboozled?
+
+There seems to be a stereotype that American incense enthusiasts have been
+bamboozled into preferring quiet Japanese incense over cheaper, more fragrant
+Indian-style sticks by flashy marketing, product positioning, and fancy
+packaging. As an incense enthusiast and half-American, I must object on this
+point. Stick incense in this country is largely associated with stoner culture.
+It's seen as a cheap, smoky way to disguise the smell of burning cannabis
+(which is still illegal in many states). The incense most commonly available is
+typically bottom-of-the-barrel commodity fare with all of the burning oil,
+sawdust, and wood glue off-notes that it entails. Better Indian sticks, if
+available, are very strong for our modern, hermetically-sealed homes. And in
+the rooms of my small Chicago apartment, the powerful fragrances of Indian
+incense can quickly begin to feel like suffering for my sensitive nose, even if
+I might otherwise like them. There is also history at play. According to
+Michael Cousineau in *The Fragrant Path: A Guide to the Art of Incense,*
+Shoyeido introduced Japanese incense to the U.S.A. when the company made its
+debut in the 1893 Chicago World's Fair, where the "fragrance of incense wafting
+from the bazaar filled the Japanese Pavilion." For the event, Japan had far
+outspent any other foreign countries in constructing Phoenix Hall, a permanent
+and stunning example of Japanese architecture modeled on an ancient Buddhist
+temple. The response to the exhibit was such that Shoyeido developed the
+incense cone, a shape more likely to survive the long journey at sea, and
+demand soon became greater than the company's production capacity.
+
+[![A stereograph print showing part of the Phoenix Hall / Hooden Palace in 1893.](/img/thoughts-on-incense-quality-price-and-snobbery/hooden-phoenix-hall.webp "Unfortunately, the Phoenix Hall / Hooden Palace was lost in a fire. [Image courtesy of the Library of Congress](https://loc.gov/pictures/resource/stereo.1s46562/).")](/img/thoughts-on-incense-quality-price-and-snobbery/hooden-phoenix-hall.webp)
+
+By describing the rationale for any perceived preference for Japanese incense
+in the U.S.A., I don't mean to make any sort of value statement with respect to
+the incense of either India or Japan. But I will say that, for my needs,
+quality is largely to be found in  Japanese sticks. That said, the Indian
+incense sent over by [Irene](https://blog.rauchfahne.de/en/) has been something
+of a revelation for me: well-balanced fragrances from well-made sticks that
+(mostly) speak up without becoming overpowering. I have been enjoying these
+sticks tremendously and I will almost certainly buy more. Nonetheless, they
+fulfill a different role than my usual choices. Japanese sticks give me the
+opportunity to experience genuine high-end botanicals in a way that Indian
+incense rarely does. And, at least so far, no Indian sticks have come to soothe
+my soul like those boring, beige little vanilla sticks from Nippon
+Kodo—although I'm sure they may, given time.
+
+## Is natural better?
+
+Perhaps, depending on your goals, but not inherently. People have very strong
+opinions on the topic of natural botanicals versus synthetic aroma chemicals,
+but here's the truth: when it comes to health, natural botanicals are no better
+tested for burning than synthetics. If anything, the opposite is true. I also
+suspect that most people who get headaches from strong incense are reacting to
+the strength of fragrance, not its constituent ingredients. After all, many
+aroma chemicals are identical to the compounds found in nature.
+
+Another harsh truth is that consumers have no way of knowing whether the
+incense they burn is natural or not. Very few companies publish ingredients.
+Fewer publish all of them. There are also a wide variety of fragrances that
+you're simply not going to get without synthetics. Violet notes are practically
+never naturally derived, and whether or not synthetics are used, you're
+certainly not going to be getting any real kyara in your $14.99 box of
+[Tennendo Kyara](https://kikohincense.com/products/tennendo-kyara-incense) (as
+good as it is). The fact is that any respectable incense collection is going to
+contain a mixture of aroma chemicals and natural botanicals, so it's worth
+getting over this particular hangup early on.
+
+That said, if you want to understand what, for instance, Australian sandalwood
+smells like in incense, you'll likely reach for a stick that at least
+prominently features the wood itself. Likewise, faux-and-low-agarwood sticks
+scratch an entirely different itch than those that make liberal use of high-end
+wood. They're both nice for different reasons.
+
+[![A macro shot of a burning stick of incense with shallow depth of field.](/img/thoughts-on-incense-quality-price-and-snobbery/tennendo-kyara-incense-stick-macro-shot.webp "A burning stick of “Kyara” by Tennendo")](/img/thoughts-on-incense-quality-price-and-snobbery/tennendo-kyara-incense-stick-macro-shot.webp)
+
+## Putting it all together
+
+I recognize that I haven't offered any concrete answers here, but I hope that I
+might have been able to provide a little context for the discussion around
+quality in incense. We know that price indicates, at very least, market
+positioning and, so long as we're not dealing with a lifestyle brand, it also
+gives us a clue as to the ingredients and effort that went into an incense,
+although to what degree depends on its origin. What represents quality to us
+depends on our preferences and goals. Are we interested in experiencing and
+understanding the fragrances of natural materials? Do we want to analyze the
+work of our favorite Indian perfumer? Are we looking for something that reduces
+anxiety? Do we simply want to perfume a space as efficiently as possible?
+Physical, emotional, intellectual, and yes, sometimes social desires will all
+contribute to our degree of satisfaction and perception of quality, regardless
+as to whether an incense is predominantly natural or not.
+
+[^1]: I would like to point out that Japanese incense companies do close to no
+marketing at all here in the U.S.A., these days and what does occur is
+[not especially compelling](https://www.instagram.com/shoyeido_incense_usa/).
+
+[^2]: Which often conflicts with your average consumer's exposure to highly
+concentrated synthetic fragrances and the expectations that this exposure
+implants in them when it comes to incense.
+
+[^3]: For the curious, it was a Pappy 17 with the wax-dipped bottle.
+
+[^4]: This was years ago; I dread to think what they'd go for now.
diff --git a/content/now-burning/Now Burning_2026-01-16_14:01.md b/content/now-burning/Now Burning_2026-01-16_14:01.md
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index 0000000..e10c8b2
--- /dev/null
+++ b/content/now-burning/Now Burning_2026-01-16_14:01.md	
@@ -0,0 +1,7 @@
+---
+title: Kobunboku
+manufacturer: Baieido
+date: 2026-01-16 14:01:00
+time: 2:01 PM
+---
+
diff --git a/content/now-burning/Now Burning_2026-01-21_18:56.md b/content/now-burning/Now Burning_2026-01-21_18:56.md
new file mode 100644
index 0000000..e27c303
--- /dev/null
+++ b/content/now-burning/Now Burning_2026-01-21_18:56.md	
@@ -0,0 +1,7 @@
+---
+title: Kyara
+manufacturer: Tennendo
+date: 2026-01-21 18:56:00
+time: 6:56 PM
+---
+Absolute banger of a daily agarwood stick.
diff --git a/content/now-burning/Now Burning_2026-01-23_10:08.md b/content/now-burning/Now Burning_2026-01-23_10:08.md
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index 0000000..3b734ba
--- /dev/null
+++ b/content/now-burning/Now Burning_2026-01-23_10:08.md	
@@ -0,0 +1,7 @@
+---
+title: Rose Sawayaka
+manufacturer: Baieido
+date: 2026-01-23 10:08:00
+time: 10:08 AM
+---
+
diff --git a/content/now-burning/Now Burning_2026-01-23_11:57.md b/content/now-burning/Now Burning_2026-01-23_11:57.md
new file mode 100644
index 0000000..599e80b
--- /dev/null
+++ b/content/now-burning/Now Burning_2026-01-23_11:57.md	
@@ -0,0 +1,7 @@
+---
+title: Suifu
+manufacturer: Yamadamatsu
+date: 2026-01-23 11:56:00
+time: 11:56 AM
+---
+
diff --git a/content/now-burning/Now Burning_2026-01-27_17:37.md b/content/now-burning/Now Burning_2026-01-27_17:37.md
new file mode 100644
index 0000000..372101c
--- /dev/null
+++ b/content/now-burning/Now Burning_2026-01-27_17:37.md	
@@ -0,0 +1,7 @@
+---
+title: "Matsu no Tomo - Friend of Pine"
+manufacturer: Shoyeido
+date: 2026-01-27 17:37:00
+time: 5:37 PM
+---
+
diff --git a/content/now-burning/Now Burning_2026-01-28_09:22.md b/content/now-burning/Now Burning_2026-01-28_09:22.md
new file mode 100644
index 0000000..94d25e4
--- /dev/null
+++ b/content/now-burning/Now Burning_2026-01-28_09:22.md	
@@ -0,0 +1,7 @@
+---
+title: Awaji Island Koh-shi Coffee
+manufacturer: Kunjudo
+date: 2026-01-28 9:21:00
+time: 9:21 AM
+---
+Coming to dislike this one less as the days go by. Still not sure it smells like coffee though.
diff --git a/content/now-burning/Now Burning_2026-01-30_09:56.md b/content/now-burning/Now Burning_2026-01-30_09:56.md
new file mode 100644
index 0000000..60d6076
--- /dev/null
+++ b/content/now-burning/Now Burning_2026-01-30_09:56.md	
@@ -0,0 +1,7 @@
+---
+title: Moonlit Night
+manufacturer: Les Encens du Monde
+date: 2026-01-30 9:57:00
+time: 9:57 AM
+---
+
diff --git a/content/status/Status_2026-01-27_17:32.md b/content/status/Status_2026-01-27_17:32.md
new file mode 100644
index 0000000..9352ba5
--- /dev/null
+++ b/content/status/Status_2026-01-27_17:32.md
@@ -0,0 +1,5 @@
+---
+date: 2026-01-27 17:31:00
+emoji: ✒️
+comment: "A harsh truth for any new graphic designers out there: Most times, you'll get a logo. It will occasionally be vector. Once in a blue moon, it will also be CMYK / spot. Your client does not know what these things mean. They will never know what these things mean. There is nothing you can do about it."
+---
diff --git a/content/status/Status_2026-02-03_11:07.md b/content/status/Status_2026-02-03_11:07.md
new file mode 100644
index 0000000..e2aed5a
--- /dev/null
+++ b/content/status/Status_2026-02-03_11:07.md
@@ -0,0 +1,5 @@
+---
+date: 2026-02-03 11:04:00
+emoji: 💸
+comment: "Can we stop making fun of people who play the lottery please? We know we're not going to win it; we're just paying for that brief, illogical feeling of hope."
+---
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