The brand's concept is based on the teachings from the "Five Elements of Theory" of Chinese philosophy and the "Ten Virtues of Koh".
The "Five Elements Theory" states that every place, person and object in the universe was made from the five basic elements: wood (Moku); fire (Ka);
earth (Do); metal (Kon); and water (Sui). The "Ten Virtues of Koh" was written by Ikkyu Sojun, the Zen master of the muromachi era, during the fifteenth century.
It is a sublime verse that extols the benefits derived from the properties of incense.
When lit, "elemense" is designed to incite the experience that enlightens all five senses and hints that the invistible fragrance starts to take on a visible form, elemense.
The brand name is a combination of the words"element" and "sense".