White Rice

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All about this fragrance

Vibe check

The tempo is unhurried: lunch has finished, a bowl of rice still warm on the table, and conversation continues at close range. Its nutty softness and powdery musk suit that quiet proximity, lending comfort without turning sugary or demanding attention.

How to wear

Try two or three sprays on the wrists and upper chest to keep its rice-and-orris softness close to the body. Mild weather suits its delicate balance; in colder conditions, wear it beneath clothing for a more sheltered impression. Projection is intentionally intimate, with the brand suggesting roughly four to six hours on skin, depending on conditions.

Who it’s for

For those drawn to savory gourmands, powdery iris and understated musks rather than syrupy sweetness. It suits a taste for familiar, everyday aromas translated into perfume, with nutty grain, gentle woods and a soft, close-wearing finish.

Release year

2023

The nose

Anh Ngo created White Rice in collaboration with IFF. Founder Nick Hoang deliberately sought a Vietnamese perfumer and began working with Ngo while he was still a trainee. The composition balances the delicate character of rice with powdery orris, soft florals and musk, preserving its intimacy rather than amplifying it into a bold gourmand.

Collaborators

Founder Nick Hoang shaped the creative direction, drawing on memories of his rural Vietnamese childhood and time at his grandmother’s house. His collaboration with Anh Ngo placed familiar Vietnamese smells at the center of the brief. IFF contributed as the perfumery organization working with Ngo, rather than as a separately named perfumer.

d'Annam’s story

d’Annam explores Asian cultures through fragrance, working with local perfumers, illustrators and artisans. Guided by calmness, delight and respect, the Vietnamese house treats scent as an emotional narrative rooted in everyday life, rather than an exercise in power or spectacle.

White Rice’s concept

White Rice belongs to the debut collection, Chapter 1: Enchanting Vietnam. Inspired partly by Hoang’s memories of his grandmother’s home, it pays tribute to jasmine rice as an everyday source of nourishment. The creative challenge was to give this delicate aroma enough definition for perfume: pandan, jasmine and musk support its gentle sweetness, while orris and woody nuances preserve its nutty texture.

Extra info

The rice inspiration is specifically white jasmine rice, not a jasmine-flower concept alone, although jasmine also appears in the formula. In February 2025, d’Annam announced an egg-inspired bottle symbolizing purity and origins, with a gradual rollout across its existing collection.