By Honorary Reporter Myrtle Iris Villaraza from Philippines

K-pop artists often express themselves beyond music, with many also acting as brand ambassadors. Joshua from the boy band SEVENTEEN has gone a step further by joining the creative process. 

Known for his love of art and crafts, he recently launched a perfume line with Lola James Harper, a Paris-based lifestyle brand of candles, fragrance, film and music founded in 2013 by Rami Mekdachi.

In 2022, Joshua mentioned in a Vogue Korea interview that he uses the brand's fragrance The Comics Store. Both he and Mekdachi have since become good friends. 

In 2023, they released their first collaborative candle inspired by Joshua's love for the Hangang River in Seoul. Their most recent project, the perfume Joshua Hong Togetherness Wish, was inspired by the theme "Togetherness," reflecting the K-pop star's speech in Paris last year when his group was appointed UNESCO's first Goodwill Ambassador for Youth.

The following are excerpts from a July 17-18 email interview with Mekdachi on his journey, creative process and insights on making perfume.

Briefly introduce yourself. 
I was born in Beirut, Lebanon, and raised in Paris, France. As a teenager, I expressed through music, photography and film emotion and storytelling. I fell into the world of perfume at age 27 after meeting two extraordinary perfumers who opened my eyes to the poetic and emotional dimension of scent.

In my 20s, I began to realize how sound and scent were deeply connected, both invisible, yet deeply moving, sharing terms like notes and composition and rooted in sacred rituals. This led me to explore the idea of capturing the scent of places in Paris. Following years of making music, directing art and creating scents for famous brands, I launched Lola James Harper with my family.

How did you feel after hearing that Joshua loved your perfume The Comics Store?
After Joshua mentioned our The Comics Store room spray in a Vogue interview as his favorite scent, we saw an unexpected surge in sales. Inspired by a New York comic book shop, the scent had always been more niche but his mention brought it to global attention. I was genuinely moved by the way he spoke about it with sincerity, depth and real knowledge. When I reached out to thank him, he responded immediately and what began as a simple exchange soon became a meaningful conversation about art, scent and culture.

What do you enjoy most about creating scents with Joshua?
What I love most about working with Joshua is his deep understanding and passion for fragrance. He's a true aficionado, which makes the creative process rich and inspiring. Beyond that, it's his thoughtful and sincere nature that makes our collaboration meaningful.

How was the July 2 launch event in Seoul for the scent you made with Joshua?
Seeing Joshua's fans instantly connect with the scents and the story behind them was incredibly moving. It felt like more than a launch; it was a celebration of friendship, creativity and shared values. Collaborating so closely with a K-pop artist is rare in niche perfumery, and it truly felt like the beginning of something new and special.

msjeon22@korea.kr

*This article is written by a Korea.net Honorary Reporter. Our group of Honorary Reporters are from all around the world, and they share with Korea.net their love and passion for all things Korean.