O[wa] ラグジュアリー乳香キャンディ

2016

Rare rose aroma for tables around the world.

We launched our Pink Rose flavor, inspired by the rare roses blooming in Jabel Akhdar, Oman's highlands. In the same year, O[wa] began to be adopted by leading hotels in the Middle East, government agencies, and as corporate novelty gifts. It quietly started crossing borders, appearing in airport duty-free shops. Gracing prestigious tables across the Middle East as a single grain, a symbol of harmony – this expanding reach carried the brand to new heights.

2017

International stages, and the passion of the earth.

At the International Health Conference held in Salalah, southern Oman, we had the opportunity to quietly deliver O[wa] to the esteemed guests. In the same year, we also unveiled a new product infused with the aroma of chili pepper, as if capturing the intense sun and passionate earth of Oman. It was a year in which a new facet of the brand was released to the world, weaving a spoonful of passion into the gentle frankincense.

2019

To Japan, as a symbol of friendship.

On the occasion of the "Ceremony of the Enthronement," O[wa] had the honor of being presented to Japan by the Sultanate of Oman as a symbol of Japan-Oman friendship. In the same year, it made its first appearance in Japan at the Omani Embassy's National Day reception held at the Imperial Hotel. It was an unforgettable year, as a single grain nurtured in the distant Middle East touched the eyes and tongues of the Japanese people for the first time.

2021

Expo 2020 Dubai, under the world's spotlight.

O[wa] was sold at the Oman Pavilion of the international exposition held in Dubai. Amidst the gaze of visitors from around the world, a single candy spoke of its homeland's culture—in a place where over 190 countries gathered, O[wa] quietly presented its strong brand presence to the world.

2022

The 50th anniversary of diplomatic relations between Japan and Oman, a commemorative gift.

In commemoration of the 50th anniversary of diplomatic relations between Japan and Oman, we have unveiled a special commemorative box. Developed at the request of the Omani Ministry of Foreign Affairs, this item was presented as an official gift to strengthen relations between the two countries, delivered to various ministries, embassy officials, and individuals connected to both nations. It has been an honorable year to add a touch of harmony to this historical milestone.

2023

To travel and to everyday life, and once again to the World Expo.

We announced the new "Travel Pack" series, designed to be a companion for both travel and everyday life. This was an attempt to bring the joy of carrying and the joy of gifting closer to people. In the same year, the brand once again went global at the Oman Pavilion of the International Horticultural Exhibition in Doha. It was a year in which the brand saw a gradual expansion, balancing both daily life and international presence.

2024

A symbol of luxury on the global stage.

O[wa] was chosen as a distinguished gift for the booth of the Ministry of Health at a medical international conference held in Saudi Arabia. In the same year, it received an international luxury award. It was a milestone year, as the single grain, woven with rare ingredients, artisan craftsmanship, and cultural harmony, was truly recognized by the world's aesthetic sensibilities.

2025

Osaka-Kansai Expo: An Encounter with Japan.

O[wa] exhibited at the Oman Pavilion at Expo 2025 Osaka, Kansai. To commemorate the Expo, a special yuzu-scented flavor was also released. In the same year, the brand's journey was featured in a special article in Oman's state newspaper - it was a significant turning point, where encounters in Japan resonated with blessings from the home country.

2026

Purewells Japan, launched.

Purewells Japan has been established, marking O[wa]'s official entry into the Japanese market. Starting with pop-up stores, our journey to bring frankincense into daily life will begin a new chapter as we meet people across Japan. Each day, we'll strive for this long-cherished scent to quietly blend into Japanese life.