Entrepreneur: Aiko Tanaka
Brand: Hibi Matches
Founded: 2021
Annual Revenue: $8.2 million
At just 23, Aiko Tanaka has managed to turn a simple household item—matches—into a global aromatherapy sensation. Her brainchild, Hibi Matches, launched in 2021, has become a cult favorite among Gen Z and wellness enthusiasts worldwide. Each tiny stick, disguised in minimalist Japanese design, burns for 10 calm, fragrant minutes—enough to transform an ordinary moment into a mindful ritual. And in doing so, it’s lit the path to $8.2 million in yearly revenue.
Hibi Matches – 10-minute aromatherapy rituals wrapped in sustainable Japanese design.
Table of Contents
A Spark from Nostalgia: The Birth of an Idea
Aiko grew up in Kobe, Japan, immersed in her parents’ artistic and cultural traditions. Her father, a tea ceremony master; her mother, a flower shop owner. Their home often carried the warm embrace of incense and floral aromas. But in 2018, Aiko left this comforting world to study in the U.S., where she found herself in a bare, clinical dorm room that felt more like a hospital than a home.
One night, in a bid to feel a bit more “homey,” she lit a store-bought match. Instead of comfort, it greeted her with the acrid sting of sulfur. That pungent whiff triggered a realization: what if a match could actually smell good—like incense, like home? That moment of longing sparked something bigger than she ever imagined.
Turning a Dorm Room into a Brand
In 2020, long before Shopify stores were trendy, Aiko built her own independent website and launched Hibi matches, which means “daily” in Japanese. She wasn’t just selling a product—she was creating a ritual. Working closely with Japanese incense makers, she developed matches that would burn cleanly for 10 minutes and gently diffuse calming scents—no smoke, no chemicals, no sulfur.
She hand-packed the first orders in her dorm, scribbled thank-you notes by hand, and couldn’t afford to run a single ad. So, she mailed her product to 20 niche lifestyle influencers. One Instagram post later? Boom—300 orders. Within just a month, she had sold 5,000 boxes.
Aiko said she didn’t sleep a wink that night: “It wasn’t just a match I lit—it was a dream catching fire.”
What Makes Hibi Matches So Special?
Hibi’s magic lies in its simplicity and soul. It strips away the fuss of traditional incense and turns aromatherapy into something small, elegant, and irresistibly personal.
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The 10-Minute Pause: Each match lasts just 10 minutes—perfect for a short meditation, a bath, or simply slowing down with a book.
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Eco-Forward Design: No sulfur, no synthetic additives, and 100% biodegradable packaging. Sustainability isn’t just a feature; it’s part of the philosophy.
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Zen Packaging: The matchboxes echo minimalist Japanese aesthetics, featuring handwritten haikus and poetic touches that feel like opening a love letter.
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Anytime, Anywhere: Whether it’s a spa day at home or a quick breather between meetings, Hibi matches turn the mundane into something sacred.
Marketing Magic: Community First, Hype Second
Rather than going the Amazon route, Aiko stuck with her own online store. That gave her the freedom to build a brand that felt deeply personal and immersive.
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TikTok Therapy: Aiko began documenting the process behind Hibi—match-making, scent testing, the first strike. These candid, calming clips went viral. Soon, hashtags like #HibiMoment took off, giving fans a way to share their rituals.
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Micro-Influencers, Major Impact: Instead of chasing big names, she sent curated gift boxes to micro-lifestyle bloggers, many of whom posted “unboxings” that built natural buzz.
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Seasonal Collaborations: Special edition collections, like “Cherry Blossom Season” made with Japanese illustrators, routinely sell out in hours. Scarcity, it turns out, is part of the charm.
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Media Lift: In 2022, Vogue called Hibi matches the “new wave in aromatherapy.” The response was overwhelming—the website crashed, orders multiplied tenfold, and Aiko had to rope in her parents to help pack orders at home.
Growth Pains—and How She Handled Them
By early 2022, Hibi was riding a tidal wave of popularity. But fulfillment couldn’t keep up. Some customers had to wait over a month for their matches, raising concerns about product freshness.
Aiko didn’t brush it off. She overhauled her logistics setup, redesigned the packaging for better protection, and even offered free mini-match samples to appease disappointed buyers. She also launched a subscription service—one new scent every month—which now contributes nearly 40% of total sales.
From Dorm Room to 70 Countries
By 2023, Hibi matches had reached 70 countries and sold over 1 million boxes annually. The brand is now a premium staple in luxury hotels and wellness centers, offered as in-room amenities or part of meditation kits.
Next? Aiko’s working on a personalized match service, where customers can choose custom scents and designs—ideal for gifting or events.
Additional Insgiths: What many don’t know is that Hibi is more than just Aiko’s solo venture. It was created with the support of two heritage Japanese manufacturers: Kobe Match Corporation (est. 1929) and Daihatsu Corporation, a traditional incense maker founded in 1936. Their joint goal? To reinvent century-old craftsmanship for the modern, fast-paced world. Source: Magnifissance
Lessons from Aiko Tanaka’s Playbook
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Start with a Pain Point: She turned homesickness into a brand that heals.
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Own Your Platform: Running an independent site gave her full control over the customer experience.
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Be Real, Stay Small (at first): From handwritten thank-yous to replying to DMs, authenticity was her superpower.
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Adapt, Don’t Panic: She turned logistics failures into new services that improved customer loyalty.
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