d'Annam Matcha Soft Serve Eau de Parfum

What it smells like

Matcha Soft Serve opens with the distinctive, slightly grassy brightness of matcha tea—that particular green note that sits somewhere between fresh leaf and powdered earthiness. It's immediately recognisable, neither floral nor fruity, but genuinely tea-like in its clarity. This top note establishes the composition's central idea: the scent of something cold, creamy and subtly sweet.

As the fragrance settles, the heart reveals its gourmand heart. Milk arrives as a soft, creamy accord that transforms the matcha's initial sharpness into something gentler, almost comforting. Alongside it comes the waffle cone—a subtle sweetness with a faint nod to butter and baked grain. Together, these notes create the olfactory equivalent of that moment when matcha powder dissolves into cold milk, becoming something altogether more indulgent than either ingredient alone. There's a sense of chill here, a coolness that feels deliberate rather than accidental.

The base settles into vanilla, but this is no heavy, syrupy vanilla. Instead, it provides a warm anchor that prevents the composition from becoming too airy or insubstantial. It's the vanilla of sweetness itself—the note that says 'dessert'—without overwhelming the matcha's essential character or the creamy softness of the milk. The overall effect is balanced: green and creamy, slightly sweet, with enough restraint to feel wearable rather than gourmand-heavy.

Who made it

Anh Ngo is an IFF perfumer whose particular gift lies in translating the specific sensory experiences of Asian food and drink culture into precise, evocative fragrances. Rather than approximating or romanticising, Ngo composes scents that capture the true-to-life character of their inspiration—the actual smell of matcha as it exists, the genuine sweetness of soft serve ice cream, the textural quality of a waffle cone. This is not perfumery that invents; it interprets.

For d'Annam's Vietnam-inspired collection, Ngo serves as the principal nose, bringing both technical mastery and a deep understanding of the cultural and culinary references at the heart of each composition. Matcha Soft Serve is part of this body of work—a collection of fragrances that function as olfactory love letters to the dishes, drinks and rituals that define East and Southeast Asian memory and pleasure.

Who it's for

This fragrance suits those with a genuine affection for gourmand scents who nonetheless appreciate restraint and specificity. If you love the idea of wearing fragrance inspired by food and drink, but find many gourmand fragrances too heavy or one-dimensional, Matcha Soft Serve offers an alternative: sweetness tempered by the genuine green character of matcha, creaminess balanced by clarity.

It appeals equally to those with a particular fondness for matcha itself—whether as a beverage, ingredient or cultural touchstone. There's an authenticity here that matcha enthusiasts will recognise. The composition doesn't pretend matcha is something it isn't; instead, it honours the ingredient's distinctive character whilst placing it in a gourmand context.

It's also for anyone drawn to d'Annam's broader project: the idea that fragrance can be a form of cultural storytelling, that scent can evoke specific places, rituals and memories tied to Asian food and drink. If you've worn other fragrances from the house—Mango Sticky Rice, Mooncake, Bubble Tea—you'll recognise Ngo's approach: precise, affectionate, grounded in genuine sensory experience rather than perfume-house cliché.

When to wear it

Matcha Soft Serve works beautifully in warm months, when the composition's cool, creamy character feels most welcome. There's something inherently summery about soft serve ice cream, and this fragrance captures that seasonal quality without becoming aggressively aquatic or fruity. Wear it when you want something sweet but not heavy, present but not demanding.

It's equally suited to daytime wear—the matcha's green clarity keeps it fresh enough for office or casual settings—though its gourmand heart means it carries enough personality for evening. The 50ml Eau de Parfum concentration ensures good longevity without becoming cloying as the day progresses.

About the house

d'Annam was founded by Nick Hoang, whose name means 'from Annam'—the historical name for Vietnam. The house was conceived as a platform for olfactory storytelling centred on East and Southeast Asian food, drink and cultural memory. Rather than abstract or aspirational fragrance narratives, d'Annam composes scents inspired by specific, tangible things: white rice, mango sticky rice, matcha soft serve, mooncake, bubble tea. Each fragrance functions as a wearable interpretation of these references, rendered through scent.

The Vietnam-inspired collection is composed principally by Anh Ngo, with additional work by perfumer Luis Hou. Each fragrance is an Eau de Parfum, housed in minimalist rounded clear-glass bottles paired with illustrated art boxes. The design is deliberately understated, allowing the fragrance itself—and the cultural reference it represents—to remain central. d'Annam fragrances are available at Redolia Perfumery as full bottles, each a complete olfactory statement.