Core Divisions | Heritage + Culture | Science + Technology | Enterprise + Sustainability | Artisanal + Perfumery
Oud Heritage & Culture Division
Where Sacred Smoke Becomes Living Memory
Long before oud became a luxury fragrance, it was a bridge between the human and the divine. Across centuries and civilizations, agarwood smoke rose from temples, mosques, monasteries, royal courts, and healing sanctuaries—carrying prayers, marking rites of passage, and preserving stories that words could not hold.
The Oud Heritage & Culture Division exists to safeguard, study, and transmit this living legacy.
This division is devoted to exploring oud not merely as a commodity, but as a cultural artifact, spiritual medium, and ancestral knowledge system. From the incense traditions of East Asia to the perfumed rituals of the Middle East, from royal distillation houses to indigenous forest communities, we document how oud shaped identity, trade, ceremony, and sacred practice across continents.
Through historical research, ethnographic documentation, sensory archives, and hands-on cultural workshops, the division immerses learners in the intangible heritage of agarwood—its myths, rituals, craftsmanship, and symbolism. Every bead carved, every resin burned, every oil distilled carries generations of wisdom encoded in scent.
In an era of mass extraction and cultural erosion, the Oud Heritage & Culture Division stands as a custodian of authenticity. We champion ethical sourcing, cultural respect, and intergenerational transmission—ensuring that communities who shaped oud’s story remain part of its future.
This is where scent becomes memory, heritage becomes practice, and culture remains alive.
The Oud Heritage & Culture Division is dedicated to preserving, celebrating, and transmitting the ancient traditions, artistry, and spiritual significance of Agarwood — known as Oud, the “Wood of the Gods.” This division bridges history and innovation, ensuring that the legacy of Oud craftsmanship, trade, and culture continues to flourish in modern times.
Vision
To become the leading global center for Oud heritage education — connecting artisans, scholars, perfumers, and cultural custodians through the shared reverence for Agarwood’s timeless beauty and sacred legacy.
Mission
- To document and preserve the cultural traditions, rituals, and regional histories surrounding Agarwood use.
- To educate artisans and entrepreneurs in traditional craftsmanship such as incense, beads, sculpture, and perfumery.
- To foster intercultural exchange through workshops, exhibitions, and global collaborations celebrating Oud heritage.
- To empower communities by reviving traditional livelihoods connected to Agarwood craftsmanship and ethical trade.
Core Programs
- Oud Cultural Studies
Explore the origins of Agarwood in ancient civilizations — from royal temples of Asia to the Arabian perfumery houses. - Ethereal Oud & Spirituality
Study the role of Agarwood in meditation, healing, and sacred rituals across cultures and religions. - Global Oud Heritage Exhibit
A traveling exhibition showcasing the artistic and cultural significance of Agarwood through time. - Oud Storytelling & Oral Histories
Archiving local narratives, ancestral practices, and generational knowledge of agarwood artisans and traders. - Cultural Trade & Ethics
Understanding the historical trade routes, ethical sourcing, and modern conservation principles shaping the Oud industry.
Tagline: “Preserving the Soul of Oud — From Tradition to Tomorrow.”