Luem Pua

NOMR x Devanom

Japan turned rice into sake, and the world learned to see it as craft.
Thailand has its own rice alcohol.
It is called Sato.

For many people, Sato still belongs to the image of something rough, local, and homemade. Sticky rice is fermented, yeast develops naturally, and the result depends on what grows inside it.

That process can be beautiful, but it is hard to control.
Good yeast and unwanted yeast can live in the same fermentation.
Devanom approached sato from another direction.
They use science to understand the process, develop their own pure yeast, and control the fermentation with precision.

The goal is not to erase the character of sato.
The goal is to let it become cleaner, more expressive, and more consistent.
Luem Pua is made from black sticky rice from Sakon Nakhon.
The name means “forget husband”, a phrase used in Thai food culture for something so good that someone might forget to save it for the person beside them.
It is a name with humor, appetite, and memory in it.

This fragrance was created from that profile.
The Sato was tasted, smelled, discussed, and translated into scent with Devanom as co creator.
Berry brightness opens first, touched by the soft sourness of yoghurt and clean fermentation.
Coconut blossom nectar brings the sweetness of Thai drinking culture.
Sticky rice, sato, coconut, palm sugar, woods, and musk rebuild the body of the drink on skin.

Luem Pua is the scent of Thai sato rebuilt from black sticky rice, clean fermentation, and the pleasure of forgetting to share.

Top Notes: Sato, Mixed Berry, Yoghurt
Heart Notes: Sticky Rice, Coconut, Palm Sugar, Coconut Blossom Nectar
Base Notes: Vetiver, Sandalwood, Musk