Just over 300 years ago (circa 1705), Moriyoshi Rokuzaemon Hata, who headed the Tanba-Sasayama district of the present Kyoto prefecture, created a local store called SASAYA. Rokubei Moritsune Hata, who represented the third generation of the Hata family to be involved in making incense, began incorporating methods of creating incense he learned while working at the Imperial Palace in Kyoto. He applied the courts secret traditions of blending incense that had previously been enjoyed only by royalty.
Many generations later, the Hata family continues the legacy of their ancestors, offering a wide variety of unique, hand-blended incense. Today, Shoyeido is considered the highest quality, most natural incense available in the world.
Shoyeido" is derived from the three characters Sho, Yei and Do , and is pronounced Show-Yei-Dough in English.
Sho means Pine tree; Yei is the ancient sound meaning "Prosperity"; and Do is a large building, i.e. a store or company. In their traditional grading system, the Japanese routinely used "sho (pine tree), chiku (bamboo) and bai (plum tree), to represent varying degrees of quality. In this grading system, sho (pine-tree) represents the highest grade or quality.