Opening oneself completely to the fragrance is called "listening to incense" in Japan.

The concept of "Listening to Incense" is rooted in Buddhism, specifically in the idea that the "in the Buddha's world everything is fragrant, like incense, including the words of Buddha... Therefore, Bodhisattvas listen to Budha's words, in the form of incense, instead of smelling them". [Source: The Book of Incense, Kiyoka Morita, Kodansha.] and www.Shoyeido.com