The Japanese term “Isshu” refers to the interval of time that it takes an incense stick to burn down to its end.  The incense brand ISSH, made in Japan by a producer with 450 years of experience, is named after “Isshu". Each ISSH stick has a burning time of 20 minutes. This "Isshu" of 20 minutes, out of the 1,440 minutes of the day, is a time to enjoy the fragrance and the experience of the incense stick burning through its allotted time.. and to savor the passage of time itself. 100% made in Japan.