Definitely a pine scent. It's not a strong, "clean" pine scent like an air freshener you'd hang in your car: it definitely contains a bit of smoke and is a little bland. To be honest, I wouldn't mind if he was a little stronger, but that's okay. It smells a bit like deodorant soap, but not in a bad way: again, it's a nice pine scent overall. There are other pine incense scents that differ slightly from pine incense, so maybe try a few and see which one you like best. I'm glad I'm sticking with it now. I found them to burn a little faster than average, around 25 minutes each. I found the quality of HEM incense sticks to be consistently good. Not perfect, but very good. If you use a "coffin" incense burner like me, you will occasionally find sticks that are too thin to fit in the hole to hold properly. I like to keep some "butt" finished incense sticks next to my burner. When a thin stick is encountered, I place the thin stick in the holder's hole and then add a "plug" to the hole as well. This places the thin rod in a position where it can be properly held.
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