Sensory marketing is a marketing strategy that stimulates consumers' senses to influence their perception, judgment, and behavior. It has received attention from both academia and practice for a considerable period of time, and the utilization of sensory stimuli has gained even more prominence recently as the importance of bidirectional marketing communication and individual experience has grown. This paper examines the characteristics and trends of sensory marketing research, focusing particularly on studies conducted within the last five to ten years. First, we reviewed how research utilizing the five senses (vision, hearing, smell, taste, and touch) has evolved in recent years. Then, we examined kinesthetic sense research, which has not been addressed in previous review papers but has been gaining particular importance recently. Subsequently, we reviewed multisensory research that approaches the complex influences of multiple sensory stimuli. Multisensory research was specifically subdivided into four categories: 1) congruence of meaning between sensory stimuli, 2) cross-sensory associations, 3) cross-sensory interactions, and 4) sensory dominance. Finally, by offering suggestions for future sensory marketing research, this study aimed to enhance understanding of the latest trends in sensory marketing research and contribute to related fields of study.