A New Look for a Filipino Kitchen Icon — AJINOMOTO® Unveils Its Global Rebrand

AJI-NO-MOTO® UMAMI SEASONING GETS A NEW PACK! Ajinomoto Philippines Corporation (APC) held an internal launch at its Head Office in Makati City with (L-R) AJI-NO-MOTO® Brand Manager Mr. Mayo Recto, Sr. Brand Specialist Ms. Lois Viray, APC’s Director of Sales,  Marketing, and PR Ms. Mika Makino, and celebrity endorser Iya Villania-Arellano.

At a launch event held at its Makati Head Office, Ajinomoto Philippines Corporation (APC) proudly introduced the updated packaging design and new worldwide logo for its flagship product, AJI-NO-MOTO® Umami Seasoning.

This project is part of the Ajinomoto Group's global AJI-NO-MOTO® Rebranding Project, which aims to change the brand's identity and give future generations a new look at its packaging while maintaining the same dedication to improving and elevating every meal and dish.  The revised package keeps the AJI-NO-MOTO® red bowl insignia, which stands for warmth and flavor, while maintaining a sleek, contemporary look.

Reviving the brand's relationship with younger audiences, the updated design in the Philippines also highlights local brand components that appeal to Filipino customers, like the catchphrase "Tak-Tak-Tak®" and the cute AjiPanda® figure.

 AJI-NO-MOTO® Brand Manager Mr. Mayo Recto, Ms. Lois Viray, and Ms. Mika Makino, Director for Sales, Marketing, and PR, were among the APC leaders in the Philippines who attended the event.

The event was also graced by celebrity endorser Ms. Iya Villania-Arellano, who represented AJI-NO-MOTO®'s personal connection and its significance in Filipino family meals.  APC's Field Sales Team and the rest of APC will undoubtedly be motivated by the event to bring the revived AJI-NO-MOTO® closer to Filipino homes, reaffirming the brand's goal of making everyday meals more delectable and pleasurable. The event also highlighted the importance of changing with consumers while adhering to the brand's heritage. Shared insights regarding the design transformation also highlighted the harmony between local appeal and global direction.

What hasn't changed as AJI-NO-MOTO® advances with a new appearance is their mission: to enrich every Filipino household with more taste, happiness, and heart.  More than just a kitchen need, AJI-NO-MOTO® has long been a silent companion to every lovingly prepared meal, a part of family customs, and a representation of joy shared at the table.  With this new chapter, we're expressing that we're evolving alongside you, maintaining your tried-and-true taste while updating it for the current and future generations.

The Ajinomoto Group is a global company with specialties in the business of food and amino acids, guided by our leading-edge bioscience and fine chemical technologies.

Based on the corporate message “Eat Well, Live Well.”, we have been scientifically pursuing the possibilities of amino acids in supporting the healthy lives of people all around the world. We aim for future growth and continuous contribution to greater wellness by creating value through sustainable and innovative solutions for communities and society.

The Ajinomoto Group has offices in 36 countries and regions, and sells products in more than 130 countries and regions. In fiscal 2021, sales were 1.1149 trillion yen (8.73 billion U.S. dollars). To learn more, visit www.ajinomoto.com.