AJI-NO-MOTO® Umami Seasoning Gets a Fresh New Look!

 Ajinomoto Philippines Launches Updated Global Logo and Packaging Design in Makati City

Ajinomoto Philippines Corporation (APC) has officially launched the refreshed packaging and new global logo for its iconic AJI-NO-MOTO® Umami Seasoning, marking an exciting new chapter in the brand’s legacy. The unveiling took place at APC’s Head Office in Makati City, celebrating the timeless connection of AJI-NO-MOTO® with generations of Filipino households.

A Brand Evolution That Reflects Tradition and Innovation

This transformation is part of the AJI-NO-MOTO® Rebranding Project, a global initiative by the Ajinomoto Group aimed at modernizing the brand while preserving its core identity. The updated packaging features a sleek, contemporary design while maintaining the beloved red bowl symbol, an emblem of warmth, flavor, and the joy of cooking.

In the Philippines, the new design integrates cherished local elements like the familiar “Tak-Tak-Tak®” tagline and the charming AjiPanda® mascot, appealing to both long-time users and younger generations. These enhancements ensure that AJI-NO-MOTO® continues to resonate with Filipino families, bridging the gap between tradition and innovation.

A Memorable Launch with Celebrity Support

The internal launch event was attended by key APC leaders including:

• Ms. Mika Makino, Director for Sales, Marketing, and PR
• Mr. Mayo Recto, AJI-NO-MOTO® Brand Manager
• Ms. Lois Viray, Senior Brand Specialist

Celebrity mom and trusted brand endorser Iya Villania-Arellano also graced the occasion, sharing her personal connection with AJI-NO-MOTO® as a staple in Filipino home cooking. Her presence added a heartfelt touch, reinforcing the product’s role in everyday family meals.

Reinforcing the Brand’s Purpose

The rebrand not only introduces a fresh visual identity but also reaffirms AJI-NO-MOTO®’s purpose: to bring flavor, joy, and warmth to every Filipino meal. While the packaging evolves, the product remains the same, reliable, delicious, and a beloved partner in the kitchen.

"AJI-NO-MOTO® is more than a seasoning. It’s a part of our family stories, cooking memories, and mealtime traditions," said Ms. Makino. "This redesign reflects our ongoing commitment to serve current and future generations with the same trusted taste in a modern, appealing way."

Growing with Every Generation

As AJI-NO-MOTO® continues its journey, the brand stays committed to evolving alongside its consumers, meeting the needs of today while honoring the past. With its new look, AJI-NO-MOTO® is ready to inspire the next generation of Filipino cooks to create flavorful meals filled with love and connection.