Fueling Victory: The Ajinomoto Group’s Support for the SEA Games and ASEAN Para Games

Every two years, Southeast Asia comes together to celebrate athletic excellence, national pride, and regional friendship at the Southeast Asian (SEA) Games and ASEAN Para Games. These events are more than a showcase of elite competition—they reflect aspiration, resilience, and the spirit of community that connects the region.

Thailand hosted the 33rd SEA Games in 2025 and is the host for the 13th ASEAN Para Games in 2026 under the shared theme “Ever Forward, Create Pride Together.” As an Official Gold Sponsor, the Ajinomoto Group supports these Games as an extension of its long-standing commitment to nutrition, health, and well-being. More than a partnership, the initiative reflects a clear vision: to empower athletes to pursue their “ideal selves” and, through that effort, encourage healthier habits and brighter futures across ASEAN.

The Ajinomoto Group’s involvement in regional sports is rooted in the belief that nutrition is a foundation of performance—and a practical way to improve lives. Through the ASEAN “Victory Project®” and related initiatives, the Group demonstrates the power of “AminoScience.”

“AminoScience” is a collective term for the various materials, functions, technologies, and services derived from research and implementation processes with a rigorous focus on unlocking the power of amino acids. It also refers to the Ajinomoto Group’s unique scientific approach to connect these to resolving social issues and contributing to well-being.

Behind the scenes, the support is built on science-based action: balanced meals designed for performance, amino acid supplementation where appropriate, and nutrition education as well as psychological support to helps athletes make better decisions day after day. The goal is not only to fuel competition, but also to build habits that last—because top performance is shaped as much by consistent daily choices as it is by training.

For Ichiro Sakakura—General Manager, ASEAN Division, Ajinomoto Co., Inc., and President, Ajinomoto Co. (Thailand) Ltd.—the SEA Games is one of the most meaningful stages for the “Victory Project®” in ASEAN. Having participated in the project earlier in his career and been involved in early concept work for Kachimeshi® (Winning Meals), he has seen how nutrition support can strengthen both athlete performance and the Ajinomoto Group’s connection to society.

He also sees the Games as a powerful reminder of what sport can represent across borders. “I believe sport exists beyond international conflict and politics,” Sakakura says. “In that sense, the SEA Games symbolizes pride, bonds, and a sense of ASEAN unity for athletes and consumers across the region.” He continues: “On-site, I’ve witnessed anxious athletes regain their composure over a warm meal—and moments when athletes encouraged one another across national borders—leaving me with a deep appreciation for the quiet strength of sport.”

Another impact is closer to home. In Thailand and beyond, support for national teams has helped strengthen employees’ sense of pride in their work—reinforcing the idea that what the Ajinomoto Group does every day can contribute to something larger than business.

Ajinomoto Co., (Thailand) Ltd. (Ajinomoto Thailand) has helped shape the Ajinomoto Group’s sports support in Thailand—grounding it in what athletes face every day: demanding schedules, intense training blocks, and the pressure to perform when it counts. Inspired by the model developed in Japan, Ajinomoto Thailand has strengthened a localized “Victory Project®” approach—tailored to Thai athletes’ needs, routines, and training environments.

“The “Victory Project®” in Thailand was inspired by Japan’s “Victory Project®” and the Kachimeshi® concept,” says Supit Vatcharavattan, Public Relations Department, Ajinomoto Thailand. In practice, that means pairing meals and education with steady, on-the-ground support, so athletes understand not only what to eat, but why it matters for energy, recovery, and long-term conditioning. With practical, evidence-based nutrition coaching tailored to each athlete, they learn how daily nutrition choices can shape training results, performance, and how they feel when they wake up the next morning.

At the heart of the approach is Kachimeshi® (Winning Meals)—menus designed to align with high-performance needs while still feeling satisfying and realistic to sustain. The goal is simple: help athletes train hard, recover well, and come back the next day ready to do it again. The right meals help sustain training intensity, quality protein supports muscle repair, and essential fats, vitamins, and minerals round out recovery.  Just as important, good food encourages athletes to “eat with purpose,” building habits that support adaptation between sessions—and a sense of confidence in their own routine.

A central hub for these efforts is the Ajinomoto Victory Canteen, established in collaboration with the Sports Authority of Thailand (SAT). For athletes moving from session to session, it’s more than a place to refuel—it’s a place to reset. Alongside each meal, athletes get guidance that fits the reality of training camps: what to prioritize on heavy training days,  how to adjust during competition periods, and how to recover effectively when their bodies—and minds—are running on empty.

At the heart of the approach is Kachimeshi® (Winning Meals)—menus designed to align with high-performance needs while still feeling satisfying and realistic to sustain. The goal is simple: help athletes train hard, recover well, and come back the next day ready to do it again. The right meals help sustain training intensity, quality protein supports muscle repair, and essential fats, vitamins, and minerals round out recovery.  Just as important, good food encourages athletes to “eat with purpose,” building habits that support adaptation between sessions—and a sense of confidence in their own routine.

A central hub for these efforts is the Ajinomoto Victory Canteen, established in collaboration with the . For athletes moving from session to session, it’s more than a place to refuel—it’s a place to reset. Alongside each meal, athletes get guidance that fits the reality of training camps: what to prioritize on heavy training days,  how to adjust during competition periods, and how to recover effectively when their bodies—and minds—are running on empty.

^{At the Ajinomoto Victory Canteen, athletes learn about the nutrition they need to prepare, maintain and recover their strength.}

Athletes say that having people who understand their routine— and keep showing up—helps them stay focused and steady under pressure. Families have noticed changes too: more consistent eating habits, better energy throughout the day, and a clearer sense of purpose behind every meal.

The Ajinomoto Group views the SEA Games and ASEAN Para Games not as a finish line, but as a platform for long-term growth across the region. Preparations for future Games are already becoming more connected, with teams sharing learnings across countries—for example, Ajinomoto (Malaysia) Berhad’s “Victory Project®” members have visited Thailand to observe and bring ideas home about the 2027 SEA Games and Para Games to be held there.

Beyond the next Games, the ambition is to deepen the “implementation” of the “Victory Project®”—making it an effort that consistently delivers value for athletes and builds trust with stakeholders, while continuing to evolve in ways that reflect the unique needs and culture of ASEAN.

Ajinomoto SEA Regional Headquarters Co., Ltd. (ARH) plays a key role in connecting these efforts across countries and helping more people understand the purpose behind them. “By working closely across the Group, we can help make these efforts more widely known among consumers in Thailand and across ASEAN,” says Naoaki Nippashi, Business Development Department, ARH.

Through its support of the SEA Games and ASEAN Para Games, the Ajinomoto Group demonstrates that food is more than sustenance—it is a force for health, strength, and unity. We will continue to support athletes through nutrition improvement and initiatives that help each person achieve self-fulfillment. In training centers, competition venues, and in everyday life, the Group’s purpose remains clear: helping people Eat Well, Live Well.