Along with society

Ajinomoto Co., (Thailand) Ltd. launched the Eating is a Miracle campaign to address the struggles and concerns of modern consumers through the power of food. The company empowers consumer lifestyles that value everyday food and self-love through online communication and offline events.

In a world increasingly marked by economic challenges, social pressures, and a fast-paced environment, people today face daily struggles filled with anxiety and exhaustion. The Ajinomoto Group has long conducted research and studies to explore the connection between food and mental well-being, offering solutions through information and products.
Among these efforts, Ajinomoto Thailand focuses on the mental well-being of Gen Z and younger working generations. The company launched the Eating is a Miracle campaign in November 2024. The campaign encourages self-love and care as a way to cope with daily challenges, beginning with the simple act of enjoying a good meal.

The campaign launched with the Cooked(-by-Heart)-to-Order Restaurant commercial, which features a unique restaurant with no menu.
Instead, the chef listens carefully to the struggles of each customer and takes orders based on the customers feelings and heart. A brokenhearted individual, a content creator overwhelmed by online backlash, and an office worker grappling with burnout and a toxic work environment each confide in the chef. In response, the chef prepares a personalized meal for each guest, delivering the message: Savor a delicious meal, take care of yourself, and face life’s challenges with renewed determination.
Mrs. Kesya Chaicharncheep, Director of Ajinomoto Thailand, commented, "Sometimes, a simple act like enjoying a delicious meal can help heal the mind. This belief inspired our Eating is a Miracle campaign, through which Ajinomoto Thailand seeks to inspire all Thais to recognize their self-worth as they strive to overcome life’s challenges."

In January 2025, Ajinomoto Thailand held Eating is a Miracle by Ajinomoto, an event where visitors could experience the world depicted in the commercial firsthand. The Cooked(-by-Heart)-to-Order Restaurant section featured personalized dishes by renowned Thai chef Chanon Ruangsri from MasterChef Thailand Season 3. The event featured the Heartfelt Expression Board to help participants express their inner feelings and return to daily life with a lighter, stronger heart.
Participants enjoyed a café where they could taste limited flavors of ice cream from famous stores and a photo booth where they could take pictures with AjiPanda. Ajinomoto Thailand also distributed products as souvenirs to encourage people to enjoy good food at home. Lively discussions with chefs and famous Thai stars Pittaya “Daou” Saechua and Kantapon “Offroad” Jindataweephol added energy to the event. Additionally, live discussions were held on stage, where well-known influencers offered personalized advice to selected lucky fans at the Uplifting Corner, focusing on how to cope with life’s challenges.

Other initiatives by the company include the launch of the Cooked(-by-Heart)-to-Order Food Truck, which travels the streets of Bangkok. The truck also served food to runners participating in the aminoVITAL Run 2025 and to visitors at Centerpoint Siam Square in February 2025.

Ajinomoto Thailand hopes that through these diverse communications and experiences, consumers will rediscover the joy of daily meals and contribute to a more vibrant lifestyle across Thai society.