Kenichi Mizogami joined the Ajinomoto Group in 1992 and has worked in a variety of fields, including sales and marketing for the Japanese market, development and management of new overseas businesses, and human resources. In addition to product development, production, and sales and marketing, he also has extensive experience in human resources development, organizational culture development. Since 2021, he has been in charge of the seasoning business in China. Actively learning from customer needs and the Chinese market situation, and combining the resources of the Ajinomoto Group, such as unique technologies, lead the team to work to customer problem solutions.
Over the past century, Ajinomoto has transformed from a small Japanese seasoning company into a global food giant. Today, its products are sold in over 130 countries and regions, with a portfolio spanning more than 100 subsidiaries. Beyond traditional seasonings, Ajinomoto has expanded into pharmaceuticals, health foods, and sports nutrition. In 2023, the company achieved $9.86 billion (approximately ¥70.1 billion RMB) in revenue.
Global Expansion: Tracing Ajinomoto’s journey from Japan to international markets, this session explores its market entry strategies and localization practices in key regions such as Southeast Asia and North America.
Product Innovation & Localization: Ajinomoto has tailored its offerings to diverse culinary cultures, from Sajiku seasoning mix in Southeast Asia to health-focused product lines in North America. This discussion delves into how the company develops region-specific innovations to meet local consumer preferences.
Technology & Supply Chain Optimization: Leveraging amino acid technology, production automation, and supply chain enhancements, Ajinomoto continuously strengthens its global competitiveness.
Future Outlook: Looking ahead, Ajinomoto is actively expanding into health foods and pharmaceuticals, exploring opportunities and challenges in emerging global markets.
As consumer demand for health-conscious, high-quality products grows, the food and beverage industry faces both rapid transformation and fierce competition. In China, the sugar-free tea market surged 110% in 2023 (Nielsen), yet brands struggle with price wars and homogeneity. Meanwhile, global expansion is accelerating, but breaking into mainstream overseas markets remains a challenge.
Leading brands have successfully navigated these shifts through innovation: Calbee revived its potato sticks with a unique texture, achieving a V-shaped sales rebound; Kirin Nama-cha sold 100M+ units in seven weeks via brand revitalization; Meiji turned bitter chocolate into a hit by leveraging the "cocoa polyphenol" concept; Fruit Ripe disrupted the market by integrating into convenience store channels……
This dialogue gathers global industry leaders to explore:
· Product innovation: How to create products that truly resonate with consumers?
· Brand longevity: How to build enduring competitive advantages?
· Global expansion: How to move beyond exports and establish a lasting presence?
By examining case studies and industry trends, this discussion will uncover strategies for sustained growth in an evolving market.