Ajinomoto held its first paid food festival, selling out all 300 tickets at ¥3,000 each on the day they were announced. The event was well attended and structured around employees, influencers and members of the public jointly creating the experience.
Ajinomoto held its first paid food festival on the 3rd, selling 300 tickets, the event's capacity, at ¥3,000 each and selling out.
The festival was branded “AJINOMOTO Unverified Food Court” and held at a venue in Minato, Tokyo. It was structured around employees, influencers and members of the public creating the experience together.
Since 2023, the company has been moving its marketing from uniform distribution toward diverse co-creation, including holding new-product presentations for influencers. It aims to deepen its points of contact with consumers and build a brand that people love.
The move is positioned as part of an effort to cultivate fan engagement through the festival's strong attendance.