Ajinomoto Celebrates Success of “Eating is a Miracle” Campaign, Inspiring Self-Love Among New Generation

Ajinomoto Celebrates Success of “Eating is a Miracle” Campaign, Inspiring Self-Love Among New Generation With Over 10 Million Views of the Online Commercial and 4,800 Participants in Follow-Up Events and the Food Truck Roadshow

Ajinomoto Co., (Thailand) Ltd., a global leader in the creation of “Eat Well, Live Well” lifestyles, has marked the success of its “Eating is a Miracle” campaign, encouraging the new generation to embrace self-love, starting with something as simple as a delicious meal. The campaign’s online commercial has garnered over 10 million views within just three months, while offline activities under the campaign have engaged more than 4,800 participants through the “Eating is a Miracle by Ajinomoto” event and the “Cooked(-by-Heart)-to-Order Restaurant” food truck roadshow, which traveled across Bangkok. This achievement reinforces Ajinomoto’s commitment to making sure Thai consumers ‘eat well, live well’ and supporting their physical and mental well-being.

Mrs. Kesya Chaicharncheep, Director of Ajinomoto Co., (Thailand) Ltd., said, “We are delighted with the overwhelming response to the ‘Eating is a Miracle’ campaign, which was initiated to help people recognize the importance of self-love starting with something as fundamental as enjoying a delicious, heartwarming meal. This campaign has successfully inspired self-love and mental empowerment among the new generation, including Gen Z, first-jobbers, and mid-jobbers, by integrating both online and offline marketing activities over the past three months. The campaign has received strong engagement from its target audience, as demonstrated through the following.

• A Strong Online Presence: The campaign kicked off with the release of the ‘Cooked(-by-Heart)-to-Order Restaurant’ commercial, a heartwarming film that captures the emotional struggles of three customers facing different life pressures and how a meaningful meal helped “heal their hearts”. Launched in late November last year, the commercial has amassed over 10,357,657 views on Facebook, YouTube, and TikTok, sparking a self-love movement across social media.
• Offline Activities Creating Real-Life Experiences: The ‘Eating is a Miracle by Ajinomoto’ event at CentralWorld in late January welcomed more than 2,000 attendees over three days. Visitors immersed themselves in engaging activities, with the main highlight being the ‘Cooked(-by-Heart)-to-Order Restaurant’ food trucks, which brought the commercial to life. Participants ordered dishes based on their emotions and feelings, with Chef Chanon Ruangsri from MasterChef Thailand Season 3 crafting special Mala noodles, a dish designed to be both delicious and uplifting. Attendees also enjoyed five exclusive ice cream flavors from the Ajinomoto × Guss Damn Good collaboration, along with mood-boosting beverages. The event featured various interactive zones, including ‘Stocked(-by-Heart)-to-Order Grocery Store’, where attendees played mini-games to win Ajinomoto products; ‘Heartfelt Expression Board’ with a message board for attendees to release their inner thoughts; and ‘Live Well’ Photo Booth.
• Expanding Reach with the ‘Cooked(-by-Heart)-to-Order Restaurant’ Food Truck Roadshow: The campaign continued with a food truck roadshow, bringing the self-love message to different locations across Bangkok. The truck made an appearance at aminoVITAL Run 2025, offering food and emotional support to marathon runners, and later traveled to Siam Square, where over 2,800 people participated. This initiative successfully strengthened the campaign’s connection with its audience in real-life settings.
• Celebrity and Influencer Collaborations to Amplify Awareness: To further expand campaign visibility, Ajinomoto partnered with over 40 celebrities and influencers, including Pittaya “Daou” Saechua and Kantapon “Offroad” Jindataweephol, who engaged with fans at the CentralWorld event, fostering a positive self-love movement. The campaign also featured influencers like Sirapong ‘Noynueng’ Diloktaradon from ‘Noynueng Makeup’ channel and Prinnagall ‘Jomjai’ Suppacheepsiri from ‘Think A Talk’ channel, who provided life advice and emotional lifting content that deeply resonate with the target audience.

“Ajinomoto Thailand remains committed to supporting the physical and mental well-being of Thai consumers. We will continue to promote a society where people can ‘eat well, live well’ through diverse product development that caters to every lifestyle. In 2025, we look forward to introducing even more activities that will help enhance the health and happiness of Thai people,” Mrs. Kesya concluded.