Singapore – IFF, Unveils a global leader in flavors, fragrances, food ingredients, health, and biosciences, has launched its latest state-of-the-art Immersive Experience Hub within its Singapore Innovation Center. This cutting-edge facility marks a significant milestone in the company’s ongoing efforts to foster customer-centric innovation in Asia’s rapidly evolving consumer market.
Designed as a multi-sensory collaboration space, the Immersive Experience Hub brings together advanced technology and sensory science to create hyper-realistic simulations of consumer experiences. Through a seamless blend of sight, smell, sound, taste, and touch, IFF enables customers to co-create, test, and refine product concepts in real-world contexts—ultimately enhancing decision-making, reducing development time, and increasing the likelihood of commercial success.
A Strategic Expansion in Asia’s Innovation Capital
This launch builds upon IFF’s substantial investment in Singapore, which included a $30 million expansion of its Innovation Center in 2022. According to Ramon Brentan, site leader of the IFF Singapore Innovation Center and Vice President, Regional General Manager for Greater Asia, Scent, the Immersive Experience Hub serves as both a catalyst and a cornerstone for the company’s innovation strategy in the region.
“The immersive space transforms how we engage with customers and supports our broader innovation strategy in a region expected to drive 60 percent of global economic growth by 2030,” said Brentan. “This is more than a showcase; it’s a functional, co-creative platform where bold ideas are validated and accelerated.”
IFF’s decision to launch the Hub in Singapore is a testament to the country’s robust and well-integrated innovation ecosystem. Kelly Lai, Vice President and Head of Chemicals and Materials at the Singapore Economic Development Board (EDB), emphasized Singapore’s strategic importance as a global innovation center.
“Singapore is a trusted global brand and business hub, supported by world-class talent, digital capabilities, and robust R&D,” said Lai. “IFF’s decision to establish the Immersive Experience Hub here reflects strong confidence in our innovation capabilities, especially in the flavors and fragrances industry. We look forward to seeing how IFF’s partnership with our ecosystem will deliver new and relevant solutions for Asia’s fast-growing markets.”
From Insight to Impact: The Future of Product Development
At the core of IFF’s new facility is an immersive technology platform that integrates 360-degree video environments with scent, taste, sound, and tactile feedback. This allows customers to engage in virtual store tours, contextual product tastings, fragrance immersion sessions, and real-time co-creation exercises—creating an emotionally engaging and realistic framework for product development.
The Hub is co-located with IFF’s Southeast Asia pilot plant for dairy and beverage applications—the largest of its kind in the region—creating a powerful end-to-end ecosystem for innovation. Together, these facilities enable seamless transitions from consumer insight to concept development, prototype testing, and small-scale commercialization.
When paired with IFF’s proprietary trend-forecasting tools, regional consumer panels, and data-driven analytics, the Hub empowers companies to respond with greater precision to Asia’s multifaceted consumer landscape.
“In Asia, consumer preferences are deeply diverse and shaped not just by trends, but by heritage, memory, and emotion,” explained Prakash MG, Senior Vice President of IFF Taste for Greater Asia. “This space enables us to transform those rich cultural insights into tangible innovations. It allows us to co-create with our partners more rapidly and meaningfully—sparking joy and emotional connection through food and beverages.”
Celebrating Singapore’s 60th Anniversary with Sensory Creations
In conjunction with the Hub’s grand opening and Singapore’s 60th birthday celebration, IFF conducted a nationwide survey of 1,000 Singaporeans to discover their favorite local scents, flavors, and culinary memories. The insights inspired the creation of the SG60 Collection—a specially curated set of food, beverage, and fragrance experiences that pay tribute to Singapore’s cultural richness.
The SG60 Food and Beverage Collection features:
- Fragrant Orchid Chrysanthemum Tea Slushie: A delicate floral beverage infused with local blossoms.
- Refreshing Coconut Milk Slushie with a hint of Kaya Toast: A nostalgic twist that captures the essence of Singapore’s breakfast traditions.
- Laksa Cupcake with Laksa Frosting: A bold fusion that marries traditional spice with contemporary baking.
- Popcorn Chicken with Hainanese Chicken Rice Flavored Mayo Dip: A savory snack inspired by the country’s most iconic dish.
Complementary Fragrances in the SG60 Collection include:
- Singapore Sling Essence: A nod to the country’s legendary cocktail, reimagined in aromatic form.
- Orchid Bloom Accord: A delicate tribute to Singapore’s national flower, evoking grace and serenity.
- Jewel Changi Inspiration: A fragrance celebrating the architectural beauty and air of discovery that defines one of the world’s most celebrated airports.
The SG60 Collection was unveiled during the launch event and demonstrated the creative potential of the Immersive Experience Hub. It underscored IFF’s ability to fuse cultural insight with sensory innovation—capturing not only flavors and fragrances, but memories and emotions that resonate with local and regional consumers.
Strengthening Regional Partnerships and Innovation
By locating this pioneering Hub in Singapore, IFF signals a long-term commitment to Asia-Pacific, where shifting consumer behaviors, urbanization, and rising income levels are reshaping the landscape for consumer goods. The Hub is positioned to be a valuable asset for brands seeking to innovate with speed and confidence, particularly in segments such as functional foods, health and wellness, plant-based products, and regionally inspired offerings.
As part of IFF’s broader innovation network, the Singapore Immersive Experience Hub complements other global centers across Europe, North America, and Latin America. However, it is uniquely tailored for Asia’s diverse, fast-moving markets—offering a local lens on global capabilities.
