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Transforming the Narrative: Ajinomoto Group's Umami Project

In today's fast-paced world, overcoming negative perceptions is a significant challenge for many brands. This dilemma is particularly evident in the case of Ajinomoto Group, the Japanese multinational known for its food products, including umami seasoning derived from monosodium glutamate (MSG).

On October 8, 2026, the Japan Risk Communication Association (RCIJ) will host an online seminar featuring Shigehiko Takeuchi from Ajinomoto's Global Communication Division. The seminar, titled "How Ajinomoto Group Addresses Negative Perception of Umami Seasoning in the U.S.," aims to unveil the strategies employed by the company to shift public misunderstanding regarding MSG, which has faced scrutiny and skepticism for years.

The Challenge of Misconceptions

Monosodium glutamate has been subjected to various scientific evaluations asserting its safety. However, public hesitance in the U.S. persists, fueled by myths and misleading information. Recognizing the inadequacy of merely stating that “MSG is safe,” Ajinomoto decided to rethink their approach entirely.

Instead of repeating the same message, they focused on building a comprehensive communication strategy designed to reshape perceptions. This included identifying key stakeholders, such as dieticians, chefs, and influencers, who play a crucial role in shaping consumer attitudes. By tailoring messages for different audiences, Ajinomoto aimed to create a more informed perspective surrounding MSG.

Engaging in the Dialogue

Ajinomoto went beyond the basic communication of safety; they integrated contemporary social issues into their narrative, linking MSG discussions to broader societal concerns such as racial discrimination affecting Asian communities and health-related conversations. Through engaging content – sometimes infused with humor – they encouraged the public to rethink their views on umami seasoning actively. This innovative communication allowed consumers to engage more deeply in discussions surrounding MSG and its benefits.

Insights from the Seminars

Takeuchi will delve into this multifaceted “Umami Project” during the seminar, offering insights into the inner workings of their campaign. Attendees can expect to gain knowledge on critical strategic decisions such as:

• - Why this particular communication strategy was chosen.
• - Internal discussions and debates at Ajinomoto prior to launching the campaign.
• - How risks associated with bold communication tactics were assessed.
• - Identifying allies and influencers that could help shift societal attitudes towards MSG.

The seminar provides not just an overview of completed campaigns but offers practical insights into transforming unfavorable societal perceptions surrounding a corporation. This case study holds valuable lessons for PR professionals, marketing teams, and executives looking to address similar challenges.

Speaker Profile

Shigehiko Takeuchi, a long-standing member of Ajinomoto Group since 1991, has extensive experience in both B2B and B2C markets. His involvement in the MSG narrative began in the company’s public relations department, where he led efforts to counter negative perceptions through the “U.S. Umami Project.” Presently, Takeuchi is focused on corporate branding and sustainability initiatives at Ajinomoto, aiming to enhance the group’s overall brand value.

Event Details

• - Date & Time: October 8, 2026, 16:00 - 17:00 JST
• - Format: Online (Zoom Webinar)
• - Target Audience: Public relations, marketing, risk management, and sustainability professionals, as well as business executives.
• - Cost: Free of charge
• - Participation: Pre-registration is required. Please register through the link provided to receive access.

Join Us!

Do not miss this opportunity to learn about effective communication strategies that break down barriers and reshape public perception. Register now through the provided link: Register Here

About RCIJ

The Japan Risk Communication Association (RCIJ), founded on July 6, 2020, specializes in risk management through strategic communication. By convening experts from various industries, RCIJ provides comprehensive programs covering everything from risk management to crisis communication. For more information, visit their official website.