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AJINOMOTO AGF's Online Store: A New Era for Direct-to-Consumer

On April 25, AJINOMOTO AGF Co., Ltd. took a significant step forward in the e-commerce landscape by launching its first Direct-to-Consumer (D2C) dedicated online store, AGF®MALL. This platform aims to enhance consumer wellbeing by offering personalized products that resonate with individual tastes and preferences.

Understanding the COE Model

Central to AGF®MALL's philosophy is the COE model, which emphasizes a close, one-on-one relationship with consumers. The acronym COE stands for three essential elements: Cocoro (heart), One to One, and En (connection). These principles reflect AGF's commitment to not just sell products but also foster genuine connections with users. By listening to individual voices and feedback, AGF aims to recognize latent needs and turn them into sustainable growth opportunities. This approach integrates both product offerings and enriched digital communication experiences, making it a holistic service.

The AGF®MALL Concept

AGF®MALL operates under the guiding concept of “Delivering a service that resonates with your feelings, bringing new comfort to your heart.” This motto sets the tone for a unique online shopping experience, where customers can explore a range of services tailored to their emotional and psychological needs. As such, AGF®MALL seeks to transform each visitor's interaction into a heartwarming experience, providing comfort and positivity through its offerings.

Launching New Services

As the first service under the COE model, AGF has recognized the challenges faced by teleworkers in balancing work and breaks during remote work situations. In response, they have introduced a dedicated service called Kokoro-Hitoiki®, which aims to address these challenges by promoting relaxation and rejuvenation for remote workers. The program officially launched on the same day as AGF®MALL, signaling AGF's commitment to adapting to the evolving work landscape. Beyond Kokoro-Hitoiki®, AGF plans to continuously roll out new services tailored to support individual users’ needs in the future.

Looking Ahead

The launch of AGF®MALL marks just the beginning of AJINOMOTO AGF's commitment to modernizing its customer engagement strategy. As they continue to integrate the COE model, the company is excited about the prospect of developing additional services that align more closely with consumers' lived experiences. With an eye towards sustainable growth and community connection, AGF is poised to redefine how consumers interact with their brand and its offerings.

Get in Touch

For further inquiries regarding AGF®MALL, consumers can access the dedicated contact form. AJINOMOTO AGF encourages you to explore their innovative selections and the heartwarming experiences they aim to deliver.

Through these initiatives, AJINOMOTO AGF is paving the way for a dynamism that intertwines health, well-being, and individuality in a bustling digital marketplace, reinforcing its role as a forward-thinking leader in the consumer product sector.