IFF Expands Innovation Center in Singapore with New Immersive Experience Hub
Immersive Hub to accelerate innovation, deepen customer collaboration and strengthen digital capabilities in

“The new space builds on IFF’s , strengthening our position as a strategic innovation hub for Asia,� said Ramon Brentan, site leader of the IFF Singapore Innovation Center and vice president, regional general manager for
“IFF’s decision to set up its Immersive Experience Hub in
From Insights to Innovation
IFF’s Immersive Experience Hub integrates 360-degree video technology with scent, taste, sound and touch to simulate real-world environments. It enables virtual tours, contextual tastings, fragrance immersion and real-time co-creation—accelerating product design alignment, reducing time to market and boosting customer confidence through lifelike, emotionally engaging experiences.
The new facility complements IFF’s largest and beverage pilot plant in
“In Asia, consumer preferences are deeply diverse and shaped not just by trends, but by heritage, memory and emotion,� said Prakash MG, senior vice president of IFF Taste for
Celebrating SG60 with Singapore’s Favorite Flavors and Scents
To commemorate the launch and celebrate Singapore’s 60th birthday, IFF surveyed 1,000 Singaporeans to uncover their favorite local scent, food and beverages. Inspired by the findings, IFF flavorists and perfumers developed the SG60 collection, which was showcased at the launch of the Immersive Experience Hub—a celebration of Singapore’s rich heritage.
The food and beverage collection includes
- Fragrant Orchid Chrysanthemum Tea Slushie
- Refreshing Coconut Milk Slushie with a hint of Kaya Toast
- Laksa Cupcake with Laksa Frosting
- Popcorn Chicken with Hainanese Chicken Rice Flavored Mayo Dip
Complementing these delightful creations are equally evocative fragrance inspired by
- The iconic Singapore Sling cocktail
- The delicate national flower Orchid
- A tribute to the architectural marvel of Jewel Changi Airport
The Singapore Immersive Experience Hub joins IFF’s network of immersive spaces around the world including locations in .
Welcome to IFF
At IFF (NYSE: IFF), we make joy through science, creativity and heart. As the global leader in flavors, fragrances, food ingredients, health and biosciences, we deliver groundbreaking, sustainable innovations that elevate everyday products—advancing wellness, delighting the senses and enhancing the human experience. Learn more at , , and .
© 2025 by International Flavors & Fragrances Inc. IFF is a Registered Trademark. All Rights Reserved.
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Victoria Ruth Oei
Manager, Emerging and High Growth Market Communications
IFF Taste
[email protected]
+65 9845 7580
Source: International Flavors & Fragrances