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IFF Expands Innovation Center in Singapore with New Immersive Experience Hub

Immersive Hub to accelerate innovation, deepen customer collaboration and strengthen digital capabilities in Greater Asia

SINGAPORE--(BUSINESS WIRE)-- (NYSE: IFF)鈥攁 global leader in flavors, fragrances, food ingredients, health and biosciences鈥攖oday unveiled its new Immersive Experience Hub located within its . The multi-sensory facility enables IFF to work alongside customers to conceptualize, test, and refine product ideas in simulated real-world environments鈥攅nhancing decision-making, shortening development timelines and improving go-to-market success.

鈥淭he new space builds on IFF鈥檚 , strengthening our position as a strategic innovation hub for Asia,鈥� said Ramon Brentan, site leader of the IFF Singapore Innovation Center and vice president, regional general manager for Greater Asia, Scent. 鈥淭he immersive space transforms how we engage with customers and supports our broader strategy in a region expected to drive 60 percent of global economic growth by 2030鹿.鈥�

鈥淚FF鈥檚 decision to set up its Immersive Experience Hub in Singapore reflects strong confidence in our innovation ecosystem for the and fragrances industry,鈥� said Kelly Lai, vice president and head of chemicals and materials at the Singapore Economic Development Board. 鈥淪ingapore is a trusted global brand and business hub, supported by world-class talent, digital capabilities and robust R&D. We welcome partners like IFF to co-innovate with our ecosystem and accelerate the development of solutions for Asia鈥檚 fast-growing consumer market.鈥�

From Insights to Innovation

IFF鈥檚 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鈥攁ccelerating product design alignment, reducing time to market and boosting customer confidence through lifelike, emotionally engaging experiences.

The new facility complements IFF鈥檚 largest and beverage pilot plant in Southeast Asia, located in the same building鈥攃reating a fully integrated ecosystem that connects consumer insights to concept development, application and small-scale commercialization. Combined with IFF鈥檚 and consumer panels, the experience empowers customers to respond more quickly to Asia鈥檚 diverse landscape and evolving consumer demands with greater precision and creativity.

鈥淚n Asia, consumer preferences are deeply diverse and shaped not just by trends, but by heritage, memory and emotion,鈥� said Prakash MG, senior vice president of IFF Taste for Greater Asia. 鈥淭his space allows us to turn those rich insights into 鈥攃o-creating with our customers to bring ideas to life faster and in more meaningful ways that spark joy through food and beverages.鈥�

Celebrating SG60 with Singapore鈥檚 Favorite Flavors and Scents

To commemorate the launch and celebrate Singapore鈥檚 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鈥攁 celebration of Singapore鈥檚 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鈥檚 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鈥攁dvancing wellness, delighting the senses and enhancing the human experience. Learn more at , , and .

漏 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