1. IFF opened an Immersive Experience Hub in Singapore for customer collaboration. 2. The hub enhances decision-making and accelerates product development timelines. 3. A $30 million investment in Singapore underscores IFF's commitment to Asia. 4. Singapore's consumer market projected to drive 60% of global economic growth by 2030. 5. IFF celebrated local culture with a unique food and fragrance collection.
The establishment of the Immersive Experience Hub signals strong growth potential and innovation, similar to how the opening of IFF's facilities previously drove stock up trends. For instance, when IFF announced strategic investments in its R&D capabilities, it generally led to positive market sentiment around its stock.
The Immersive Experience Hub embodies IFF's strategy to evolve customer engagement and innovation, which is critical for sustained competitive advantage in the fast-growing Asian market. Emphasis on local cultural insights and preferences enhances brand positioning, strengthening market entry and potential revenue growth in a key region.
As IFF builds its reputation in Asia and leverages the hub for future innovations, it positions itself well for sustained revenue streams. The historical context of strategic facility openings supporting long-term growth for similar firms supports this rating.
SINGAPORE--(BUSINESS WIRE)-- IFF (NYSE: IFF)—a global leader in flavors, fragrances, food ingredients, health and biosciences—today unveiled its new Immersive Experience Hub located within its Singapore Innovation Center. The multi-sensory facility enables IFF to work alongside customers to conceptualize, test, and refine product ideas in simulated real-world environments—enhancing decision-making, shortening development timelines and improving go-to-market success.
“The new space builds on IFF’s $30 million investment in Singapore in 2022, 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 Greater Asia, Scent. “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 2030¹.”
“IFF’s decision to set up its Immersive Experience Hub in Singapore reflects strong confidence in our innovation ecosystem for the flavors and fragrances industry,” said Kelly Lai, vice president and head of chemicals and materials at the Singapore Economic Development Board. “Singapore 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’s fast-growing consumer market.”
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 dairy and beverage pilot plant in Southeast Asia, located in the same building—creating a fully integrated ecosystem that connects consumer insights to concept development, application and small-scale commercialization. Combined with IFF’s proprietary trend foresight tools and consumer panels, the experience empowers customers to respond more quickly to Asia’s diverse landscape and evolving consumer demands with greater precision and creativity.
“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 Greater Asia. “This space allows us to turn those rich insights into innovation—co-creating with our customers to bring ideas to life faster and in more meaningful ways that spark joy through food and beverages.”
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:
Complementing these delightful creations are equally evocative fragrances inspired by:
The Singapore Immersive Experience Hub joins IFF’s network of immersive spaces around the world including locations in Florida, Shanghai and Bell Works, New Jersey.
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 iff.com, LinkedIn, Instagram and Facebook.
© 2025 by International Flavors & Fragrances Inc. IFF is a Registered Trademark. All Rights Reserved.