|TAK-TAK-TAK AJI-NO-MOTO, the catchphrase was first introduced via a TV jingle in 1968|
AJI-NO-MOTO has been part of the international cooking tradition for over 100 years now, and is celebrating its 60th year of presence in the Philippines. In 1908, monosodium glutamate (ve-tsin) was discovered as a flavor enhancer and it took just a year to produce it commercially under the brand AJI-NO-MOTO. It reached our shores in limited supply in 1921, carried mainly by Japanese shops in Manila.
It was only in 1953, however, that Union Merchandising Co. became the official importer and distributor of AJI-NO-MOTO in the Philippines. The company would be incorporated in 1958 and be called Union Chemicals, Inc.
History was made in 1962 when local production of AJI-NO-MOTO commenced with the opening of the Pasig Factory with an initial capacity of 50 metric tons per month. Using local cassava starch as material, AJI-NO-MOTO was sold in small sizes of up to 1 kilo in the market, where it was favorable accepted by Filipino consumers.
Eventually, the flavor enhancer was sold in its own sprinkle bottles. Just a sprinkle can enrich the flavor of food, adding a pleasing “umami” taste, locally called “linamnam”.
|AJI-NO-MOTO SUPER SEASONING, 1965|
The demand for AJI-NO-MOTO necessitated sales expansion to the Visayas and Mindanao with the first provincial sales station opening in Cebu in 1964, and shortly after, in Davao. By 1969, molasses from sugar cane was used as another raw material in the manufacture of AJI-NO-MOTO. This would be used exclusively by 1976.
In 1970, in an effort to create its own packaging, the factory inaugurated its own printing division using technology from Chiyoda Gravure. The late 60s and 70s were a period of unprecedented growth. In 1977, regional sales stations were organized, dealer promotions and professional consumer marketing were emphasized.
Memorable AJI-NO-MOTO ads included Japanese-produced materials that were dubbed in the local language, and the “Tak-Tak-Tak” jingle became a memorable anthem for the brand, a mnemonic device that simulated the tapping sound of AJI-NO-MOTO as it is sprinkled on cooking food.
Another milestone happened in 1978 when the company moved to its head office to its own modern building along Buendia Avenue in Makati. The next year, the company was being marketed in over 100 countries, with sales of over U.S. 1.6 billion dollars worldwide.
The 80s decade began with the inauguration of the AJI-NO-MOTO Cooking Plaza—the first outside of Japan--at the head office building, to research and test new products and recipes. The company would adopt a new corporate name in 1982- Union Aji-No-Moto, Inc.—with a new office building at its Pasig factory site.
The next decades would be a period of many product innovations : AJI-NO-MOTO Ginisa Flavor Mix (1991), AJI-Toyo (1996, first liquid seasoning), AJI-Shio seasoning mix (1999). Under its new name AJI-NO-MOTO Philippines Corp., the campany launched AJI-NamNam (2003) and Crispy-Fry breading mix (2004), another Philippine bestseller.
In 2010, the new AJI-NO-MOTO brand logo was unveiled, showing the Aji-No-Moto name circumscribed in a red, yellow and green chevron symbolizing deliciousness, liveliness and earth. It adopted the corporate line “Eat well, live well”. Now on its 65th year, the company continues to pursue its mission “ to bring happiness to every Filipino through our high quality products & services, that make every meal delicious, healthy and enjoyable.
WATCH A NEWER AJI TVC WITH A NEWER
'TAK-TAK-TAK' 1988 JINGLE VERSION HERE:
youtube: https://www.youtube.com/watch?v=pGkpgtzKJ2g, Aji No Moto Philippine Commercal, published by inthiscorner100 on 30 Dec. 2017.