Ajinomoto Continues the “Eating is a Miracle” Campaign, 

Partnering with LINE MAN Wongnai to Deliver “Comfort Eating” Moments, Transforming Everyday Meals into Daily Emotional Well-being

26 January 2026 - Ajinomoto Co. (Thailand) Ltd. reinforces its leadership in advancing the commitment of “Eat Well, Live Well.” by extending the successful “Eating is a Miracle” campaign, widely recognized last year for building strong awareness and engagement to promote emotional well-being among younger generations, into 2026 with the concept of “Comfort Eating.” This year, the campaign broadens the meaning of eating beyond taste, embracing emotional care and self-love in everyday life. Ajinomoto invites Thai consumers to rediscover the value of mealtime moments, especially on days when the heart feels weary, while partnering with LINE MAN Wongnai to deliver delicious, mood-lifting meals right to consumers’ doorsteps through the “Your Comfort Is Arriving” campaign. The initiative also paves the way for a food festival to close out the month of love, encouraging everyone to practice self-love, to be held from 20–22 February 2026.


Ms. Piroonrat Wangprakobsook, Corporate Communication Division Manager at Ajinomoto Co. (Thailand) Ltd., said, “In a world where life moves fast and pressure is ever-present, many people may appear strong on the outside, yet deep down they all need a small space to rest their hearts. Ajinomoto believes that ‘delicious eating’ is one of the key pathways to positive feelings, not merely about nutrition or physical fullness, but about happiness, comfort, and everyday self-care that is truly accessible. This belief is why we remain committed to creating what makes people ‘Eat Well, Live Well.’ For this year’s campaign, the concept of ‘Comfort Eating’ extends the story of everyday meals by inviting everyone to revalue the meaningful moments around food, whether it is a favorite dish, the right atmosphere, or time spent with people you feel comfortable with. We believe that when you eat deliciously and comfortably, your heart feels better too.”

The “Eating is a Miracle” campaign under the “Comfort Eating” concept is brought to life through both online and offline activities. A key highlight is the collaboration with LINE MAN Wongnai in the “Your Comfort Is Arriving” campaign, inviting Thais to order delicious comfort food to boost their mood at home and turn ordinary meals into moments of emotional healing every day. More than 30 participating restaurants are involved, with limited-edition Ajinomoto Comfort Kit gift sets offered to pass on both great taste and good feelings, making every meal even more special. In addition, 15 restaurants have co-created exclusive menus using Ajinomoto products to enhance flavor and nutritional value that help heal the heart, delivering a warm and comforting dining experience in every bite. The campaign then builds toward Ajinomoto’s large-scale food festival, “Eating is a Miracle Self-Love Food Fest,” at Siam Square, bringing together restaurants, artists, mini concerts, and a variety of activities to create a shared space of comfort and self-love in one destination.

Mr. Jirote Horathai, Head of Marketing Solutions at LINE MAN Wongnai, stated, “As Thailand’s No. 1 food delivery platform and an integral part of the daily lives of over 10 million consumers and more than 700,000 restaurants nationwide, LINE MAN Wongnai believes that food delivers more than just physical nourishment, it also carries positive emotions every day. We are delighted to serve as a key connector between Ajinomoto, restaurant partners, and consumers, leveraging the strength of our platform, our extensive restaurant network, and our large user base to bring the ‘Comfort Eating’ experience to consumers, while simultaneously supporting the sustainable growth of restaurants across our ecosystem. This collaboration with Ajinomoto brings together the strengths of the platform, restaurants, and a global food brand to create a dining experience that is both accessible and deeply meaningful.

“Throughout the campaign, Ajinomoto has also collaborated with influencers and creators to convey the story of ‘Comfort Eating,’ while creating genuine opportunities for young people to participate through a partnership with the Albert Laurence School of Communication Arts at Assumption University. Students were invited to design creative works that express perspectives on ‘food and emotional healing’ through the lens of the new generation, with selected works further developed for real use within the campaign. At the same time, Ajinomoto collaborated with artist ‘Painterbell’ Seatapron Korwanichakul to create visual designs that convey the world of ‘Comfort Eating’ in a warm, playful, and accessible way, using expressive lines and vibrant colors. These designs help strengthen the campaign’s visual identity and bring it closer to younger audiences,” Ms. Piroonrat added.

Experience Comfort Eating through the LINE MAN app from today until 28 February 2026, and join the “Eating is a Miracle Self-Love Food Fest,” a special event to close out the month of love, inviting everyone to practice self-love from 20–22 February 2026 at Siam Square. Follow heartwarming stories from the campaign on the Facebook: Ajinomoto กรีนได้ กินดี

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