Ajinomoto launches the ‘Live Life for Well-being’ campaign, promoting healthy living in Thai society and empowering 13 million seniors to live fulfilling, active lives 

Bangkok – 26 September 2024 – Ajinomoto Co., (Thailand) Ltd., a leading company committed to promoting the “Eat Well, Live Well” philosophy in Thailand, is launching a new campaign to inspire and support the country’s 13 million seniors (approximately 19% of the population) to live fulfilling and active lives. Under the concept of ‘Live Life for Well-being,’ the campaign features a new commercial showcasing the skills and experiences of three senior creators, encouraging them to reignite their passions and take pride in their contributions to society supported by AminoMOF, a nutritional supplement designed to effectively aid muscle and joint health in the elderly. To further this initiative, Ajinomoto is expanding its Facebook Page: Ajinomoto Amino House, as an online community dedicated to promoting Eat Well, Live Well among Thais, especially by facilitating activities that encourage seniors to reconnect with friends and family.

The ‘Live Life for Well-being’ campaign for AminoMOF was inspired by the global demographic shift towards an ‘aging population.’ According to a UN report, the number of elderly individuals is expected to double by 2050, making seniors a significant market for products that promote physical and mental well-being. Thailand entered the aging society phase since 2022, with over 13 million people aged 60 and above. This proportion is projected to reach 20-30% by 2042.

Mr. Wonnarate Suckeeluk, Department Manager, Ajinomoto Co., (Thailand) Ltd., stated, “Ajinomoto is committed to promoting healthy living for people worldwide. In Thailand, we found that four million seniors aged 60 and above are at risk of, or experiencing muscle and joint problems, which impact their confidence in daily activities. Additionally, social interactions and connections with friends and family have been shown to significantly reduce loneliness and depression among the elderly, improving mental health. To address these issues, we have launched a new communication campaign for AminoMOF to inspire and motivate seniors to live meaningful and healthy lives once again.”

“The ‘Live Life for Well-being’ communication campaign features three inspiring commercials showcasing the skills and experiences of three legendary senior creators. These individuals have excelled in their respective fields: Khiao - Chien Saengkaew, a 59-year-old billboard painter from Yala, who has returned to painting large billboards to preserve cherished memories; Manit - Manit Vorachat, a 77-year-old legendary voice actor, who has produced short radio dramas to express his love and care for the elderly; and Aey - Winai Sattarujawong, a 57-year-old renowned advertising director, who has returned to directing commercials in his fun and meaningful style. These three commercials reinforce the idea that life after retirement can still be full of passion and purpose, encouraging seniors to tap into their full potential while enjoying quality time with friends and family. The campaign emphasizes the importance of maintaining physical fitness and mobility, and the importance of building and maintaining muscle mass to support bones and joints, supported by the use of AminoMOF, an innovative amino acid and collagen supplement for seniors. AminoMOF effectively promotes muscle and joint health, thanks to its rich content of leucine and eight other essential amino acids, which have been well-recognized in Japan.

“In addition, we have organized various activities to help seniors rediscover their self-worth and reconnect with society in meaningful ways, strengthening bonds with friends and family. We have also launched the Facebook Page: Ajinomoto Amino House as an online community dedicated to promoting healthy living among Thais. This platform will also serve as a hub for sharing information and experiences relevant to the aging population,” concluded Mr. Wonnarate.