Secteurs & marchés

IFF Opens Immersive Experience Hub at Its Innovation Center in Singapore

^{PHOTO: Business Wire}

Market Info | Health & Lifestyle | Cosmetics
 

Date: 1 August 2025   
Region: ASEAN-O      
Country: Singapore          
Sector: Health & Lifestyle
Sub-sector: Cosmetics
Section: Market Trends
Theme: Innovation in Cosmetics

On 9 July 2025, IFF (International Flavors & Fragrances) — a global leader in flavors, fragrances, food ingredients, health, and biosciences — inaugurated its new Immersive Experience Hub within its Innovation Center located in Singapore’s Jurong district.

This new multisensory space enables IFF to work more closely with its clients to conceptualise, test, and refine product ideas in simulated, near-real environments. The goal is to accelerate development timelines, improve decision-making, and increase the success rate of market launches.

The hub integrates immersive technologies such as 360° video, combined with olfactory, taste, auditory, and tactile stimuli, offering contextual tastings, scented immersions, and real-time co-creation sessions.

This investment builds upon the USD 30 million (approx. EUR 27.6 million) already committed in Singapore in 2022. It reinforces the country’s strategic role in driving innovation growth in Asia, a region expected to generate 60% of global economic growth by 2030.

According to the Singapore Economic Development Board (EDB), IFF’s decision reflects its confidence in Singapore’s innovation ecosystem, which is rich in talent, equipped with advanced digital infrastructure, and strong in research capabilities.

To celebrate Singapore’s 60th year of independence in 2025, IFF also launched the SG60 collection, inspired by local flavours and scents. The new hub joins IFF’s global network of immersive spaces, which already includes locations in the United States (Florida and New Jersey) and Shanghai.

Source: Victoria Ruth Oei, 10/07/2025, Business Wire