Ajinomoto Elevates “Eating is a Miracle” into Its Second Year, Transforming Siam Square into a Comfort Eating Space at “Eating is a Miracle Self-Love Food Fest”
Ajinomoto Co. (Thailand) Ltd. reaffirms its commitment to building a society where people can truly “Eat Well, Live Well.” by advancing its “Eating is a Miracle” campaign into its second year. In collaboration with partners, the company highlights the concept of emotional well-being through the power of food the “Eating is a Miracle Self-Love Food Fest,” a city-center food festival that transforms Siam Square into a space for emotional restoration. The event invites Thai consumers to rediscover the value of an “ordinary meal” as a meaningful moment of self-care and self-love through moments of “Comfort Eating”, grounded in the belief that when we eat deliciously and comfortably, our hearts genuinely feel better. The festival features more than 20 popular restaurants from LINE MAN Wongnai, alongside the return of the much-loved “Cooked(-by-Heart)-to-Order Restaurant.” The experience is further enriched with a variety of heart-healing activities, complemented by performances from leading T-POP artists, including PERSES, Whal & Dolph, and No One Else, as well as Raphatsorn “Chef Lat” Chirachurichai from MasterChef Thailand Season 2, who will prepare special comfort food dishes at the “Cooked(-by-Heart)-to-Order Restaurant” at BLOCK K, Siam Square.
Roann Co, Director of Ajinomoto Co. (Thailand) Ltd., stated, “In a world where many things may feel beyond our control, eating remains something we can choose: what to eat, where to eat, how to eat, and with whom. From a psychological perspective, even these small choices can help reduce stress and lighten the heart. For over 65 years in Thailand, Ajinomoto has worked with food to help build a society where people can truly ‘Eat Well, Live Well.’ We have always believed that food is not only about nutrition or fullness, but one of the closest and simplest ways to support emotional well-being. This year, we are bringing back the ‘Eating is a Miracle’ campaign, which previously sparked conversations about self-love, and extending it through the concept of ‘Comfort Eating.’ We invite everyone to value the good moments during a meal, whether it is a favorite dish, the right atmosphere, or sharing a meal with someone who makes you feel at ease. As the campaign message says, when we eat deliciously and comfortably, our hearts feel better.”
“Following the launch of the campaign through our collaboration with LINE MAN Wongnai under ‘Your Comfort Is Arriving,’ which delivered delicious comfort food along with special dishes and limited-edition Ajinomoto Comfort Kits to Thai households from January through the mid of March, we are now joining hands with partners across sectors to bring that experience to life on a larger scale through the ‘Eating is a Miracle Self-Love Food Fest.’ We aim to create a small sanctuary for both body and mind, while also bringing back the ‘Cooked(-by-Heart)-to-Order Restaurant,’ which left a lasting impression on many visitors. This year, Raphatsorn ‘Chef Lat’ Chirachurichai from MasterChef Thailand Season 2 joins us to prepare exclusive dishes, alongside a wide range of activities designed to nourish both body and heart throughout the festival. The event is open to the public free of charge, so everyone can experience ‘Eating is a Miracle’ together and turn an ‘ordinary meal’ into a meaningful moment,” Roann Co added.
To allow participants to fully experience “Eating is a Miracle,” visitors will receive a “Power Up Passport” at the entrance and then explore various restaurant booths and interactive activities designed to deliver delicious flavors, joyful experiences, and emotional restoration, including:
Restaurants from LINE MAN Wongnai: Enjoy signature dishes and beverages from more than 20 popular outlets, including Pasta Ama, Nood’s Pork Noodles, BAKEBELLY and MasterChef Thailand alumni restaurants such as Hommi, Chef Chanon’s ‘egg noodles with soy-cured egg yolk,’ and Moo Thong Moo Tod (deep-fried pork) by Chef Toei.
Cooked(-by-Heart)-to-Order Restaurant: Returning with a dining experience inspired by “feelings” and “heart,” featuring exclusive comfort food dishes prepared by Raphatsorn “Chef Lat” Chirachurichai from MasterChef Thailand Season 2.
Mini Concerts: Live performances by the boy group PERSES (20 Feb), Whal & Dolph (21 Feb), and No One Else (22 Feb), along with performances by student bands.
Heart-Healing Activity Booths: Fun and uplifting activities such as tarot card reading (“Pick a Card, Heal Your Heart”) and “Poems for Your Heart,” featuring live poetry writing by the “Romantic Rai” Facebook Page.
Grocery Detective Activity: Join the “AminoScience” MATCH & LEARN activity to receive souvenirs from Ajinomoto’s product portfolio and other special prizes.
Ajinomoto Booth: Enjoy a variety of dishes from YumYum, RosDee, UMAI, and Birdy.
The festival also welcomes Tienchai “Chef Tien“ Perapongsaton from MasterChef The Professionals Thailand (21 Feb) and Patcharakhun “Chef Toei” Kalyanamitr from Hell's Kitchen Thailand (22 Feb), who will prepare special dishes at the event and demonstrate simple comfort food recipes that participants can easily recreate at home, adding both flavor and emotional comfort throughout the festival.
“We aim to develop the ‘Eating is a Miracle’ campaign into an experience that Thai consumers can truly feel and integrate into their daily lives. Our ultimate goal is to promote both physical and emotional well-being through everyday meals, reflecting the spirit of a society that eats well and lives well, a principle Ajinomoto has always upheld. At the same time, we remain committed to continuously developing a diverse range of products to support the evolving eating and lifestyle needs of people of all ages and lifestyles,” Roann Co concluded.
Follow updates and activities from the “Eating is a Miracle” campaign at https://www.ajinomoto.co.th/th/well-being/eating-is-a-miracle/