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Highlights
• New hub integrates multi-sensory tech for co-creation, testing, and faster market launches
• Facility builds on prior USD30 million investment at Singapore Innovation Center in 2022
• Singapore site joins IFF’s global network of immersive spaces across the U.S. and China

IFF (NYSE:IFF) has launched its Immersive Experience Hub at the company’s Singapore Innovation Center, enhancing its ability to collaborate with clients across Asia in the development of flavor, fragrance, and food ingredient solutions. The announcement follows IFF’s USD30 million investment in the facility made in 2022.

The hub introduces a multi-sensory, interactive environment that integrates 360-degree video with scent, taste, sound, and touch, simulating real-world settings for product testing and concept development. According to the company, this immersive setup is designed to improve design accuracy, reduce product development time, and strengthen alignment with consumer preferences in Asia’s dynamic markets.

About the company

IFF is a global supplier of solutions across the flavors, fragrances, food ingredients, and biosciences sectors. The Singapore hub complements its existing pilot plant for dairy and beverage applications—the largest of its kind in Southeast Asia—enabling a full cycle of product ideation through to small-scale commercialization within the same facility.

The new hub is part of IFF’s broader strategy to expand innovation capacity in Greater Asia, a region the company expects will contribute 60 percent of global economic growth by 2030. The Singapore Economic Development Board endorsed IFF’s decision, citing the country’s capabilities in digital infrastructure, talent, and research and development.

To commemorate the launch and Singapore’s 60th anniversary, IFF also introduced the SG60 collection—food and fragrance creations inspired by a public survey of 1,000 Singaporeans. Items showcased included Chrysanthemum Tea Slushies, Laksa Cupcakes, and fragrances referencing the Singapore Sling and Jewel Changi Airport.

The Singapore facility joins IFF’s global network of immersive spaces, which includes locations in Florida, Shanghai, and New Jersey.