Ajinomoto (Malaysia) Berhad Expands Halal Footprint in the Middle East Through Strategic Culinary Collaboration

SEREMBAN, 25 June 2026 – As the demand for trusted halal food products continues to rise across the Middle East, Ajinomoto (Malaysia) Berhad (AMB) is accelerating its regional expansion through strategic culinary collaborations with influential industry figures. Reinforcing its commitment to delivering quality halal products globally, AMB recently welcomed renowned Saudi Arabian chefs, Chef Fadi Mneimneh and Chef Rakan Aloraifi, to its Enstek factory for an exclusive engagement highlighting the quality, versatility, and halal integrity of its products, while deepening appreciation for the Art and Science of Umami among Middle Eastern consumers.

Chef Fadi Mneimneh, a Michelin-recognized Culinary Director and former royal chef, alongside Chef Rakan Aloraifi, an Executive Culinary Director and award-winning culinary consultant, are prominent figures in the Middle East’s culinary scene. Their expertise and influence brought valuable insights while strengthening AMB’s engagement with key stakeholders across the region’s food and hospitality industry. 

The exclusive programme was designed to strengthen awareness of AMB’s halal-certified product portfolio and advanced manufacturing capabilities among key stakeholders in Saudi Arabia. Through collaboration with respected culinary Key Opinion Leaders (KOLs), AMB aims to boost consumer confidence, showcase the value of umami in modern cuisine, and support the region’s growing demand for premium halal food solutions.

A key highlight of the visit was an exciting live culinary demonstration by Chef Fadi and Chef Rakan, featuring authentic Middle Eastern dishes elevated with selected Ajinomoto product. The session showcased how umami enhances flavour depth and richness while preserving the authenticity of traditional recipes, delivering a unique culinary experience where Middle Eastern heritage met Japanese-inspired food innovation.

Beyond the cooking showcase, the visiting chefs also participated in food tasting sessions, recipe development discussions, and a comprehensive tour of AMB’s Enstek factory. The visit offered valuable insights into AMB’s manufacturing processes, rigorous quality assurance protocols, food safety standards, and halal production systems, reinforcing the company’s unwavering commitment to delivering products that meet global standards of excellence.

As one of Malaysia’s leading food manufacturers, AMB continues to champion Malaysian halal excellence on the global stage through strategic partnerships and market expansion initiatives. By leveraging the influence of internationally respected culinary ambassadors, AMB is strengthening awareness of its halal-certified products while expanding its footprint in key export markets.

The programme also welcomed representatives from AMB’s distributor in Brunei, creating valuable opportunities for regional networking and knowledge exchange. The engagement served as a platform to discuss evolving consumer preferences, emerging culinary trends, and new business opportunities within the rapidly growing halal food industry, while fostering stronger collaboration among regional partners. 

Building on the momentum of this initiative, AMB plans to collaborate with both chefs at upcoming HORECA (Hotel, Restaurant and Café) events in Saudi Arabia, tentatively scheduled for the first week of October 2026 in Riyadh and Jeddah. The chefs are expected to lead live culinary demonstrations for HORECA professionals, chefs, and procurement decision-makers, supporting AMB’s ongoing efforts to unlock new business opportunities and further expand the reach of its halal-certified products across the Middle East.