Aji Ngon TVCs are not just simple commercials; they are subtle "slices" that encapsulate the art of Vietnamese cuisine and family values. This article will delve into analyzing typical TVC examples and "decode" the core elements that have created a strong and lasting media impact for this brand.
A compilation of attractive Aji Ngon TVC designs.
Aji Ngon TVC campaigns are always designed to convey a core message: Aji Ngon is the catalyst that transforms ordinary meals into moments of happiness. However, in each phase, the brand emphasizes a different aspect of the product or emotion. Below is a detailed analysis of 5 outstanding TVCs that contributed to impressive media impact.
1. TVC Aji-ngon® Seasoning Powder 2025 – Delicious from Meat, Sweet from Bone – 15s TVC – Soup Dish (Men)
Content and message: This Aji Ngon TVC sample is short (16 seconds), typical of television commercials that focus on repeating the main message and product benefits.
Focus on the core ingredients: The prominent message is "delicious from the meat, sweet from the bone," affirming the natural origin and meticulous processing: the meat and bone extract is slow-simmered for many hours.
Emotional connection: The image depicts a mother cooking soup and the whole family gathering together, happily enjoying it. The product not only delivers delicious taste but also "brings happiness to mothers and adds love to the home."
Media effect: A 15-second TV commercial is the ideal format for frequent broadcast on television channels, ensuring the message about "essence" and "delicious from the meat, sweet from the bone" is deeply ingrained in consumers' minds. Soup is a common dish in family meals, making it easy for viewers to visualize and associate with the product.
2. TVC Aji-ngon: Rich in Bone and Meat Flavor, Even More Savory
Content and message: This is the Aji Ngon TV commercial released in 2018. Although it lacks detailed subtitles, the title "Rich in Meat, Even More Flavorful" clearly conveys the improved taste.
Confirming the richness of the flavor: The TV commercial emphasizes the product's ability to enhance the rich, meaty flavor of dishes. The word "rich" is repeated to reinforce the impression of a product that delivers a deep, traditional taste to soups and stews.
Family context: Like other campaigns, this TV commercial uses images of a warm and cozy meal, where the rich flavors of the food serve as a bridge for laughter and togetherness.
Media effect: This TV commercial successfully positions Aji Ngon not just as a seasoning but as the "essence" of bones and meat, helping traditional Vietnamese dishes achieve an authentic taste. With over 410,000 views, it demonstrates public interest in the quality and rich flavor the product offers.
3. TVC Aji-ngon: More Flavor, More Delicious Vegetables
Content and message: Also released in 2018, this Aji Ngon TVC explores a different aspect: the ability to make even simple vegetable dishes delicious.
Expand the scope of use: The message "Makes Vegetables Taste Better" subtly expands the market and target audience. It's not just for savory dishes like meat soup, but also ideal for boiled or stir-fried vegetables – light dishes that require a natural sweetness.
Nutritional balance: The emphasis on vegetables also aligns with Ajinomoto's "Eat well, live well" philosophy. It conveys the message of a balanced meal that is not only delicious but also good for health.
Media effect: By demonstrating the product's versatility, the TV commercial solidified Aji Ngon's position as an essential seasoning that can be used in every dish in Vietnamese family meals, from main courses to side dishes.
4. Aji-ngon® DOUBLE THE DELICIOUSNESS*, WELCOME THE NEW YEAR WITH THOUSANDS OF BLESSINGS
Content and message: This is a seasonal Aji Ngon TVC, released during the Lunar New Year 2023.
Event-based meal organization: Tet is the most important occasion, where family meals symbolize reunion and togetherness. The TV commercial uses this setting to connect... Aji Ngon TVC with the most sacred emotions.
"Double the deliciousness" and good luck: Combining the product's benefits ("Double the Deliciousness") and the greeting ("Wishing You a Prosperous New Year"), the product is elevated to a "gift," an indispensable element for a complete and auspicious Tet meal.
Media effect: Tet (Lunar New Year) TV commercials often create a huge emotional impact. With over 3.2 million views, this TV commercial successfully shifted its focus from product promotion to promoting cultural values, making Aji Ngon an integral part of Tet customs and traditions.
5. Aji-ngon® TVC 2020 – DOUBLE THE DELICIOUSNESS – 30s (North)
Content and message: This 2020 TV commercial is a major campaign, emphasizing product innovation with the message "Double the Taste".
Significant improvements: The message "new aji-ngon seasoning is not just delicious, it's twice as delicious" focuses on a breakthrough in quality, with "a rich, savory, meaty flavor that lingers from the initial sweetness to the lingering aftertaste." It promises a lasting taste experience, from the initial sweetness to the final lingering aftertaste.
Localization: Having a specific version for the North demonstrates Ajinomoto's strategy of localizing its products and communication. This helps to make the message more relatable to the habits and tastes of each region.
Media effect: With over 141,000 views (and news reports suggesting these TV commercial versions could reach millions of views in each region), "Double the Taste" has created a new wave, encouraging consumers to try the improved product and reinforcing Aji Ngon's image as a brand that always strives to deliver the best value.
Factors contributing to the success of the Aji Ngon TV commercial.
The success of Aji Ngon TV commercials is not accidental, but the result of a comprehensive marketing strategy built on a deep understanding of Vietnamese culture and consumer psychology.
1. A consistent mass media communication strategy
- Make the most of your TV commercial: As an essential product used by all social classes, Ajinomoto understands the usefulness and advantages of mass media such as TV and radio. The Aji Ngon TV commercials have become the main tool for bringing the brand name to millions of Vietnamese families.
- Fixed image recognition: Although the content of the TV commercial changes from year to year, the brand consistently maintains strong identifying elements such as its signature red color and, especially, its catchy melody and slogan. The systematic repetition of the message helps build trust and familiarity.
2. The Power of Storytelling and Emotion
- We sell happiness, not MSG: Ajinomoto doesn't just advertise spices; they tell small stories, subtle glimpses of family meals. The Aji Ngon TV commercials directly touch the emotions of Vietnamese people, transforming the product into a catalyst for happiness and togetherness.
- Emphasizing family values: The overarching theme is love and the togetherness of a three-generation family (grandparents, parents, and children) around the dinner table. This evokes deep empathy, as family and meals are core values in Vietnamese culture.
3. The core message for sustainability: “Eat well, Live healthy”
- Mission and Promise: The message "Eat well, live well" is not just a slogan, but also a promise and affirmation of product quality and a commitment to the benefit of the community.
- Long-term consistency: Although the imagery and content of the TV commercials have changed over the years (for example, from "Rich and flavorful, naturally sweet" to "Delicious from the meat, sweet from the bone"), the overarching message about health and quality of life has remained consistent. This consistency strengthens customer loyalty.
4. Product and communication localization strategy
- Aji-ngon was created for the Vietnamese people: Aji-ngon seasoning granules are a prime example of Ajinomoto's product localization strategy. The product is researched and developed specifically for the Vietnamese market, with flavor options to suit local tastes such as pork, chicken, shiitake mushroom, and lotus seed.
- Regional content production: Producing different versions of the Aji Ngon TVC for the North and South (as analyzed in the 2020 and 2025 TVCs) shows that the brand respects cultural differences in cuisine, making the advertising more relatable and effective.
5. Flexible TVC length and repeated messaging.
- Standard duration for SEO (Search Engine Optimization) and TV: TV commercials are typically short (15s, 30s), ensuring high visibility on TV and digital platforms (YouTube). Repeating the message through short clips helps viewers remember it quickly and effectively.
- Emotional orientation: Aji Ngon TVCs like "Full-bodied flavor, overflowing happiness" directly appeal to emotional benefits rather than just rational benefits (ingredients). This is a smart strategy to differentiate itself in the spice industry.
The Aji Ngon TV commercials have truly created a powerful and lasting media impact in the Vietnamese market. This success is the perfect combination of a quality product, a consistent mass media communication strategy, and above all, the ability to tell compelling emotional stories.
By shifting from selling a physical product to selling "double the deliciousness" and "overwhelming happiness," Ajinomoto has made Aji Ngon an icon of Vietnamese family meals. Whether it's a 15-second TV commercial focusing on the benefits of "Delicious from the meat, sweet from the bone" or a heartwarming Tet (Lunar New Year) TV commercial, each campaign is a testament to the brand's deep understanding of Vietnamese culture. This is the core formula that has helped Aji Ngon TV commercials not only achieve millions of views but also win the trust and secure a firm place in the kitchens of Vietnamese consumers.
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