{"id":39390,"date":"2025-11-25T22:48:51","date_gmt":"2025-11-26T03:48:51","guid":{"rendered":"https:\/\/www.iff.com\/?p=39390"},"modified":"2025-12-04T15:45:32","modified_gmt":"2025-12-04T20:45:32","slug":"behind-the-scenes-of-taste-modulation-three-greater-asia-experts","status":"publish","type":"post","link":"https:\/\/www.iff.com\/es\/media\/stories\/behind-the-scenes-of-taste-modulation-three-greater-asia-experts\/","title":{"rendered":"Behind the Scenes of Taste Modulation: Three Greater Asia Experts"},"content":{"rendered":"

Inside the stories, science and sensory instincts shaping salt, sweet and umami modulation.<\/em> <\/p>\n\n\n\n

<\/p>\n\n\n\n

When consumers take their first sip of a beverage or bite of a snack, they instantly know whether it feels balanced \u2014 whether the sweetness is just right, whether bitterness is under control, whether savory depth really lasts. What they don\u2019t<\/em> see are the hours of scientific tuning, creative experimentation and cross-functional collaboration required to make those experiences feel effortless. <\/p>\n\n\n\n

<\/p>\n\n\n\n

That invisible work is the art of taste modulation<\/a>, and across Greater Asia, three IFF flavorists are helping redefine what\u2019s possible. From salt and sweet to umami<\/a>, each brings a unique perspective shaped by culture, memory and technical mastery. <\/p>\n\n\n\n

<\/p>\n\n\n\n

Go behind the scenes of modulation with us and Xuess Wee, Marilyn Voon and Richard Cai \u2014 three experts advancing the future of modulation, one sensory detail at a time. <\/p>\n\n\n\n

<\/p>\n\n\n

\n
\"Photo<\/figure>\n<\/div>\n\n\n

Xuess Wee<\/a>
Principal Flavorist, Savory Creation \u2014 Greater Asia<\/strong><\/p>\n\n\n\n

<\/p>\n\n\n\n

Q&A WITH XUESS <\/p>\n\n\n\n

<\/p>\n\n\n\n

Is there a flavor that reminds you of your childhood?<\/strong> 
\u201cThe aroma of freshly baked bread.\u201d <\/p>\n\n\n\n

<\/p>\n\n\n\n

Growing up near a family-run bakery in Singapore, Xuess woke each morning to the warm caramelic scent drifting across the river. That simple, comforting aroma remains one of his earliest lessons in how deeply flavor connects to emotion. <\/p>\n\n\n\n

<\/p>\n\n\n\n

What\u2019s the most unlikely inspiration you\u2019ve ever received?<\/strong> 
\u201cRevenge.\u201d <\/p>\n\n\n\n

<\/p>\n\n\n\n

During a collaboration with Singapore\u2019s Tippling Club for the Dreams & Desires<\/em> cocktail menu, a bartender remarked that \u201cblood is umami.\u201d That single comment sparked Xuess\u2019s now-iconic flavor interpretation of Revenge<\/em>: a metallic, umami-forward note designed with IFF\u2019s umami modulators. <\/p>\n\n\n\n

<\/p>\n\n\n\n

A flavor you personally love but wouldn\u2019t pitch commercially and why?<\/strong> 
\u201cThe flavor of an ocean in deep, dark turbulence.\u201d <\/p>\n\n\n\n

<\/p>\n\n\n\n

To Xuess, the air surrounding a stormy sea has a raw, powerful sensory imprint \u2014 saline, roaring, emotional. Beautiful in concept, he says, but far too intense for commercial application. <\/p>\n\n\n\n

<\/p>\n\n\n\n

Which would you rather live without \u2014 salt or sugar?<\/strong> 
Unsweetened drinks are fine with him; unsalted food is not.  <\/p>\n\n\n\n

<\/p>\n\n\n\n

\u201cI\u2019d rather live without sugar \u2014 I am savory in and out. Food without salt steals the pure, hedonistic joy of eating.\u201d <\/p>\n\n\n\n

<\/p>\n\n\n\n

How does this connect to customer needs?<\/strong> 
Salt reduction is one of Greater Asia\u2019s most urgent challenges \u2014 especially where instant noodles serve as a staple meal rather than a snack.  <\/p>\n\n\n\n

<\/p>\n\n\n\n

\u201cIn some homes, seasoning sachets become soup for the family,\u201d Xuess notes. \u201cThat soup cannot be bland.\u201d <\/p>\n\n\n\n

<\/p>\n\n\n\n

Through sodium-modulation workshops, he helps customers lower sodium without sacrificing comfort or impact. <\/p>\n\n\n\n

<\/p>\n\n\n

\n
\"Photo<\/figure>\n<\/div>\n\n\n

Marilyn Voon\u00a0<\/a><\/strong>
Flavorist, Sweet Creation \u2014 Greater Asia<\/strong><\/p>\n\n\n\n

<\/p>\n\n\n\n

Q&A WITH MARILYN <\/p>\n\n\n\n

<\/p>\n\n\n\n

Is there a flavor that reminds you of your childhood?<\/strong> <\/p>\n\n\n\n

\u201cBiscuit dipped in Milo.\u201d <\/p>\n\n\n\n

<\/p>\n\n\n\n

She remembers timing the dip perfectly \u2014 waiting for the biscuit to soften without collapsing.  <\/p>\n\n\n\n

<\/p>\n\n\n\n

\u201cIt was messy, but it always tasted like home.\u201d <\/p>\n\n\n\n

<\/p>\n\n\n\n

What\u2019s one thing people often misunderstand about flavor?<\/strong> <\/p>\n\n\n\n

\u201cFlavor is so much more than taste.\u201d <\/p>\n\n\n\n

<\/p>\n\n\n\n

Marilyn points out that grape candy and fresh grapes both signal \u201cgrape,\u201d yet the experiences feel nothing alike: \u201cFlavor is aroma, texture, expectation and memory \u2014 it\u2019s a whole story, not just a molecule.\u201d <\/p>\n\n\n\n

<\/p>\n\n\n\n

What flavor do you personally love but wouldn\u2019t pitch commercially?<\/strong> <\/p>\n\n\n\n

\u201cKacang ma, my grandmother\u2019s Hakka dish.\u201d <\/p>\n\n\n\n

<\/p>\n\n\n\n

Heritage-rich, herbal, slightly bitter and layered with ginger, sesame oil and rice wine, kacang ma holds deep personal meaning.  <\/p>\n\n\n\n

<\/p>\n\n\n\n

\u201cBut it\u2019s polarizing and wouldn\u2019t fit mainstream applications.\u201d <\/p>\n\n\n\n

<\/p>\n\n\n\n

Which would you rather live without \u2014 salt or sugar?<\/strong> <\/p>\n\n\n\n

\u201cA world without sugar.\u201d <\/p>\n\n\n\n

<\/p>\n\n\n\n

Working in sweet modulation, Marilyn sees sugar reduction as an invitation to innovate.  <\/p>\n\n\n\n

<\/p>\n\n\n\n

\u201cWe can rebuild sweetness in so many ways \u2014 balance, mask, enhance and restore mouthfeel. Removing sugar pushes creativity.\u201d <\/p>\n\n\n\n

<\/p>\n\n\n\n

What\u2019s your favorite “aha” moment in sweet modulation?<\/strong> <\/p>\n\n\n\n

\u201cWhen a small adjustment changes the entire perception.\u201d <\/p>\n\n\n\n

<\/p>\n\n\n\n

Suppressing a minor off-note or adjusting mouthfeel can make a reduced-sugar product suddenly feel complete.  <\/p>\n\n\n\n

<\/p>\n\n\n\n

\u201cIt\u2019s like unlocking what the product always wanted to be.\u201d <\/p>\n\n\n\n

<\/p>\n\n\n

\n
\"Richard<\/figure>\n<\/div>\n\n\n

Richard Cai<\/strong>\u00a0<\/a>
Principal Flavorist, Savory Creation \u2014 Greater Asia<\/strong><\/p>\n\n\n\n

<\/p>\n\n\n\n

Q&A WITH RICHARD <\/p>\n\n\n\n

<\/p>\n\n\n\n

If your favorite flavor were a movie character, what scene would they star in?<\/strong> <\/p>\n\n\n\n

“Double-boiled chicken broth with a touch of wok-hei.”<\/p>\n\n\n\n

<\/p>\n\n\n\n

For Richard, it\u2019s the quiet co-star in a midnight hawker-stall scene\u2014wok fire flaring, scallions popping, soy hitting the pan\u2014followed by a clear, comforting broth.  <\/p>\n\n\n\n

<\/p>\n\n\n\n

\u201cHook with top notes, hold with depth, finish with comfort.\u201d <\/p>\n\n\n\n

<\/p>\n\n\n\n

Is there a flavor that reminds you of your childhood?<\/strong> <\/p>\n\n\n\n

\u201cShanghai tomato-egg noodles with pork lard.\u201d <\/p>\n\n\n\n

<\/p>\n\n\n\n

Bright tomato, crispy-egg aroma, savory pork-lard warmth, browning depth and kokumi roundness all play a role: \u201cIt\u2019s a simple dish, but serious modulation.\u201d <\/p>\n\n\n\n

<\/p>\n\n\n\n

What do people misunderstand about flavorists?<\/strong> <\/p>\n\n\n\n

\u201cWe don\u2019t just \u2018add flavor.\u2019\u201d <\/p>\n\n\n\n

<\/p>\n\n\n\n

Heat, pH, fat, starch, protein and storage all distort flavor. Richard partners with design teams to tune aroma headspace, align with basic tastes and release curves, so flavors survive real-world processing and scale. <\/p>\n\n\n\n

<\/p>\n\n\n\n

Has a flavor you created ever felt like a breakthrough?<\/strong> <\/p>\n\n\n\n

\u201cThe Umami Toolbox.\u201d <\/p>\n\n\n\n

<\/p>\n\n\n\n

Richard developed a modular system balancing glutamate, nucleotides, amino acids, kokumi and fat impact\u2014delivering full umami while enabling significant MSG (monosodium glutamate) and I+G (inosinate and guanylate) reduction. It adapts across markets and has been commercialized regionally and globally. <\/p>\n\n\n\n

<\/p>\n\n\n\n

What inspires your approach to umami?<\/strong> <\/p>\n\n\n\n

\u201cTravel, cooking and watching how people eat.\u201d <\/p>\n\n\n\n

<\/p>\n\n\n\n

Street food, home kitchens and regional variations offer endless insight.  <\/p>\n\n\n\n

<\/p>\n\n\n\n

\u201cUmami isn\u2019t one idea \u2014it\u2019s culture, heat, technique and ingredients working together.\u201d <\/p>\n\n\n\n

<\/p>\n\n\n\n

What makes a savory system truly successful?<\/strong> <\/p>\n\n\n\n

\u201cWhen it performs the same in the factory as it did on the bench.\u201d <\/p>\n\n\n\n

<\/p>\n\n\n\n

For Richard, consistency is the true test: \u201cA system isn\u2019t complete until it holds up under real conditions.\u201d <\/p>\n\n\n\n

<\/p>\n\n\n\n

<\/p>\n\n\n\n

<\/p>\n\n\n\n

Behind Every Great Bite, There\u2019s Taste Modulation<\/strong> <\/p>\n\n\n\n

Salt, sweet and umami may sit in different corners of the taste spectrum, but for these three flavorists, the mission is the same: shape products that feel balanced, satisfying and emotionally resonant. <\/p>\n\n\n\n

<\/p>\n\n\n\n

Their stories reveal the human craft behind the science \u2014 rooted in<\/a> memory, culture, curiosity and technical excellence. And though modulation often happens behind the scenes, it\u2019s what ensures every sip and bite delivers exactly the experience consumers expect. 
 <\/p>\n\n\n\n

At IFF, flavor isn\u2019t just created. It\u2019s tuned, refined and transformed.<\/em>
 
LEARN MORE ABOUT TASTE MODULATION<\/a><\/strong><\/p>\n\n\n\n

<\/p>\n\n\n\n

<\/p>\n\n\n\n

This is business-to-business information intended for food and supplement producers and is not intended for the final consumer. This information is based on our own research and development work and is, to the best of our knowledge, reliable. However, nothing herein shall constitute a guarantee or warranty with respect to products of IFF or its affiliates or information contained herein and IFF does not assume any liability or risk involved in the use of its products or the information contained herein, as conditions of use are beyond our control. Statements concerning possible use of products of IFF or its affiliates are not to be construed as recommendations for any use which would violate any patent rights, regulations or statutory restrictions. Manufacturers should check local regulatory status of any claims according to the intended use of their product.<\/em> <\/p>","protected":false},"excerpt":{"rendered":"

Inside the stories, science and sensory instincts shaping salt, sweet and umami modulation.  When consumers take their first sip of a beverage or bite of a snack, they instantly know whether it feels balanced \u2014 whether the…<\/p>","protected":false},"author":21,"featured_media":39412,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[62],"tags":[117,325,132,326,125],"class_list":["post-39390","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food-beverage","tag-bakery","tag-confectionary","tag-culinary","tag-snacks","tag-taste"],"acf":[],"yoast_head":"\nBehind the Scenes of Taste Modulation: Three Greater Asia Experts | IFF Taste<\/title>\n<meta name=\"description\" content=\"Discover the stories, science and instincts of three flavor experts who are shaping salt, sugar and umami taste modulation in 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