Edelman, SixTwentySix and Directing Duo Miles & AJ launch Ajinomoto’s #1 Gyoza in the U.S.
Ajinomoto® Hane-Style Gyoza, Japan’s best-selling gyoza dumpling, has officially arrived in mass grocery stores across the United States for the first time, supported by a high-energy campaign spot from Edelman, produced by SixTwentySix, and directed by Miles & AJ.
The film is a kinetic celebration of Ajinomoto’s signature hane, the delicate golden “wing” that crisps on the dumpling as it cooks. Designed to feel like a fast-scroll through today’s cultural landscape, the spot moves seamlessly between seven different environments, including a Michelin-star kitchen, a hype collector’s sneaker closet, a music video set, and a grocery freezer aisle. Each scene highlights the energy, flavor, and convenience of Ajinomoto’s gyoza while connecting to the ways consumers experience food in their everyday lives.
The production was completed in a single day across seven custom-built sets, showcasing a range of creative and technical craft. Standout moments include a never-before-seen shot captured from underneath the pan, with cinematographer Rob Witt lighting the gyoza’s underbelly as it sizzled into its iconic crispy wing. Production Designer Brandon Mendez led the ambitious world-building, creating environments that shifted rapidly while remaining cohesive. Stylist Chanel Gibbons brought additional personality to the film through wardrobe, outfitting nine cast members in looks that reflect the playful, hype-driven tone of the campaign.
Directors Miles & AJ approached the spot as a cultural snapshot, with each set acting as a vignette connected by sound, texture, and flavor. “Our goal was to make the dumpling itself the hero while surrounding it with visuals that feel both elevated and fun,” said the SixTwentySix directing duo. “From the sound of the sizzle to the final crisp bite, every frame is designed to build hype.”
With Ajinomoto® Hane-Style Gyoza now available at Walmart and Albertsons, and additional rollout coming this fall at Kroger, Wegmans and other retailers, the campaign invites consumers to experience Japan’s #1 dumpling in U.S. kitchens nationwide for the first time.
The campaign is now live and to help consumers taste the hype for themselves, the brand is taking Ajinomoto® Hane-Style Gyoza on the road with tastings at select store locations across the country, from Dallas and Denver, to Los Angeles, Chicago, Boston and more starting October 23.
