The fourth global sensory branding forum was held in Beijing on November 21, 2012. It was co-organized by the Beijing Institutes of Life Science of the Chinese Academy of Sciences (BIOLS, CAS), Monell Chemical Senses Centre, European Chemoreception Research Organization (ECRO) and HengYuanXiang Group (HYX Group).  

Seven speakers from different countries first gave keynote presentations on sensory research and cultural exchange. Then the organizers launched the ‘international sensory research program’ and ‘global sensory research awards’ to the public for the first time. The former will provide funding for the cross-disciplinary research projects related with sensory study, psychology and neurobiology, and the latter will award those scientists who have great achievements. This symposium was a significant promotion to the cooperation between BIOLS and HYX Group on Sensory Research.