(17 Jul 2025)
ASSOCIATED PRESS
Einsiedeln, Switzerland – 14 July 2025
1. Close of ‘face savouring food’ emoji on small wheel of cheese
2. Tilt down from hanging emoji sign to emoji cheese on sale
3. Mid of emoji cheeses
4. Wide of farm
5. Various of alpine cows grazing
6. Wide of hay inside barn
7. Puppies in hay
8. Various of alpine landscape around Lake Sihlsee
9. Mid of flyer for Milchmanufaktur company’s 10th anniversary
10. Various of Milchmanufaktur CEO Rene Schoenbaechler tasting cheese
11. SOUNDBITE (English) Rene Schoenbaechler, CEO of Milchmanufaktur:
“Milchmanufaktur is a cooperative from 60 farmer families here in the region. For our 10th anniversary, we wanted to invent something special, and so we created these ‘Emutschlis’ (sweet treats). Our idea is to communicate our values from the company, which are passion, which are innovation, and which are tastiness.”
12. Tilt up of empty milk vat
13. Mid of cheese-cutting machine, factory worker lifting large piece of raw cheese
14. Factory workers placing raw cheese squares into plastic containers
15. Various of worker pressing down cylindrical cheese
16. Zoom out of cheeses being lowered into salt bath
17. SOUNDBITE (English) Rene Schoenbaechler, CEO of Milchmanufaktur:
“The Emoji cheese is a mountain cheese, produced with local dairy mountain milk, and it’s a mild cheese, so it’s stored for four weeks, and after then, we can bring it to the store. So, it’s a cheese for beginners. You will eat it for breakfast or for a glass of wine in the afternoon.”
18. Cheese being taken from storing shelves and placed on surface
19. Tilt down of factory worker brushing cheese in preparation for emoji paper
20. Various of emoji papers being stuck onto cheese
21. Zoom out of cheeses maturing
22. SOUNDBITE (English) Rene Schoenbaechler, CEO of Milchmanufaktur:
“We delivered our cheese specialities as well to the United States, and when times are getting hard, as they are right now, with the Swiss franc, with tariff discussions, then you need better ideas to sell your cheese.”
23. Mid of magnetic cheese emoji badges
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ARCHIVE: New York, 15 June 2016
24. Close of iPhone with emoji
25. Close of smartphone screen with text messages using emojis
26. Wide of TV screen displaying dozens of emojis
27. Woman playing with facial recognition technology that matches expressions with emojis
ASSOCIATED PRESS
Leiden, Netherlands – 16 July 2025
28. SOUNDBITE (English) Dr. Vyvyan Evans, academic and emoji expert:
++VIDEO CALL INTERVIEW++
“Emojis originated in the late 1990s in Japan. Emoji is a Japanese combination word, it means picture character. They were developed for the first commercially-available mobile internet system. They were then taken under the aegis of Unicode, which is an NGO based in California, and this is an organisation that unifies digital representation for computers globally. They were then adopted around 2011 on the iPhone, 2013 on Android operating systems, and 2015, I would say, they went global, and that’s when, at the end of 2015, the OED anointed an emoji as ‘word of the year’, which caused headlines all over the world.
They’re basically the body language of the digital age.”
ASSOCIATED PRESS
Einsiedeln, Switzerland – 14 July 2025
29. Staff member gift-wrapping emoji cheese
30. Visitor from Denmark, Camilla Bojsen-Moller, buying cheese
31. Emoji design on back of staff member’s t-shirt
32. SOUNDBITE (English) Camilla Bojsen-Moller, visitor from Denmark:
33. Large emoji sign on wall of Milchmanufaktur’s store
ASSOCIATED PRESS
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