Hong Kong – Asahi Super Dry has launched a new campaign featuring Ryusei Yokohama to mark the latest evolution of its Dry Crystal beer, which now offers zero-sugar variants in Hong Kong and the Chinese mainland and a low-sugar option in Taiwan.
The campaign is led by a new promotional film shot in Japan specifically for audiences in Hong Kong and Taiwan, making it the first dedicated Dry Crystal campaign video created for the two markets. The film follows Yokohama through different moments of his daily routine, from training sessions to work on set, highlighting themes of balance and intentional lifestyle choices.
According to the brand, the campaign reflects the growing “new moderation” movement, where consumers seek lighter and lower-sugar drinking options while maintaining the taste profile associated with Asahi Super Dry. Through the film, Dry Crystal is positioned as a beer option that aligns with more mindful consumption habits and active lifestyles.
Hong Kong and Taiwan were identified by the brand as key markets for Dry Crystal, with the campaign tailored specifically to local audiences rather than adapted from a global creative platform. Filming in Japan was also intended to reinforce the beer’s Japanese brand heritage and cultural connection with consumers in both markets.
Inspired by the Japanese philosophy of living a full and active life, Dry Crystal contains less sugar than standard Asahi Super Dry beer while maintaining its signature taste profile. The product is now available in supermarkets, online platforms, and select restaurants across the Chinese mainland, Hong Kong, and Taiwan.
