Tag: Asahi Super Dry

Japan – Asahi Breweries Ltd., a subsidiary of Asahi Group Holdings, has launched its first unified large-scale promotional campaign across East Asia, naming global music sensation BLACKPINK as the new brand ambassador for Asahi Super Dry.

The campaign will span Japan, China, South Korea, Taiwan, Hong Kong, and Mongolia, marking Asahi’s effort to tap into BLACKPINK’s international fanbase to boost brand visibility across the region.

BLACKPINK will appear in campaign materials developed in collaboration with Asahi Group subsidiaries as part of the company’s most extensive regional promotion to date. Set to begin rolling out in July, the campaign includes limited-edition Asahi Super Dry cans with original designs, promotional giveaways, and widespread advertising.

This marks both the first time Asahi Super Dry has launched a coordinated campaign across East Asia and the first instance of BLACKPINK serving as brand ambassadors for a beer brand.

Hong Kong – Japanese beer brand Asahi Super Dry has teamed up with renowned Japanese art project TERADAMOKEI to unveil limited-edition Model Kit-inspired cans and packaging, bringing a fresh, creative twist to Lunar New Year celebrations.

For this campaign, Asahi Super Dry tapped TERADAMOKEI’s signature 1:100 scale Model Kit concept to create limited-edition cans that depict a vibrant Lunar New Year scene, complete with friends, festive décor, and lively conversation around a table set with Asahi Super Dry glassware.

The design highlights barley and hops in yellow, honouring the core ingredients of Asahi Super Dry, while speech bubbles symbolise the connections people share—both online and offline—during festive gatherings. The blend of traditional Lunar New Year red with sleek Asahi Super Dry silver adds a modern, dynamic flair to the packaging.

With these limited-edition creative cans, Asahi Super Dry aims to celebrate the joy of creation and enhance the festive spirit by delivering a unique twist to Lunar New Year celebrations for beer lovers across the region.

Just as Asahi Super Dry’s crisp, refreshing taste symbolises progress, TERADAMOKEI embodies modern Japanese innovation through its paper model kits. Founded in 2011 by award-winning architect Naoki Terada and Fukunaga Printing Co., the project has redefined the Model Kit genre by shifting from mechanical designs to human scenes and replacing plastic parts with paper, broadening its appeal beyond hobbyists.

Asahi Super Dry’s limited-edition Model Kit design cans, created in collaboration with TERADAMOKEI, are now available across APAC in supermarkets, online, and select restaurants—including Hong Kong, Mainland China, Taiwan, Thailand, Singapore, and, for the first time, Vietnam.

Singapore – Asahi Super Dry has launched its latest brand activation ‘AMPLIFIED’ via its sponsorship of one of Singapore’s food and lifestyle festivals ‘GastroBeats’.

Designed, conceptualised and executed by GOVT Singapore, the activation features various interactive installations of Asahi Super Dry’s multiple products, as well as an Asahi Super Dry hospitality zone with masterclass sessions.

Drinks being served at the Asahi Super Dry hospitality zone
Asahi’s interactive installations

Going into detail, the activation is built upon 4,000 sq ft of real estate space in the iconic Marina Bay precinct, highlighting Asahi Super Dry’s multiple SKUs including its dark lager variant ‘Asahi Kuronama’, its latest product innovation ‘Asahi Namajokki’, and the evergreen Asahi Super Dry.

Talking about the activation, Meryl Ho, head of marketing at Asahi Beer Asia, said, “We are proud to partner with GastroBeats for its 2024 iteration. GastroBeats has grown from strength to strength over the past couple of years, and is a key component of Singapore’s i Light Festival.”

“Together with the exciting variety of food and entertainment happening at GastroBeats, we hope to be able to complement the festivities with a refreshing mug of Asahi Super Dry,” she added.

Additionally, this activation by Asahi and GOVT Singapore follows their latest collaboration on Asahi’s ‘Draught Anywhere’ campaign, which encouraged consumers to enjoy draught beer from the convenience of their homes.