Asahi Super Dry brings unexpected Lunar New Year celebrations to beer drinks

In celebration of the upcoming Lunar New Year, Japanese beer brand Asahi Super Dry is breaking the mold by partnering with Japanese art project, TERADAMOKEI, to launch limited-edition Model Kit designed cans and packaging.  

TERADAMOKEI, an art project built on the craft of small paper Model Kits used for architectural models and dioramas, was established in 2011 by architect and designer Naoki Terada alongside Fukunaga Printing.  

TERADAMOKEI has successfully expanded the appeal of such kits beyond hobbyists, reshaping the Model Kit genre by designing kits that depict human scenes rather than machinery, while also swapping plastic components in favour of paper. 

The packaging and key visual of the limited-edition design incorporate a 1:100 scale Model Kit concept, a hallmark of TERADAMOKEI’s work. In incredible detail, the design constructs a vibrant Lunar New Year social scene, where all the elements for a brilliant celebration are laid out—friends to enjoy the moment with, a table set with Asahi Super Dry glassware, lively conversation, and festive decorations. 

The design also spotlights barley and hops in yellow to pay tribute to the two core ingredients that form the backbone of Asahi Super Dry, while speech bubbles represent the online and offline connections people make with their loved ones during festive occasions.  

The duality of Lunar New Year red alongside sleek Asahi Super Dry silver, creates a sense of modern dynamism in the design. 

Emphasising the celebrative occasion and the joy of creation, TERADAMOKEI’s inventive design transforms the special edition cans into small-scale frames of festive fun.  

Through this design, Asahi Super Dry is continuing to bring unexpected Lunar New Year celebrations to beer drinks across the region. The packaging demonstrates Asahi Super Dry’s unique crisp and refreshing taste that inspires progression, TERADAMOKEI represents the pioneers of Modern Japan who celebrate curiosity and creativity. 

These limited-edition cans are available across the Asia-Pacific region, including Hong Kong, Mainland China, Taiwan, Thailand, Singapore, and for the very first time Vietnam.

MARKETING-INTERACTIVE has reached out to Asahi Super Dry for more information. 

Don't miss: Asahi Super Dry appeals to new generation of beer drinkers with new product

Back in June 2024, Asahi Super Dry expanded its product portfolio to reach new audiences with the introduction of Dry Crystal - a new low-strength beer with three-low innovation.

Inspired by the Japanese philosophy of living a full and active life, Dry Crystal is made in Japan and offers three-lows – a lower 3.5% ABV, as well as 40% fewer calories and 70% less carbs than Asahi Super Dry beer – while delivering the same iconic Super Dry taste.

With this new product, Asahi aims to provide the Super Dry experience to the new generation of beer drinkers, making the beer a perfect fit in the brand’s current formulation.

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