Asahi Super Dry has launched limited edition Lunar New Year packaging for 2023. The cans are decorated with bold designs that pay homage to the Year of the Rabbit, and are exclusively available in Hong Kong, mainland China, Taiwan, Singapore and Malaysia.
Lunar New Year, the most celebrated festival in Asia, is a great time for businesses to boost their brand messaging and find meaningful ways to connect with audiences. This year, Japan’s number one beer brand Asahi Super Dry unveiled a limited-edition design on cans and outer packaging that bridges traditional style – origami – with contemporary design – digital art. By merging these two concepts, Asahi aims to inspire people to look for something beyond the expected.
Asahi International Asia’s Regional Head of Brand, Mag Lai said: “Asahi Super Dry represents modern Japan, which is all about the fusion of tradition and progress. When this idea is put into a design context, the expression reinvents the authentic motif in a progressive approach to create something surprising and unexpected. The new Lunar New Year design embodies our vibrant and sharp attitude by taking inspiration from modern Japan.”
The new look has been designed in collaboration with the Japan-based award-winning Nippon Design Center. The packaging’s bold, red, geometric design features ‘masks’ that nod to the Year of the Rabbit through a juxtaposition of authenticity and innovation. The authentic rabbit is portrayed in the style of origami, a Japanese paper handcraft, whilst the various shades created by the folds give the mask a three-dimensional appearance. At the same time, the innovative rabbit incorporates the world of digital art, with the composition of straight lines and nuance of reflective light delivering the impression of cutting-edge artistry. Altogether, the packaging demonstrates the vibrancy and ambition of Asahi to inspire progression by going beyond the expected.
“We’re always looking for meaningful ways to connect with consumers by showcasing our brand identity through never-seen-before ideas,” said Asahi International Asia’s Regional Marketing Director, Loretta Lee. “With Lunar New Year being a key time to celebrate and share a drink with loved ones in Asia, we look forward to presenting the quick, clean and super dry taste of Asahi Super Dry canned in the new and exclusive design.”
