Asahi Super Dry collaborates with TERADAMOKEI for Lunar New Year
Asahi Super Dry’s limited-edition Lunar New Year cans highlight how the brand continues to inspire progression and is fueled by the unexpected vibrancy of Modern Japan. The design incorporates a 1:100 scale Model Kit concept, a hallmark of TERADAMOKEI’s work. The design highlights the joy of creation and constructs a vibrant Lunar New Year social scene, bringing a sense of renewed excitement to the Lunar New Year.
Bringing an entirely new and modern perspective to the traditional Lunar New Year celebration, Japan’s number one selling beer brand, Asahi Super Dry, is once again breaking the mold by partnering with Japanese art project, TERADAMOKEI, to launch limited-edition Model Kit designed cans and packaging. Emphasizing the celebrative occasion and the joy of creation, TERADAMOKEI’s inventive design transforms the special edition cans into small-scale frames of festive fun. These limited-edition cans, available across the Asia-Pacific region, including Hong Kong, Mainland China, Taiwan, Thailand, Singapore, and for the very first time Vietnam. Through this design, Asahi Super Dry is continuing to bring unexpected Lunar New Year celebrations to beer drinks across the region.
Like Asahi Super Dry’s unique crisp and refreshing taste that inspires progression, TERADAMOKEI represents the pioneers of Modern Japan who celebrate curiosity and creativity. TERADAMOKEI, an art project built on the craft of small paper Model Kits used for architectural models and dioramas, was established in 2011 by award winning architect and designer Naoki Terada alongside Fukunaga Printing Co., Ltd. TERADAMOKEI has successfully expanded the appeal of such kits beyond hobbyists, boldly reshaping the Model Kit genre by designing kits that depict human scenes rather than machinery, while also swapping plastic components in favor 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, create a sense of modern dynamism in the design.
The limited-edition Model Kit design Asahi Super Dry cans are available in supermarkets, online and select restaurants across APAC. For more information, please visit: https://www.asahisuperdry.com/en-gb/home/
