Asahi Super Dry celebrates CNY with limited edition packaging design

Ahead of Chinese New Year, Asahi Super Dry has unveiled a limited edition design on cans and outer-packaging to mark the celebrated festival in Asia.

Exclusively available in Hong Kong, China, Taiwan, Singapore and Malaysia, the packaging with bold, red, geometric design features nod to the Year of the Rabbit, demonstrating Asahi Super Dry’s modern Japan vibrancy and ambition to inspire progression by going beyond the expected.

Designed in collaboration with the Nippon Design Centre, the design features masks that explore the traditional context of the festival and performance in China and Japan. With the aim to inspire people to look for something beyond the expected during the Chinese New Year, the masks represent the Chinese zodiac sign for 2023, the rabbit, through a juxtaposition of authentic and innovative. The rabbit is expressed in the concept of origami, a Japanese paper handcraft, whilst the various shades created by the folds give the mask a three dimensional appearance.

On the other hand, the rabbit incorporates the world of digital art, with the composition of straight lines and the nuance of reflective lights delivering the impression of cutting-edge artistry. Across the packaging, elements of geometric pattern are applied in a complex manner to deliver the festive atmosphere of Chinese New Year whilst giving a luxurious feeling.

“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 Chinese New Year design embodies our vibrant and sharp attitude by taking inspiration from modern Japan,” said Mag Lai, Asahi International Asia’s regional head of brand.

“We’re always looking for meaningful ways to connect with consumers by showcasing our brand identity through never-seen-before ideas. With Chinese 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,” said Loretta Lee, Asahi International Asia’s regional marketing director.

Back in January 2022, Asahi Group renewed Asahi Super Dry for the first time since its launch in 1987. Aside from tweaking the recipe for the beer, Asahi Group also revamped the packaging and communication of the Asahi Super Dry brand. This included a redesign of its logo and design.

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