Asahi Super Dry Unveils Lunar New Year-Inspired Limited-Edition Packaging

Asahi Super Dry, the renowned Japanese beer brand, is kicking off the Lunar New Year celebrations with a unique and artistic twist. Partnering with the Japanese art project Teradamokei, Asahi has launched a limited-edition model kit packaging that draws inspiration from the traditional and festive elements of the Lunar New Year. This collaboration offers beer lovers a chance to experience not just the crisp taste of Asahi Super Dry, but also a visual celebration of the holiday’s rich traditions.

A Fusion of Art and Tradition

Teradamokei, founded in 2011 by Naoki Yerada and Fukunaga Printing, is famous for its detailed small paper model kits used in architectural models and dioramas. Their signature 1:100 scale model kits serve as the core inspiration behind this special edition packaging. Each piece of packaging and can design captures social scenes from the Lunar New Year, showcasing a vibrant mix of tradition and modernity.

The artwork on the cans is an intricate depiction of the Lunar New Year celebration, with various elements symbolizing togetherness, family, and community. The design cleverly integrates the essence of the festival—whether it’s the food, decorations, or family gatherings—into a small-scale diorama, reflecting both festive customs and the joyous spirit of the occasion.

Paying Tribute to Asahi’s Ingredients

In addition to its festive designs, the packaging also highlights key elements of Asahi Super Dry’s signature brew. The barley and hops—critical ingredients in the beer—are represented in yellow, paying homage to the core components that define Asahi Super Dry’s distinct, refreshing taste.

The design cleverly incorporates speech bubbles to symbolize the connections people make with their loved ones, whether online or offline, during the festive season. These speech bubbles echo the social aspect of the Lunar New Year, where conversations, wishes, and reunions take center stage.

The festive red hues, a classic symbol of prosperity and good fortune during Lunar New Year celebrations, blend seamlessly with the sleek, modern silver tones of the Asahi Super Dry brand. This balance between tradition and contemporary flair results in a truly eye-catching and meaningful design.

Where to Find the Limited-Edition Packaging

This exclusive Lunar New Year packaging is available for a limited time in supermarkets, online, and select restaurants across the Asia-Pacific region. Beer enthusiasts in Hong Kong, Mainland China, Taiwan, Thailand, Singapore, and for the very first time, Vietnam, can find these uniquely designed cans and packaging on shelves and menus. So, whether you’re celebrating the New Year with family or sharing a cold one with friends, Asahi Super Dry's special edition cans offer the perfect way to ring in the festivities.

A Perfect Blend of Culture, Craft, and Celebration

Asahi Super Dry’s collaboration with Teradamokei brings together the brand’s iconic beer with the timeless spirit of the Lunar New Year. The limited-edition packaging not only honors the traditions of this festive season but also showcases the importance of connections, family, and the joy of sharing a drink with loved ones. Whether you're a collector of unique designs or simply a fan of Asahi Super Dry, this limited edition is a must-have for those looking to celebrate the Lunar New Year in style.

Don’t miss out—grab your cans before they’re gone and enjoy the festive season with Asahi Super Dry’s artistic tribute to the Lunar New Year!