Asahi Super Dry unveils exclusive Pixel Art Edition Can

Asahi Super Dry, Japan’s leading beer brand, is ushering in the Lunar New Year with a unique and visually stunning Pixel Art edition can. Collaborating with acclaimed Japanese pixel artist Hermippe, the limited-edition cans are adorned with a captivating pixel dragon and a futuristic Tokyo cityscape. Exclusively available in the Asia-Pacific region, including Hong Kong, Mainland China, Taiwan, Malaysia and Singapore, these cans aim to infuse the joyous spirit of the Lunar New Year with a touch of modernity.

Renowned for its quick peak and clean finish taste, Asahi Super Dry has consistently set itself apart, and this collaboration with Hermippe underscores the brand’s commitment to innovation and reinvention. Pixel Art, originally rooted in Japan’s 1970s videogame culture, has evolved into a contemporary form of expression that blurs the lines between the real and digital worlds.

Hermippe’s Tokyo Cityscape and Pixel Dragon

Hermippe’s intricate pixel dragon design, created using the “mixel” technique, not only celebrates the Chinese New Year of the Dragon but also symbolizes the irrepressible and ever-changing nature of modern Tokyo. The campaign key visual features a futuristic Tokyo cityscape, drawing inspiration from traditional Japanese painting and woodblock prints, aligning with Asahi Super Dry’s progressive mindset.

Ms. Loretta Lee, Asahi Beer Asia’s Marketing Director, expressed, “At Asahi Super Dry, our unwavering commitment lies in prioritizing our consumers and continuously seeking innovative ways to engage with them. As we embrace the joyous occasion of the Lunar New Year, traditionally cherished for fostering bonds with family and loved ones, we seize this opportunity by evoking a sense of modernity by reimagining the festival through pixel art, bringing a modern yet familiar experience to consumers.”

Japanese Pixel Artist Hermippe shared, “I sense a clear connection between Asahi Super Dry and my own art. Just like Tokyo, which cherishes traditions but never hesitates to innovate, both Asahi Super Dry and I share a strong desire to progress and constantly refine ourselves.”

The limited-edition Pixel Art Asahi Super Dry can is now available in supermarkets, online, and select restaurants across the Asia-Pacific region. As consumers raise a toast with these unique cans, Asahi Super Dry aims to elevate the Lunar New Year celebration to new heights, offering a blend of tradition and modernity in every sip.