Sapporo celebrates 150 years through Japanese craftsmanship and culture

Sapporo Premium Beer is marking its 150th anniversary with a series of manga-inspired experiences and limited-edition products in Malaysia, bringing its Japanese brewing heritage and craftsmanship to consumers across the Klang Valley and Peninsular Malaysia.

The anniversary campaign, introduced by Carlsberg Malaysia, commemorates Sapporo’s brewing legacy dating back to 1876, when Seibei Nakagawa established the foundations of what would become Japan’s iconic first beer.

A key feature of the celebration is a limited-edition can collection created in collaboration with Japanese manga artist Hiroki Ishizawa. The artwork depicts Nakagawa and draws on themes of adventure, resilience, precision and craftsmanship, translating Sapporo’s 150-year history into a contemporary manga-inspired design.

Consumers can also explore the brand’s anniversary story through a dedicated digital manga experience, which takes them through key elements of Sapporo’s heritage and brewing journey.

Manga-inspired experiences bring heritage to life

The campaign extends beyond packaging through interactive experiences designed to connect Japanese craftsmanship with contemporary Malaysian lifestyles.

Through Sapporo’s website, consumers can upload a photograph and have themselves reimagined as a manga character inspired by Japanese illustration styles. The first 1,500 participants will receive a personalised manga lanyard, while a RM10 Shopee e-voucher will be offered after the lanyard allocation has been fully redeemed.

Stefano Clini, managing director of Carlsberg Malaysia, said Malaysian consumers were increasingly interested in premium brands offering more than product quality.

“In Malaysia, consumers are increasingly drawn to premium brands that offer more than quality alone — brands with a strong identity, authentic story and experiences that feel meaningful,” he said.

Clini said the limited-edition Sapporo products helped bring the brand’s heritage to life while strengthening its relevance among discerning beer consumers.

The campaign has already travelled across the Klang Valley, with activations held at Plaza Arkadia in Desa ParkCity from July 24 to 26 and Pavilion Bukit Jalil from July 31 to August 2.

Klang Valley activations highlight Japanese craft

The celebration continues at ING Live Kuala Lumpur, where visitors can explore manga-inspired installations, use an augmented reality photobooth and participate in interactive activities themed around Japanese brewing craftsmanship.

Among the attractions are the Samurai Slash Challenge and a “Perfect Pour” beer-tapping experience, combining entertainment with themes of speed, precision and skill.

The top Sapporo spender at ING Live Kuala Lumpur will also stand a chance to win a RM30,000 trip for two to Sapporo, Japan, the city where the brand originated.

Selected super-hypermarkets across Peninsular Malaysia are also participating, offering Samurai Slash Challenges and personalised manga lanyards with qualifying Sapporo purchases, while stocks last.

A limited-edition 150th Anniversary promotional pack is additionally available for a limited period. It contains eight anniversary cans and an exclusive glass inspired by Mount Yotei in Hokkaido, associated with the birthplace of Sapporo Premium Beer.

The campaign is open to non-Muslims aged 21 and above, with consumers reminded to enjoy alcoholic beverages responsibly and not drive after drinking.