Asahi Super Dry celebrates Year of the Horse with artist-designed festive can

Asahi Super Dry is celebrating Chinese New Year with a culturally focused campaign across Greater China. The campaign is anchored by a limited-edition festive can designed by Japanese artist Yuichi Yokoyama.  

Reflecting the vitality and forward momentum of the Year of the Horse, the design brings together contemporary Japanese artistry and values deeply rooted in Chinese New Year traditions.  

By collaborating with Havas Hong Kong as Asahi’s local social-led creative partner for the festive promotion, the brand strengthens the campaign’s cultural relevance and resonance across Hong Kong, Mainland China, and Taiwan. 

The campaign, also known as “Energetic start to the Year of the Horse”, reflects the dynamism of the season and encourages consumers across Greater China to embrace vitality and momentum as they welcome the new year.  

With Yokoyama’s avant-garde style, the limited-edition can design embodies movement, vigor, and celebration – perfectly aligned with Asahi Super Dry’s bold and refreshing character. 

Mag Lai, regional head of brand, Asahi Brands, East Asia, said: “Chinese New Year is a moment of connection and vitality, and this collaboration with Havas Hong Kong brings that spirit to life. Yuichi Yokoyama’s design reflects the dynamism of the Year of the Horse, and we are excited to share this limited-edition can with consumers across Greater China.” 

Ricky Lam, CEO of Havas Hong Kong, added: “Collaborating with Asahi Super Dry on a Greater China scale allows us to merge art, culture, and celebration in a way that resonates across diverse audiences. This campaign is about capturing the energy of the New Year and sharing it through a bold, refreshing experience that unites the region.” 

Together, Havas Hong Kong and Asahi Super Dry mark the New Year with a creative partnership that blends art, culture, and celebration, delivering a refreshing experience for audiences across the region. 

Back in October last year, Asahi Super Dry unveiled its first global brand platform, Seek What Is Unique, created by Havas London in collaboration with Havas Creative Network agencies across Australia, Asia and North America.

The campaign marked Havas’ first work for the brand since being appointed global creative agency outside Japan in December 2024. It introduced a unified creative and design platform celebrating Asahi’s distinctive brewing process and its signature Karakuchi taste - the beer’s crisp, dry flavour profile that has helped make it a global icon.

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