Asahi Super Dry taps Ryusei Yokohama for renewed Dry Crystal rollout

Japanese beer brand Asahi Super Dry has tapped Japanese actor Ryusei Yokohama to introduce its zero sugar version of Dry Crystal in Hong Kong and Chinese Mainland and low sugar version in Taiwan.

Inspired by the Japanese philosophy of living a full and active life, Dry Crystal offers less sugar than Asahi Super Dry beer, while delivering the same iconic Super Dry taste.

Now available in Chinese Mainland, Hong Kong, and Taiwan markets, the renewed Dry Crystal represents Asahi Super Dry’s continued commitment to providing consumers with carefully crafted and mindful drinking options without compromising on taste.

Two years after its debut, this lighter innovation in beer is set to redefine mindful indulgence with enhanced functional benefits. The upgraded Dry Crystal maintains the standards of the iconic Super Dry taste while matching the modern consumer’s desire for a more balanced and mindful lifestyle.

This represents Asahi Super Dry’s unwavering commitment to anticipating and exceeding consumer expectations, proving that superior taste and active lifestyle are not mutually exclusive, but perfectly harmonious.

To lead this regional movement, Asahi has appointed Yokohama as brand ambassador. Known for his roles in Shōtai (2024) and Kokuhō (2025), this partnership marks Yokohama’s first-ever collaboration with an alcohol brand.

In the newest promotional video for the new Dry Crystal, values of balance, intentional choice, and living without compromise are portrayed through Yokohama himself, naturally overlapping with Dry Crystal’s promise. The campaign showcases his dynamic daily rhythm, from intense training sessions to creative work on set.

In each scene, Dry Crystal becomes Yokohama’s natural choice. Its lighter formulation delivers the authentic Asahi Super Dry taste while supporting peak performance, resonating with the growing new moderation movement that values choice and balance.

The campaign reflects that Hong Kong and Taiwan are key markets for Dry Crystal and the video is produced specifically for these audiences, rather than adapting to a global notion. Japan is a strategic choice for shooting the film, as it allows for conveying the connection to the Asahi brand, which very closely resonates with consumers in the two markets.

By creating a compelling narrative for Hong Kong and Taiwan audiences, Asahi Super Dry signals a deeper market commitment, sharper cultural relevance, and greater media flexibility. The new Dry Crystal is available in supermarkets, online and select restaurants across Chinese Mainland, Hong Kong and Taiwan.

MARKETING-INTERACTIVE has reached out to Asahi Super Dry for more information.

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