Asahi Super Dry rings in the Lunar New Year by launches limited edition Pixel Art packaging design in collaboration with Japanese artist Hermippe [Non-halal | Alcohol]

Harnessing the cutting-edge modern Japanese pixel artform, the collaborative packaging features a stunning pixel dragon and city. Exclusively available in the Asia-Pacific region

Asahi Super Dry’s unique pixel art take on the widely celebrated Lunar New Year festival.

Japan’s number one selling beer brand, Asahi Super Dry, is embracing the joyous spirit of the widely celebrated Lunar New Year and has collaborated with the Japanese pixel artist Hermippe to launch a brand-new Pixel Art edition can. Celebrating the year of Dragon, these exclusive design beer cans are available in the Asia-Pacific region including Hong Kong, Mainland China, Taiwan, and Singapore, and feature a complex artistic illustration of a pixel dragon to inspire and excite people about the festive time and to welcome the new year – opening new vistas of creativity with the quick peak and clean finish Super Dry taste.

This collaboration with Hermippe, an award-winning pixel artist from Japan, demonstrates Asahi Super Dry’s ambition to promote the vibrancy that modern Japan stands for, a place where innovation meets reinvention. Originally associated with Japan’s 1970s videogame culture, Pixel Art has now transcended the confines of gaming and evolved to become a truly modern means of expression that crosses the boundary between real and digital worlds. Deceptively simple, it is an artform that offers almost unlimited artistic potential and represents the same progressive mindset as Asahi Super Dry.

The design features an intricate pixel dragon to celebrate the Chinese New Year 2024.

In line with the brand’s aim to motivate people to look for something beyond the expected, Hermippe’s designs focus on understanding the limitations and searching for new methods in daily life. Asahi Super Dry is unleashing the dragon’s potential and breathing fiery new life into a once predictable festival motif.

The shape-shifting pixel dragon reflects modern Tokyo’s irrepressible and ever-changing nature, which also resonates Asahi Super Dry’s innovative and daring approach. Hermippe’s intricate dragon design uses “mixel”, which is a technique that combines several types of dot sizes to create a complex and figurative illustration. To further showcase this brand ethos of being forward looking, the campaign key visual also depicts a futuristic Tokyo cityscape drawn with crisp lines in a flat composition, reminiscent of traditional Japanese painting and woodblock prints. Additionally, the fusion of vibrant red color along with the iconic silver of Asahi Super Dry used throughout the campaign delivers a festive atmosphere while also elevating the cans to become cherished mementos.

Asahi Super Dry‘s quick peak and clean finish taste takes celebration meals to beyond expected levels.

Pop of vibrant bold red against Asahi Super Dry’s iconic silver, along with the pixel dragon, add to the festive atmosphere.

Japanese Pixel Artist Hermippe says, “I sense a clear connection between Asahi Super Dry and my own art. Due to the nature of Pixel Art, I must create my art with a restricted range of elements, but I constantly hone my techniques to unlock greater potential from every single pixel. 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. My artwork for Lunar New Year was inspired by modern Tokyo and Asahi Super Dry’s proactive philosophy to create such cutting-edge cityscape visual and continue to push forward as an artist each and every day.”

Asahi Beer Asia’s Marketing Director, Ms. Loretta Lee says, “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 modern yet familiar experience to consumers.”

The limited-edition Pixel Art Asahi Super Dry can is available in supermarkets, online and select restaurants across APAC.