Japanese beer brand, Asahi Super Dry, announces today the appointment of world-renowned K-Pop sensation, BLACKPINK, as its Super Dry Brand Ambassador. This landmark partnership is strategically launching across five key markets in East Asia and represents the first occasion in which all members of BLACKPINK have been appointed as ambassadors for a beer brand. Spanning Japan, South Korea, Mainland China, Hong Kong, Taiwan and Mongolia, this appointment will play a key role in strengthening brand positioning, expanding brand awareness, and generating excitement.
Under the campaign slogan “BLACKPINK in your dry,” Asahi Super Dry and BLACKPINK join forces to highlight the beer’s iconic crisp and refreshing taste profile while paying homage to the group’s iconic phrase. Known for their trailblazing performances and electrifying global presence, BLACKPINK perfectly embodies the brand’s spirit — one that dares to go beyond the expected. Through this partnership, the artist’s dynamic personalities and fearless creativity, which have captivated fans worldwide, will infuse the brand with fresh, powerful energy, and propel the brand further on its journey of boldness and innovation.
“This partnership marks a bold step forward in the Asahi Super Dry brand strategy across Asia. BLACKPINK represents the energy, edge, and global influence that aligns perfectly with our vision for the future. Together, we’ll deliver campaigns that not only capture attention but also connect deeply with our consumers’ evolving lifestyles and passions,” says Ms. Wakana Noma, Head of Beer Marketing Department, ASAHI BREWERIES, LTD.
Activations Across East Asia: Limited Edition Products and Giveaways
Starting in July, the campaign will come to life with unique market-specific activations. Limited edition Super Dry products showcasing original BLACKPINK designs and promotional initiatives will be launched across the region, giving consumers the chance to win branded merchandise, such as an exclusive Asahi Super Dry x BLACKPINK Original Ice-Cold Tumbler. Large-scale promotions and billboards in major cities will amplify the brand message across all touchpoints.
Stay tuned for a series of exclusive experiences. The limited-edition products will be available in September across East Asia markets. For more information about the collaboration, please visit Instagram (@asahisuperdry_hk / @asahisuperdry_tw) or Facebook (Asahi Hong Kong / Asahi Beer Taiwan).
