Japanese beer brand Asahi Super Dry has chosen the popular K-pop girl group BLACKPINK as its new ambassadors. The announcement comes as part of Asahi’s first unified marketing campaign across East Asia.
The campaign, titled “BLACKPINK in your Dry,” is a playful twist on the group’s famous phrase “BLACKPINK in your area.” It will run in Japan, South Korea, Mainland China, Hong Kong, Taiwan, and Mongolia.
Wakana Noma, head of beer marketing at Asahi Breweries, said the partnership is a “bold step forward” for the brand’s strategy in Asia. While Europe remains Asahi’s biggest market outside Japan, accounting for 27% of sales in 2024, China and other East Asian markets are rapidly growing.
The campaign will include limited-edition Super Dry products featuring exclusive BLACKPINK designs. Fans will also have opportunities to win branded merchandise such as Asahi Super Dry x BLACKPINK ice-cold tumblers. Large-scale promotions and billboards will appear in major cities throughout the region.
Noma added, “BLACKPINK represents the energy, edge, and global influence that aligns perfectly with our vision for the future.”
BLACKPINK has achieved global success, with over 13 billion streams on Spotify as of August 2024 and 58 million Instagram followers. Their hits like How You Like That, Kill This Love, and Pink Venom have been featured on millions of user playlists worldwide.
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