朝日超爽啤酒联袂艺术家横山裕一 推出马年新春限量版包装 点燃佳节庆典氛围

Core Viewpoint - Asahi Super Dry, the world's best-selling Japanese beer brand, collaborates with contemporary Japanese artist Yuichi Yokoyama to launch a limited edition packaging for the Lunar New Year, blending traditional and modern elements to celebrate the vibrant spirit of the holiday [1][2][6]. Group 1: Collaboration and Design - This collaboration marks the first partnership between Asahi Super Dry and Yuichi Yokoyama, known for their disruptive creativity, transforming the iconic silver can into a festive artwork inspired by the Year of the Horse [2][4]. - The design features dynamic elements such as fireworks, festive lanterns, and a horse formed by a crowd, all rendered in Yokoyama's signature line art style, creating a lively urban scene [2][4]. - The packaging incorporates sound effects in Japanese katakana, enhancing the celebratory atmosphere with the sounds of horse hooves and cheers from the crowd [2][4]. Group 2: Brand Strategy and Market Position - This is the third consecutive year that Asahi Beer has collaborated with artists to create limited edition Lunar New Year packaging, reinforcing its brand identity as a representative of "Modern Japan" [6]. - Asahi Super Dry aims to engage with Chinese consumers through artistic dialogue, continuously exploring different artistic fields to enhance its unique flavor experience and modern brand essence [6][10]. - The brand emphasizes its commitment to innovation and quality, having launched in 1987 and becoming a global sensation with its crisp and refreshing taste, suitable for food pairing [10][11].