Asahi Super Dry Champions Unexpected Experiences With “Seek What Is Unique” Event

Spotlighting Asahi Super Dry’s distinct taste and modern Japanese spirit, the brand builds on its “Rugby Like Never Before” campaign from the Women’s Rugby World Cup 2025, with the launch of its latest “Seek What Is Unique” cinematic film.

Unveiled last month, the striking campaign explores the overarching theme of individuality, uniqueness, and seeking new things. Shot in Tokyo, the visuals blend tradition and modernism, showcasing the essence of Japan’s capital — from its night-time neon lights to iconic skyline — rooted in embracing unexpected experiences.

Having partnered with teams like Black Girls Ruck earlier this year, championing grassroots communities has been at the heart of the brand’s ethos. Continuing its involvement in celebrating emerging talent like these, later this month, Asahi Super Dry is bringing the new campaign into the physical space.

Due to take place at a secret London venue, the space will be transformed into a series of immersive scenes taken from the film. The brand is also inviting a range of “Unique Seekers” to the space for a one-of-a-kind sensory journey through “Adventures With A Pufferfish” — a bespoke dining experience with curated beer pairings reflecting the Asahi Super Dry signature tasting notes and distinct flavor profile.

Watch the “Seek What Is Unique” campaign film in the video above and stay tuned on Hypebeast to find out more about what went down at the Asahi Super Dry “Unique Seekers” experience.

For more information on the latest program as well as other activations from the brand, visit the Asahi Super Dry website now.

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