Asahi Super Dry, Japan’s best-selling beer, has teamed up with the band members of K-Pop’s top girl group BLACKPINK for a major six-country, East Asian marketing campaign.
South Korean K-Pop group BLɅϽKPIИK (BLACKPINK) and its band members have been unveiled as official ambassadors for Japanese beer brand Asahi Super Dry. With about 40 billion streams and 20 million records sold worldwide, BLACKPINK is one of the best-selling girl groups of all time. The campaign, dubbed ‘BLACKPINK in Your Dry’, is not only the first time that the Japanese brewer has launched a unified campaign across six East Asian markets, but also the first time a beer brand has enlisted all four members of BLACKPINK together for marketing purposes.
Rolling out throughout July 2025, the campaign will span Japan, South Korea, mainland China, Hong Kong, Taiwan, and Mongolia. It will feature striking billboard activations in major city hubs, with limited-edition cans showcasing city-specific BLACKPINK designs; and exclusive giveaways such as the Asahi x BLACKPINK ice cold beer tumbler.
The campaign claims it is using vibrant visuals and promotional imagery to emphasise the band’s sleek tones and its confident posture. Band members Lisa, Jisoo, Jennie, and Rosé are shown striking dynamic poses whilst holding cans of Asahi Super Dry.
Asahi Group has said that this partnership will be their “largest-ever unified promotional campaign” across East Asia, highlighting how BLACKPINK’s global influence aligns with Asahi’s aspiration to appeal to younger, experience-driven, gender-inclusive consumers. Wakana Noma, head of beer marketing at Asahi, commented that BLACKPINK’s “energy, edge, and global influence align perfectly with our vision for the future”.
While some fans of the group have claimed that the images in adverts have been shot separately and then edited together, the recently activated campaign has already sparked a flood of social posts, generally praising the bold visuals and the fresh crossover between K pop and beverage branding.
Moreover, with BLACKPINK gearing up for their new world tour, the collaboration is timely. Targeted promotional events, merchandise drops, and pop-up experiences tied to the tour are expected to amplify the buzz as “in-your-area” real-world activations are rolled out.
