The Japanese brewer opens a new regional headquarters in Kuala Lumpur to support a major growth initiative in the Southeast Asian market.
Japan’s Kirin Brewery has officially established its Southeast Asia regional headquarters in Malaysia, signalling a major shift in strategy as it seeks to reduce reliance on its domestic market and target nearly doubling its overseas sales by 2035, according to the company. The new operation, Kirin Brewery Southeast Asia Sdn Bhd (KBSEA), began formal operations on 1 October 2025, following its spin-off from Kirin Holdings’ Singapore-based regional alcoholic beverages arm.
The decision to locate the regional hub in Kuala Lumpur underscores Kirin’s ambition to capitalise on rising consumer demand in Southeast Asia as beer consumption shrinks in Japan, China and North America. Under this strategy, Kirin aims to lift its overseas revenue contribution from 7% in 2024 to 20% by 2035, targeting sales of JPY100 billion (US$670 million).
Hideki Horiguchi, President and Chief Executive Officer of Kirin Brewery, emphasises that the new regional headquarters will facilitate faster access to local consumer insights, enabling the company to make prompt decisions on product launches and tailored marketing initiatives. KBSEA will lead marketing strategies, brand development and quality control across Southeast Asia, while forging partnerships with local distributors to deepen the company’s presence in the region.
According to Kirin, demand for alcoholic beverages (excluding China) in Asia is still projected to grow at a compound annual rate of 2.5% between 2010 and 2029, whereas global demand is forecast to decline by 0.1% annually over the same period. To take advantage of this growing demand, Kirin plans to expand its product range in Southeast Asia, including possibly introducing its ready-to-drink cocktail Hyoketsu, in addition to its existing Ichiban beer and Fuji whisky offerings
The Southeast Asian market is highly competitive already, however, featuring established local brands such as Thailand’s Singha Beer and Singapore’s Tiger Beer. Despite this, Kirin believes that its advantage lies in its product diversity, rigorous Japanese quality controls and ability to respond rapidly to market trends.
Until now, Kirin has exported beer and spirits to Southeast Asia from facilities in Japan and China. The new entity will take over these export flows but also promote original equipment manufacturing (OEM) capabilities closer to regional consumers, thereby improving cost efficiency and responsiveness to local tastes.
The move is part of Kirin’s regional expansion plan outlined in its Kirin Group Vision 2027, a long-term management plan that targets sustainable growth and increasing the role of overseas markets in its overall strategy.
