Popular actor Ryo Yoshizawa is fired from Asahi’s low alcohol beer campaign after drunken break-in

The popular Japanese actor Ryo Yoshizawa has been fired by Asahi Breweries from his role in an upcoming advertisement for low-alcohol beer after he was caught breaking into his neighbour’s home in a state of alcoholic intoxication. Yoshizawa, who was once described by one fashion magazine as possessing “national treasure-class handsomeness”, had been booked to appear in a commercial for Asahi’s 3.5% Super Dry Crystal beer.

The termination follows revelations that the 30-year-old star, one of Japan’s most popular actors, had returned home on 30 December in a drunken state, and mistakenly made his way into an apartment room next to his. “I’ve lost my memories. I think I just went in without asking, because I wanted to use the bathroom,” Yoshizawa has been quoted as telling police after the event, according to local media.

“As an alcohol beverage company, we consider his actions unacceptable,” said Asahi Group Holdings spokesperson, Shiori Shimizu, at a press briefing with AFP. “We have decided to terminate our contract . . . and we will no longer use him in our future advertisements”. Yoshizawa has apologised to his surprised neighbour for the trouble and inconvenience caused, said his management agency, Amuse, in a statement.

Drinking of traditional mass market beers has been declining in Japan, but low-percentage and alcohol-free beverages have grown in popularity, especially among younger people, and Asahi is keen to take advantage of the trend. Asahi Group Holdings president and group CEO Atsushi Katsuki indicated in 2024 that No- and low-alcohol beverages will generate as much as 50% of Asahi’s beverage sales by 2040.