Asahi Breweries Ltd., a subsidiary of Asahi Group Holdings, has unveiled its first large-scale, unified promotional campaign across East Asia, appointing global music icons BLACKPINK as the new brand ambassadors for Asahi Super Dry.

The campaign will span six key markets—Japan, China, South Korea, Taiwan, Hong Kong, and Mongolia—as part of Asahi’s strategic push to leverage BLACKPINK’s global influence and enhance brand recognition across the region.

Developed in collaboration with local subsidiaries, the campaign will feature BLACKPINK across various promotional materials in what is Asahi’s most expansive regional marketing effort to date. Launching in July, the rollout will include limited-edition Asahi Super Dry cans with exclusive designs, promotional giveaways, and widespread advertising initiatives.

This initiative marks a first for Asahi Super Dry in executing a synchronized East Asian campaign and also represents BLACKPINK’s debut as ambassadors for a beer brand.