Instead of the usual PR launch, Asahi Super Dry Nama Jokki returned to Aotearoa with a pop-up experience featuring J-pop beats and DIY ramen.
When Asahi introduced its Super Dry Nama Jokki to Kiwi beer lovers in 2024, it quickly became the brand’s fastest-selling product.
In September, Asahi teamed up with Hearts and Sciences Content to launch “an express trip to Japan,” celebrating the return of its popular self-foaming beer.
Hearts and Sciences Content general manager Cassidy Meredith and Asahi marketing manager Jono Mar share what made this izakaya-style activation one of a kind.
How did you decide on this activation?
Jono Mar: “Our goal was to build hype and awareness around the relaunch of Nama Jokki in New Zealand, bringing to life the brand’s tagline, ‘Enjoy draught beer, anywhere.’
“The activation was designed around the product’s unique selling proposition – a self-foaming draught beer can – while tapping into the cultural energy of modern Japan that sits at the heart of the Asahi Super Dry brand.”
Tell me about designing the pop-up to look like a traditional Japanese izakaya.
Cassidy Meredith:“We wanted to give guests a real sense of being somewhere distinctly Japanese, but with a spirited, modern twist.
“The space played on contrast. From the outside, it appeared as a traditional izakaya, a hidden gem tucked away in Britomart. Step inside, and guests were transported into a vibrant, reimagined konbini [Japan’s iconic convenience stores], filled with neon lights, J-Pop, shelves lined with Japanese snacks and a DIY ramen station.
“The shift from the understated exterior to the energetic interior mirrored the unexpected experience of opening a Nama Jokki can: what looks simple on the outside delivers something surprisingly elevated.
“Every element of the design was intentional, balancing authenticity and the brand’s Japanese heritage with creativity. The setup encouraged exploration and content capture, ensuring the product and the experience lived well beyond the space itself.”
Who was invited to experience it? Were they mainly die-hard Asahi fans?
CM: “We invited a curated mix of media, influencers and Asahi’s key customers. While many were familiar with the brand, this wasn’t designed just for existing fans or beer drinkers, it was about sparking curiosity and conversation.
“The idea was to immerse guests in a brand world that felt both authentically Japanese and distinctly Asahi, creating an experience people wanted to talk about and share.”
JM: “Our goal was for every guest to leave as a brand ambassador – excited to share their experience and the product with their own communities on social media.”
What did the guest experience look like?
CM: “Guests moved through intimate sessions of just 14 people (we ran 12 sessions across three days), giving the activation a real sense of discovery.
“They were greeted by Asahi brand ambassadors and entered as one group through the understated izakaya exterior, before being met with the energy and colour of the konbini interior.
“The experience was hosted by passionate brand ambassadors who brought the Nama Jokki story to life, guiding guests through the product’s innovation and inviting them to share their first ‘self-foam’ moment together.
“That collective experience was a nod to Japanese drinking culture and the idea that the best moments are shared. From there, guests enjoyed self-serve ramen, snacked straight from the shelves and had the chance to ‘shop’ the konbini.”
What were the highlights of the event – anything that surprised you or worked especially well?
CM: “The biggest highlight was seeing guests truly engage with the product.
“There was something universally satisfying about mastering that perfect tap-style foam. It made the product story tangible and memorable.
“The moment of reveal also landed exactly as we hoped. Stepping inside to find a lively konbini behind the hidden izakaya created genuine surprise and delight, often met with audible gasps. The small format gave space for real interaction, allowing brand ambassadors to bring the story and energy to life.
“Another standout touchpoint came right at the close, when guests were handed shopping baskets to ‘shop the shelves’ of the konbini.
“It was a fun, unexpected moment that encouraged exploration and left guests with a sense of ownership. It turned what could have been a traditional PR exit into another moment of discovery – perfectly echoing the product truth: great draught beer, enjoyed anywhere.”
What kind of feedback did you get?
CM: “Feedback was exceptional. Guests loved the sense of discovery and the balance between authenticity and surprise. Many described it as an ‘express trip to Japan,’ saying they felt transported for the hour they were there.
“People were genuinely impressed by how engaging the format was – the interaction, the design, the hands-on beer moment – layered together, it created a memorable brand experience.
“The amount of organic social content that followed was a clear signal that the activation resonated deeply.”
What impact has this activation had on how people see the Asahi brand here?
JM: “The activation drove strong awareness of both the Asahi Super Dry brand and the Nama Jokki official relaunch in New Zealand, particularly across social media.
“It helped establish a deeper connection with Kiwi consumers by celebrating Asahi’s Japanese heritage in a way that felt fresh and locally relevant.”
This story comes from NZ Marketing magazine issue 85, Dec 2025-Feb 2026. Why not subscribe? Get four issues a year for just $50 (including delivery) if you autorenew.
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