Latest campaign news brought to you by 
Asahi Super Dry Nama Jokki returns to NZ for good
Asahi has partnered with Hearts & Science to mark the return of Asahi Super Dry Nama Jokki.
Together, they designed an intimate experience that brought the spirit of Japan’s convenience culture to life in the heart of Auckland’s Britomart.
For three days only, a select group of guests were invited to a pop-up that looked like a traditional Japanese izakaya (bar/pub).
Once inside, the space opened up into a vibrant, reimagined konbini (Japanese convenience store): shelves lined with Japanese snacks and quirky convenience-store finds, bright neon lights, J-Pop beats, DIY ramen, and of course, plenty of Nama Jokki.
High-impact moment
With just 14 guests per session, the format created space for immersion and a deeper connection with the product’s unique, draught beer ritual.
Nama Jokki, meaning ‘fresh beer mug,’ delivers a premium draught-style pour complete with the signature foam – straight from the can.
“Nama Jokki is all about enjoying draught beer anywhere, with the ease and fun of a self-foaming can,” says Cassidy Meredith, Hearts & Science’s general manager, content.
“The konbini concept was a playful way to showcase that convenience while surprising guests with an experience that felt distinctly Japanese and distinctly Asahi.”
The result was an intimate, high-impact brand moment that reinforced Asahi’s reputation for innovation in a category not often known for it, Meredith adds.
A taste Kiwis love
In 2024, Nama Jokki became Asahi’s fastest-selling product launch in New Zealand, with around 32,000 six-packs ordered within two months.
“Nama Jokki isn’t like anything else in the New Zealand market. This is true innovation, that provides beer drinkers a genuinely unique experience,” says Jono Mar, marketing manager at Asahi Beverages NZ.
“When the can lid is ripped off, a silky foam similar to tap beer forms perfectly to lock in the freshness and taste, and suddenly you’re drinking a draught-quality Asahi Super Dry. Last year’s sell-out showed just how much Kiwi beer lovers enjoy this kind of taste experience.”
