Asahi brings modern Japan culture to Auckland in new Nama Jokki pop-up via Hearts & Science

For three days only, a select group of guests were invited behind closed doors to experience a space transformed to reflect the spirit of modern Japan, a setting designed for discovery, storytelling, and content hard to find elsewhere.

The activation marked the return of the Asahi Super Dry Nama Jokki — the sell-out self-foaming can that delivers a tap-quality pour, anywhere. To celebrate, Asahi partnered with the creative minds at Hearts & Science to design an intimate experience that brought the spirit of Japan’s convenience culture to life, in the middle of Auckland’s Britomart.

From the outside, the pop-up appeared to be a traditional Japanese izakaya. But step inside and the space opened into a vibrant, reimagined konbini: 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.

With just 14 guests per session, the format created space for immersion, storytelling and discovery — and a deeper connection with the product’s unique, draught beer ritual.

“Nama Jokki is all about enjoying draught beer anywhere, with the ease and fun of a self-foaming can,” says Cassidy Meredith, General Manager (Content), Hearts & Science.

“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.

After selling out in record time last year, the Asahi Super Dry Nama Jokki is back in New Zealand for good. Already a cult sensation in Japan, the Nama Jokki (meaning “fresh beer mug”) delivers a premium draught-style pour, complete with the signature foam, straight from the can.

In 2024, the innovation became Asahi’s fastest-selling product launch in New Zealand, with ~32,000 six-packs ordered within just two months of release.

“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.”