Japanese rice lager Asahi Super Dry is bringing a taste of Tokyo’s vibrant nightlife to downtown Toronto with an immersive experience.

The brand has transformed a dry cleaner into a lively nightspot featuring sets by popular Toronto DJs, such as Teesh and Bambii. Inside, guests can also enjoy samples of Asahi Super Dry and Asahi Super Dry 0.0%, along with Japanese street food from Toronto’s restaurant Hanmoto, limited-edition products and gifts.

The Asahi Super Dry Cleaner activation will be open to the public this Thursday to Saturday at 45 Ossington Avenue.

To support the pop-up, the brewery is using earned traditional media, paid ads in media outlets such as Toronto Life and BlogTO, partnerships with influencers and earned social initiatives. It’s also placing billboards around the neighbourhood to attract local audiences and spark community interest.

All campaign elements were handled by Pomp & Circumstance PR.

Asahi Canada head of marketing Katie Wright tells Media in Canada that the initiative seeks to spark excitement in one of Toronto’s cultural hub as consumers look for shareable experiences to kick off the post-summer season.

“This layered approach is designed to build buzz and drive attendance and foot traffic from Torontonians,” says Wright. “The strategy is to deepen awareness of Asahi Super Dry and drive trial through beyond-expected experiences that bring to life the brand’s belief in living a life more interesting.”

Wright notes that the pop-up embodies the brand’s identity as a modern symbol of Japanese craftsmanship and innovative brewing. She says the team aims to elevate Asahi Super Dry beyond a typical beer brand by connecting people with international culture and fostering a sense of community, differentiating it in a crowded market.

“Our target audience is boldly curious and culturally connected, natural trailblazers who thrive on discovery and what’s next,” Wright says, noting that attracting this audience is essential for the brand, as they are the ones who set the cultural pace within Canada’s social scene.

“By reaching them through immersive, unexpected experiences like Super Dry Cleaners, we can drive meaningful trial and begin to build advocacy for Asahi Super Dry and strengthen its relevance among consumers who value curiosity, qualit, and discovery,” she adds.