Here’s What Went Down at Asahi Super Dry’s “Seek What Is Unique” Event

With its distinctive crisp notes, Asahi Super Dry’s beer has been serving as inspiration in a series of campaigns and creative projects centered on individuality and uniqueness. Its recent event followed up on this renewed focus, inviting London foodies for an immersive dining event.

The one-of-a-kind dinner, named “Seek What Is Unique”, took cues from the brand’s latest campaign film which captured two locals on their hunt for new experiences in Tokyo. Similar to their journey, the event was held in an unsuspecting café in Camden, London, with the entrance way dressed up as a convenience store.

Making their way through a hidden door in the venue, the selected unique seekers – including Nguyen of Gnoch Gnoch, Mam Sham founders Maria Georgiou and Rhiannon Butler, and creator of DuDu Eats Chilli Oil Romany Henry – were welcomed into a bar with neon Asahi lights propped up on caged walls in the style of Japan’s indoor-outdoor Izakaya dining. While waiting for the dinner ahead, they enjoyed a curated selection of cocktails as well as picking up a customized beer bottle cap and matching hat.

Upstairs, the tables were set for a bespoke dining experience with striking red ornaments, bamboo placemats and cozy, low lighting. Taking a break from their kitchens, Mandy Yin of Sambal Shiok Laksa Bar, creative director of Mare Street Market Gizzi Erskine and Chris Restrepo of Kurisu Omakase also joined the other unique seekers for the three-course meal.

The menu itself revolved around the Pufferfish icon from the campaign film, pairing each course with an Asahi beer blend. For starters, agedashi tofu was served up with bamboo shoot yakitori and accompanying glazes, leading onto a main of yellowtail fillets with citrusy ponzu as well as the popular Japanese dish chicken karaage. Having eaten a medley of bold flavors, dessert was designed to cleanse the palette, consisting of a light tonka bean ice-cream with earthy nutmeg.

In true Japanese style, the meal ended with Sanbon-Jime – a ceremonial clapping ritual performed for good luck in the future – and guests later dispersed down to the bar where Jordss played a DJ set of smooth hip-hop.

Take a look back at the Asahi “Seek What Is Unique” dining experience in the gallery above.

To find out more about upcoming Asahi events, be sure to head to its website now.

DISCLAIMER: We discourage irresponsible and/or underage drinking. Drink responsibly and legally.