Tokyo Meets Stockholm
What makes a meal truly unforgettable? Is it the broth that has been simmering for hours, the perfectly balanced bowl in front of you, or the drink that ties it all together? It is more than just food on a table — it is a cultural ritual, and when done right, an experience that stays with you long after the last sip.
We brought that spirit to Stockholm. Through restaurants, screens, and streets, we created the conditions for that balance to come alive — and the city showed up. The campaign reached close to 4 million people, turning a bowl of ramen into a brand experience Stockholm could taste for themselves.
Our Goal
To bring Asahi Super Dry's Japanese heritage to life in Stockholm and establish the brand as the natural companion to Tokyo's ramen culture. By connecting that heritage with the craft and tradition behind a great bowl of ramen, the objective was to create a city-wide activation that gave Stockholm a genuine taste of that balance.
Expanding Asahi Super Dry's presence across the city, reaching new audiences, and turning a cultural ritual into a shared brand experience.
Restaurants
Six locations. Four of Stockholm's most popular ramen restaurants, each crafting a signature Tokyo-inspired ramen designed to complement Asahi Super Dry
— a collaboration rooted in a shared belief that great food and the right drink belong together.
A week before the doors opened, Stockholm was already paying attention.
The streets, the screens, and the social feeds all carried the same signal.
Something was coming.
Campaign Website
To bring it all together, a dedicated campaign website was built as the home of Ramen Days. Featuring all participating restaurants, their special Tokyo-inspired menus, and a direct table booking function — everything a guest needed to plan their visit was gathered in one place.
Interactive Engagement
At the heart of the campaign website sat a ramen quiz — ten questions about Tokyo, ramen, and Asahi Super Dry. A perfect score unlocked the chance to win dinner for two or exclusive Asahi merch, turning passive visitors into active brand participants. Simple in concept, but powerful in execution — it gave people a genuine reason to engage and share, driving the campaign well beyond the restaurants themselves.
Short Film Production
To capture the spirit of Ramen Days, a series of short films were produced on location at each participating restaurant. Each film followed the creation of their signature ramen — the craft, the ingredients, and the story behind the bowl.
Alongside the individual restaurant films, an intro film and a collective film featuring all participating restaurants were produced to set the stage for the full activation.
All content was adapted for YouTube and social media in both 16:9 and 9:16 formats, designed to travel far beyond Stockholm and bring the essence of Tokyo's ramen culture to a wider audience.
PR & Influencers
To amplify the activation beyond the restaurants, a carefully selected group of Stockholm influencers were invited to experience Ramen Days firsthand — generating organic stories, posts, and conversations across social media. At the same time, the campaign attracted coverage from some of Sweden's most prominent food and lifestyle publications, including Svenska Dagbladet, ELLE, and Stockholm Food. Together, the press and influencer activation reached over 1.6 million people, extending the spirit of Ramen Days well beyond the streets of Stockholm.
POS & Merch
The experience did not stop at the door. Inside each restaurant, table displays with QR codes directed guests directly to the ramen quiz — seamlessly connecting the physical and digital experience. Exclusive Asahi merchandise, including tote bags and caps, extended the brand beyond the restaurants and out into the streets of Stockholm, turning every guest into a part of the campaign.
Impact
What started as a city-wide activation across Stockholm's most popular ramen restaurants exceeded all expectations — reaching far beyond its original footprint and turning a cultural concept into a city-wide conversation.
Press & influencer reach
Press reach 1.5M Influencer reach 324K
Total campaign results
Unique Reach 3.9M
Impressions 5.9M
Ad Value 2.3M
PR Value 6.4M
