Ramen Days
Ramen is more than a meal. Rooted in Japanese culture, it brings together craft, flavour and tradition in an experience that extends beyond the bowl itself.
For 14 days, Ramen Days brought the spirit of Tokyo to Stockholm with a simple message for the end of Sweden’s long, dark winter: reconnect with friends and loved ones over a warm bowl of ramen.
A shared moment built around food, culture, good company, and Asahi Super Dry.
Our Goal
To bring Asahi Super Dry’s Japanese heritage to life in Stockholm and establish the brand as a natural companion to ramen culture.
By connecting Asahi with the craft and tradition behind a great bowl of ramen, the objective was to create a city-wide activation powered by restaurants, influencers, and food lovers joining forces to communicate Ramen Days through their own channels and communities. This collective momentum extended the campaign’s reach, expanded Asahi’s presence across Stockholm, and created a strong foundation for earned coverage across press and media, turning a cultural ritual into a shared brand experience.
Restaurants
Six locations. Four of Stockholm’s leading ramen restaurants — Enkai, Kapibara, Sin Ramen and Take Ramen — came together for Ramen Days, with Kapibara and Sin activating across two locations each. Each restaurant created an entirely new recipe, inspired by Tokyo ramen culture and designed to pair with Asahi Super Dry, bringing their own expression of craft, flavour and Japanese food culture to Ramen Days.
A week before Ramen Days began, the campaign was already taking over Stockholm. Across the streets with posters, on digital screens and throughout social media with short films and content created by influencers and food lovers, the message was clear: Ramen Days was coming.
Short Film & Photo Production
To capture the spirit of Ramen Days and Tokyo, we produced a series of short films and photography on location at each participating restaurant, documenting the creation of their signature ramen — from ingredients and craft to the unique atmosphere of each restaurant.
A full-length campaign film was created for Asahi’s channels, alongside dedicated edits featuring unique content from each participating restaurant for their own channels. The films were produced in 16:9 and 9:16 formats for a YouTube and social media campaign launched 14 days ahead of Ramen Days, building awareness and driving traffic to the campaign website.
The photography formed the visual identity across the campaign website, press and PR materials, social media, and in-restaurant POS.
Enkai
Sin Ramen
Kapibara
Take
Campaign Website
To bring it all together, a dedicated campaign website became the digital home of Ramen Days. Visitors could discover the participating restaurants and their exclusive Tokyo-inspired ramen, book a table directly, and invite friends to join the experience for a chance to win a dinner for two. An interactive quiz added another layer of engagement, giving visitors the opportunity to win exclusive Asahi merchandise and extending the campaign beyond the restaurants.
Interactive Engagement
At the heart of the campaign website was an interactive ramen quiz featuring ten questions about Tokyo, ramen culture and Asahi Super Dry. A perfect score gave participants the chance to win exclusive Asahi merchandise, turning visitors into active participants in the campaign.
The quiz connected the digital and physical experience through the campaign website and Ramen Days menus, which also served as table talkers at each restaurant, encouraging guests to engage with the campaign during their visit and extending the experience beyond the meal itself.
Posters
The experience extended beyond the restaurants and digital platforms into the streets of Stockholm. A city-wide poster campaign transformed key locations across the city into communication points, using QR codes to connect street-level visibility directly with the Ramen Days campaign site and drive audiences from physical to digital engagement.
Ramen Days Menus
Each participating restaurant received a custom Ramen Days menu featuring its own signature ramen, bringing the campaign directly to the table. Designed as both a menu and an engagement point, each version included a QR code connecting guests to the campaign website and an interactive quiz, extending the Ramen Days experience from the restaurant into digital engagement.
Exclusive Merch
Exclusive Asahi merchandise was created as part of the Ramen Days experience, including limited-edition caps and tote bags. The pieces became prizes for the interactive Ramen Days quiz, rewarding participants with a perfect score while extending the lifespan of the campaign and turning guests into lasting Asahi lovers beyond the Ramen Days experience.
PR & Influencers
In collaboration with Kitchen PR, five food influencers were invited to experience Ramen Days ahead of the public launch. During the week leading up to the activation, they toured all participating restaurants, becoming the first to try each exclusive Ramen Days menu and creating content across every location to build anticipation and maximise reach before the campaign began.
Press received dedicated campaign materials, imagery and information, generating earned coverage across Svenska Dagbladet, ELLE, Livets Goda, Fooddayme, STHLMFOOD and Lagerlings. Together, influencer content and earned media extended the campaign to an estimated audience of more than 1.65 million people across social media and press.
Impact
What began as a 14-day activation across Stockholm’s leading ramen restaurants grew into a city-wide cultural moment, bringing together food, Japanese culture, and Asahi Super Dry. Through restaurants, influencers, press, social media, and street-level visibility, Ramen Days reached far beyond the participating locations and exceeded expectations across every campaign touchpoint.
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
