Kirin

Seasonal Campaign & Social Content Design

Two large cups of Kirin Frozen Beer with whipped foam, decorated with autumn leaf and beer-themed toppers, along with small bowls of fried snacks and glazed chicken bites, displayed on a yellow box labeled 'Kirin Ichiban Frozen Beer,' on a green surface.

Deliverables:

Key Visuals Design . Photoshoots & Styling . Seasonal Campaign Design For Multiple Platforms (Instagram, Facebook, Youtube)

Kirin, one of Japan’s most iconic beer brands, is renowned for its Ichiban Shibori first-press brewing method, delivering a taste that is pure, smooth, and unmistakably premium. While the brand’s heritage is deeply Japanese, my role was to translate this identity into content that resonated with Hong Kong audiences, balancing authenticity with local cultural relevance.

My Role: Content Art Direction · Social Media Strategy · Visual Localization · Retouching & Layout · Product Shooting

Tools Used: Photoshop · Illustrator · Lightroom

A promotional image for Kirin autumn seasonal beer with Japanese autumn leaves background, a can of beer, and a glass of beer. The can features a yellow label, black and red Japanese characters, and a dragon illustration. The background is filled with red and orange maple leaves, conveying autumn.

To bring the brand closer to local consumers, I created visuals that celebrated seasonal limited-edition can designs, highlighting their unique stories and collectibility. Each campaign blended editorial-style photography with lifestyle imagery, focusing on the joy of beer-sharing moments among friends—bridging the brand’s Japanese sophistication with Hong Kong’s everyday occasions.

Visual Direction & Seasonal Campaigns

Kirin beer can with a glass of beer, hop cones, and green leaves on a beige background with water droplets, green leaves, and a red banner. The text on the can and background is in Japanese and Chinese, with some English, including 'Kirin's Prime Brew', '2017', and 'ALC.5%.'
Yellow background with two beer glasses topped with foam, featuring a dragon illustration. The advertisement is for Kirin Ichiban Garden, a limited-time event from August 3 to September 3, 2017, at Mira Place, promoting Japanese frozen beer and food.

Content Strategy with a Local Voice

I crafted a social media content strategy that celebrated Kirin’s Japanese brewery culture—showcasing the artistry of beer-making, scenic landscapes, and the traditions behind its brewing method. At the same time, I introduced Hong Kong-specific storytelling, weaving in seasonal food pairings and lifestyle moments that reflected how beer naturally fits into the city’s vibrant dining and social culture.

Working with official Japanese brand assets, I retouched and repurposed visuals to fit Hong Kong’s cultural aesthetic while preserving Kirin’s premium consistency. This ensured that every asset felt both globally authentic and locally engaging, strengthening Kirin’s connection to its audience in Hong Kong.

0b91bf07-21dc-4adb-9aaa-25ecd6cfd6d2_rw_1200.png
54bb1db8-2837-467e-8d77-3a4e6e68da18_rw_1200.jpg
71b97264-4b2f-436d-8d1b-176eec391005_rw_1200.png
093cd5ac-0d3f-48bb-ab77-6fa55c60dd9a_rw_1200.png
aaf23c5a-43cc-40cc-968a-b46a869eb95a_rw_1200.png

Results

By localising Kirin’s heritage through strategic storytelling and culturally relevant design, I helped position the brand not only as a premium Japanese import but also as a natural part of Hong Kong’s social fabric, driving interest in seasonal campaigns and everyday enjoyment.