Trends in Japan - CScout Japan Blog » Asahi beer can celebrates Tokyo Sky Tree

Asahi beer can celebrates Tokyo Sky Tree

Written by: Rebecca Milner on June 20, 2008 at 3:44 pm | In Fashion & Lifestyle Trends, Marketing & Ad Trends |

Following the announcement from Tobu Railways that the name of the new Tokyo Tower would be the Tokyo Sky Tree, Asahi Beer released plans for a limited edition Asahi Super Dry can featuring the tower and an image of the future skyline.

This actually makes sense considering that Asahi headquarters (also housed in a designer building with controversial appeal, Philippe Starck’s Flamme d’Or known colloquially as the golden turd) are located in Sumida Ward, the location of the new tower.

While many Tokyoites feel a strong attachment to the original iconic 50 year old Tokyo Tower, it seems that Asahi is banking on the public warming up to the new, far more sexy one. Construction of the digital broadcast tower, initiated by NHK and five other broadcasting companies and built on Tobu railway land, began this year and is scheduled to be completed in 2011.

When finished, the 610.58 meter (2,003 ft) Tokyo Sky Tree will be the tallest structure in the city and include offices, shops, and restaurants, plus two observation decks. Asahi, however, works a little faster, the Super Dry Sky Tree can, will be available in the Tokyo area for a limited time from July 23rd.