Sapporo has a cool new look for the next few months and is helping out one of our favorite places in LA, Little Tokyo. The oldest beer brand from Japan will give the Little Tokyo Council $15,000 at a fundraiser and light show happening this January. We'll give you details on how to catch it in Little Tokyo as it gets closer.
If you want more details on the "year of the snake" design read below.
Highlights from press release:
ESCONDIDO, Calif. (December 10, 2024) – Sapporo Premium has a new look in celebration of
the Year of the Snake, available in stores through March. Renowned Japanese designer and
tattoo artist, Tokyo Hiro, created the custom snake and peony art in his distinct east-meets-west
style. In celebration of this launch, Sapporo is partnering with Los Angeles’ Little Tokyo
Community Council to spotlight the community’s 140-year-old history with a fundraiser,
neighborhood light show and more.
The Year of the Snake art covers all Sapporo Premium package types, including the brand’s
iconic 22oz. steel can. It features two snakes, one with an open mouth – traditionally used in art
to ward off evil spirits – and one with a closed mouth – traditionally used to keep in good spirits.
The two together are representative of the end and beginning of the new year. Because of its
significance as a lucky number, eight peonies surround the snake. The background is inspired
by a traditional kimono pattern: The Seigaiha pattern symbolizes a peaceful sea, quiet strength
and good fortune. Every detail was carefully curated for a package as artistic as the beer itself.
“Sapporo has given me such an amazing opportunity to show my work and honor Japan,” Tokyo
Hiro said. “East-meets-west has always been my tattoo style and that’s a guiding principle of
Sapporo’s brand too.”
Celebrating its Japanese heritage and first brewmaster’s legacy, Sapporo continues to spotlight
people and places that blend cultures and breakthrough in distinctive ways. Sapporo is
celebrating the launch of its new packaging by partnering with Los Angeles’ Little Tokyo
Community Council, spotlighting neighborhood history and important individuals. Short videos,
rolling out in 2025 at SapporoBeer.com, will document the artistry, activism and pioneering
spirits of some of Little Tokyo’s community members. Alongside a fundraiser and $15,000
donation to the Little Tokyo Community Council, Sapporo will host a celebratory light show
(January 16-19, 2025) designed to draw awareness to the community – declared one of
America’s 11 Most Endangered Historic Places by the National Historic Trust for Preservation.
