#Japan #Osaka #Expo 2025 #Heineken 0.0 #Dutch Pavilion

Heineken Japan at Expo 2025: Embracing the Freedom to Drink

Heineken Japan has proudly announced its role as the official sponsor of the Dutch Pavilion at the upcoming Expo 2025 Osaka, showcasing its commitment to promoting a sustainable and inclusive drinking experience. Central to this initiative is the world-renowned non-alcoholic beer, Heineken® 0.0, which will be showcased throughout the event.

Dutch Pavilion Cafe: A Fusion of Cultures

Visitors to the Dutch Pavilion will be treated to a unique experience at the Dutch Pavilion Cafe, where Heineken 0.0 will be served alongside culinary delights that marry Dutch culture with Japanese cuisine. The cafe will feature:

• - Salted Herring with Onions (a traditional Dutch delicacy)
• - Veggie Beef Onigiri with a hearty carrot filling (a creative fusion of traditional flavors)

These dishes offer guests an opportunity to indulge in a culinary journey that reflects the rich flavors of both the Netherlands and Japan while enjoying a refreshing non-alcoholic beer.

Co-Creating a Sustainable Future

The theme of the Dutch Pavilion revolves around creating shared values and fostering a sustainable future, aptly named Common Ground. As a representation of infinite clean energy, the pavilion features a striking sphere titled man made sun that symbolizes hope for future generations.

The historical ties between the Netherlands and Japan date back 425 years to the arrival of the Liefde ship during the Edo period. This rich history, which began at the only foreign trade port, Dejima, has evolved into a new chapter, with connections now extending to Yumeshima in Osaka.

Founded in Amsterdam in 1864, Heineken has thrived on its founder's philosophy: "Sell not just beer, but enjoyable moments." This commitment to quality and innovation has seen Heineken evolve into a brand loved in over 190 countries. During the Expo, guests will be introduced to Heineken 0.0, which made its debut in Japan in October 2023, as an embodiment of modern drinking choices.

Capturing New Drinking Trends

A research study conducted by Heineken in collaboration with Professor Charles Spence from the University of Oxford, involving over 12,000 participants from five countries, revealed fascinating insights about drinking preferences among Generation Z. Over one-third of participants indicated they felt pressure to drink alcohol in social situations. However, the same study also revealed that more than a third of regular non-alcoholic or low-alcohol drinkers would order such beverages even on special occasions, demonstrating a shift in perception. Once considered “uncool” or “boring,” non-alcoholic drinks like Heineken 0.0 are gaining traction as stylish choices in the contemporary drinking landscape.

Launch Details

• - Venue: Dutch Pavilion Cafe at Expo 2025
• - Featured Product: Heineken 0.0 in cans

Tony Wheeler, CEO of Heineken Japan, states, “As a brand originating from the Netherlands, Heineken Japan aims to respect diversity by providing freedom of choice in drinking. The growing demand for non-alcoholic options reflects the need for a sustainable drinking culture. Our message at Expo 2025 will highlight both the freedom to enjoy alcohol and the freedom to abstain.”

About Heineken Japan

Heineken Japan is a wholly-owned subsidiary of Heineken N.V., the most internationally recognized beer manufacturer globally. Established in April 2023, Heineken Japan aims to lead the premium beer segment in Japan by capitalizing on the strength of its parent company’s global brand portfolio. Their commitment is to continuously bring the charm of Heineken to Japanese consumers.

Experience the Flavor

Heineken operates in over 190 countries, offering a diverse portfolio that includes international beers, craft beers, and ciders. In Japan, Heineken Japan aims to deliver the beloved Heineken brand and its delightful offerings to the audience. Join us at the Expo 2025 and embrace the future of drinking choices!

For more information, visit the Heineken Official Website or follow them on social media: X (formerly Twitter) | Instagram.