Kirin Brewery SEA HQ is now in Malaysia 

Japan’s iconic Kirin Brewery is making Malaysia its Southeast Asian command centre, signalling an ambitious push to win over a region where demand for quality alcoholic beverages continues to climb.

The new Kuala Lumpur hub, set to open next month, gives Kirin the agility to spot local trends and launch products and campaigns faster than ever, a key advantage as global beer consumption stagnates.

Kirin aims to nearly double its overseas revenue to 100 billion yen (about 670 million US dollars) by 2035, lifting international sales from 7 percent of its mix today to 20 percent.

“Our new HQ is designed for speed,” said president and CEO Hideki Horiguchi. “From gathering local insights to green-lighting marketing ideas, decisions will be made on the ground, not in Tokyo.”

The brand already enjoys strong recognition in the region with Ichiban beer and Fuji whisky. Next on the radar is Hyoketsu, a ready-to-drink cocktail perfectly suited to Southeast Asia’s booming RTD trend.

Beyond exports, Kirin plans to develop market-specific products and is considering local research and development facilities to tailor flavours to diverse palates, from Bangkok nightlife to Kuala Lumpur’s premium bars, while preserving the craftsmanship and quality associated with Japanese beverages.

The group once held a majority stake in Myanmar Brewery, but exited in 2022 after international pressure over the country’s human rights situation.

That experience underscores the company’s willingness to pivot quickly and focus on markets where growth aligns with its values and long-term strategy.

It’s a bold play in a region forecast to grow alcohol demand by 2.5 percent annually through 2029, even as global consumption edges down.

With competitors like Singha and Tiger entrenched, Kirin is positioning its broad portfolio, swift decision-making and precision marketing as the key differentiators for Southeast Asia’s next chapter in premium drinks.