Dragon Quest and BOSS Coffee’s new collab to feature exclusive merch
Suntory has announced a new collaboration between its popular line of canned coffee, BOSS, and the legendary role-playing game series, Dragon Quest.
The new partnership will see the launch of a new, collaboration-specific coffee, as well as a complete redesign of the cans for five of the brand’s core products.
Dragon Quest, which first launched in 1986, is one of Japan’s most influential and culturally significant video game franchises.
BOSS Coffee is known for frequent collaborations with anime and game series, including recent collaborations that have seen them release cans themed around Pokémon cards and Uma Musume Pretty Derby.
A new coffee blend, named “BOSS QUEST The Deep Roast You’ve Reached,” will be released.
The can is designed to look like the classic Dragon Quest video game interface, featuring a slime and pixelated text.
The coffee itself was roasted using a “Begirama Roast,” a reference to a powerful fire spell from the games.
In addition to the new blend, five of the main BOSS coffee products will be released in new “DraQue Job Cans.”
This series of 24 different can designs is based on the famous “job” or “vocation” system from the classic game Dragon Quest III, and will feature artwork of jobs/characters like the Hero and the Mage, as well as monsters like Zoma.
Two separate promotional campaigns will be held to support the collaboration.
A mail-in lottery campaign for customers who purchase six-packs of the collaboration cans will offer two different prizes.
The top prize is a “Erdrick/Loto’s BOSS Jacket,” a version of the brand’s iconic “Boss Jean” jacket themed after the legendary hero Loto (also known as Erdrick in English localizations), which comes with a removable cape.
The second prize is a set of three original QUO cards.
A QUO Card is a popular type of prepaid gift card that is widely accepted at thousands of locations across Japan, including most major convenience stores and bookstores.
A second campaign will allow customers to scan a QR code on the individual cans to enter a separate, instant-win style lottery.
The prizes for this campaign include ten different “DraQue Job T-shirts,” each based on a different character class from the games, as well as PayPay digital money points.
The new “BOSS QUEST” coffee and the redesigned “DraQue Job Cans” are scheduled to be released across Japan on Tuesday, the 2nd of September, 2025.
Source: Suntory
Images: © Suntory, Square-Enix
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