Japanese survey reveals clear winner as foreign tourists pick their favorite drink
A new survey has revealed the drinking habits of foreign tourists visiting Japan, and the overwhelming favorite beverage is clear: Japanese beer.
The survey, conducted by the multilingual app developer Payke, found that nearly 90 percent of all international visitors drank beer during their stay in the country.
So, what were their favorite brands? When asked which specific beer they enjoyed the most, two came out on top in a tie for first place.
Top 5 Favorite Beer Brands for Tourists in Japan
- 1. Asahi Super Dry
- 1. Asahi Super Dry Nama Jokki Kan (“Foaming Can”)
- 3. Kirin Ichiban Shibori
- 4. Sapporo Black Label
- 5. Suntory The Premium Malt’s
The report suggests that the consistent quality of the classic Super Dry, combined with the unique and fun experience of the self-foaming “Nama Jokki Kan,” has strongly captured the interest of international visitors.
The survey also revealed key insights into how tourists discover and choose which beers to drink.
When asked where they first learned about a Japanese beer, the most common answer was at a convenience store, highlighting the stores’ role as a crucial “place of encounter” for new brands.
When it came to the deciding factors for a purchase, “Japanese-ness” and “limited editions” were the top two reasons given, ranking significantly higher than price or brand image.
What was the deciding factor in your choice?
- “Being able to feel a sense of ‘Japanese-ness’ or local character” (807 responses)
- “Being a limited or seasonal edition” (606 responses)
- Brand Image (471 responses)
- Price (347 responses)
The survey also identified different trends based on the tourists’ country of origin.
Taiwanese visitors showed a tendency to try a wide variety of different brands, including regional beers like Orion, while South Korean visitors showed a particularly strong preference for the “Asahi Super Dry Nama Jokki Kan,” valuing its unique, experiential nature.
The survey also found that the vast majority of tourists continue to purchase Japanese beer even after returning home, indicating that the products have become a lasting part of their brand experience.
The survey was conducted between the 11th and the 18th of July, 2025, with over 2,000 valid responses from users of the Payke app.
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