In October of 1994, a new planned city was built on the former grounds of the Yebisu plant. The resulting city was dubbed “Yebisu Garden Place.” This implied a fusion of a “garden city” and a “marketplace.” The city is 83,000 square meters in total area, and is noted for having 60% devoted to open spaces. This rich environment is the perfect way to spend a rewarding time in the city. For us, engaging in urban development was an opportunity to break away from the “monoculture” of being dependent on a single business and evolving into a multi-pronged business.

The “Yebisu served here” campaign was launched in 1994. The posters were designed to be as simple as possible while still conveying the refined and luxurious worldview of Yebisu in a modern yet Japanese sensibility. The music used in television commercials was the theme song to the film The Third Man. This familiar tune has become synonymous with Yebisu.