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[title]Japan’s number-one beer and the number-one Japanese beer in the UK – known for its signature dry, crisp taste and quick, clean finish – is serving up a discovery trail that takes you on an unexpected journey around the city.
This is the Asahi Super Dry’s Seeker’s Quest: an ultra-immersive trail through the streets of central London where you’ll unearth some of the best in J-culture around the capital before winding up a closing party hosted by events collective Lab54. That’s all while solving puzzles and challenges to unlock access to the quest’s final spot: the ultimate bar visit that you won’t want to miss.
The quest will be running around Soho from June 12-13, with multiple sessions you can join across the two days. There’s also a few different ticket types you can buy, depending on how deep into The Seeker’s Quest you dare to go – but more on that later.
For now: a taster of some of what you can expect from each stop on the quest, from cultural hubs to late-night bars, with mysterious quest guides directing you along the way. We can’t tell you just everything, though – some secrets you’ll just have to discover for yourself...
The Seeker’s Quest
The quest kicks off at Japan House on Shaftsbury Avenue – the food hall combining Japanese dining and shopping – with the mother of all challenges. Afterwards, you'll wind up at a spot in Soho for indulging in ice-cold pints of Asahi Super Dry. Following that, there'll be an escape room-style challenge, a taster of neon-lit Tokyo nightlife and Asian photobooth culture, plus an immersive tunnel that finishes with an intriguing riddle. Then again, we might just be spinning you a yarn. The only way to know for sure is to embark on The Seeker's Quest for yourself!
What we will tell you is that everything culminates in a truly show-stopping final stop. We’ve been sworn to secrecy on the finer details here, but you can expect high-energy sets from surprise DJs as well as free-flowing Asahi Super Dry. And if you fancy something really special, make sure you book a ticket that includes access to each night’s closing party hosted by Lab54.
The ticket types
Immersive experience + final stop
This ticket includes your place on the Seeker’s Quest, plus access to the final stop of the trail (and two free pints of Asahi Super Dry).
£15
Immersive experience + Lab54 after-party
This ticket includes your place on the Seeker’s Quest, plus access to Lab54’s daily after-party, with exclusive live performances (and two free pints of Asahi Super Dry).
£20
Lab54 after-party
Don’t fancy the Quest? This ticket includes a spot at Lab54’s daily after-party, with exclusive live performances (and - free pint of Asahi Super Dry!).
£10
Ready to secure your spot?