A funding system which donates 1yen from each can of “Asahi Super Dry” purchased. This money will be used to preserve and protect the selected nature sites, environment, and heritages etc, for every prefecture in Japan (47 in total).Special beer cans were designed for the campaign and were sold nationwide at the same time. In addition to this, a campaign using 47 types of newspaper ads ,in-store POPs, and TV spots appealing for the preservation and environmental protection of all 47 prefectures, was launched.

Thanks to the contribution made by consumers, the total donation made in 2009 added up to over 680 million yen（7.4 million USD）, making it the biggest donation funded by an independent brand. The numbers showed that every adult in Japan purchased 7cans.Furthermore, this resulted in starting a new social movement of protecting and contributing to one’s local town, and building a bright future by drinking “Asahi Super Dry”.