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Put your brand at the heart of one of Japan's leading outdoor events.
BELGIAN BEER WEEKEND
Since 2010 · 1.8M+ visitors · Major cities
Since 2010, Belgian Beer Weekend has brought the best of Belgian beer culture to landmark locations across Japan's major metropolitan areas. Over 16 years, more than 1.8 million visitors have joined us.
More than a beer festival, BBW is a carefully curated experience where every detail matters - from the choice of location and venue design to the beer, food, music and communication. It's a premium environment where people come to discover, spend time and enjoy themselves - giving brands the opportunity to become part of the experience, not just advertise around it.
AUDIENCE
An urban audience that comes to discover - and stays to enjoy.
Belgian Beer Weekend brings together a broad adult audience at carefully selected locations in Japan's major metropolitan areas.
Near-even gender split
50.5% / 49.5%
Age profile
A broad adult audience, with its strongest concentration between 20 and 49.
72%
20s–40s
The right cities. The right locations. The right time.
Where and when we hold Belgian Beer Weekend is no coincidence. We carefully select prominent, easily accessible locations in Japan's major metropolitan areas and schedule each event to make the most of the season.
From spring and early summer outdoors to autumn in Kyoto and a premium indoor setting in winter, each location and timing is chosen to create the best possible BBW experience - for visitors and partners alike.
TOKYO
[APRIL]
Hibiya Park
NAGOYA
[APRIL–MAY]
Hisaya-odori Park · Angel Park
YOKOHAMA
[MAY]
Yamashita Park
OSAKA
[MAY]
Nakanoshima Park
SAPPORO
[AUGUST]
Red Brick Government Office
KYOTO
[OCTOBER]
O-higashi-san Hiroba, in front of Higashi Honganji
SHINJUKU, TOKYO
[DECEMBER]
Shinjuku Sumitomo Building, Sankaku Hiroba
And they stay.
BBW isn't an event people simply pass through. Visitors settle in with friends, explore different beers, enjoy the food and music, and spend hours at the venue.
For partners, that means repeated opportunities to engage - not just a passing impression.
WHY BELGIAN BEER WEEKEND?
More than an event.
A marketing platform built over 16 years.
Belgian Beer Weekend was launched in Japan in 2010 with a clear purpose: to introduce Belgian beer and Belgian beer culture to a wider Japanese audience.
That marketing focus has shaped BBW ever since. A strong concept, distinctive branding and consistent communication have allowed us to build a long-running, multi-city platform with its own audience and media ecosystem.
For our partners, that means access to more than event visitors. It means becoming part of a brand and community we engage with throughout the year.
Built as a brand.
Not just an event.
From the beginning, we have treated Belgian Beer Weekend as a brand in its own right.
For more than 16 years, we have consistently invested in creative direction, venue design, communication and the overall visitor experience. While every edition evolves, the BBW identity remains distinctive and instantly recognizable.
That consistency creates a premium environment in which partner brands can be integrated naturally.
More than event days.
An annual marketing cycle.
Belgian Beer Weekend is not a one-off event. We plan, build, promote and execute BBW throughout the year.
From preparations and campaign launches to our multi-city event calendar and continuous audience communication, each edition is part of an annual cycle that runs through to our final event in December - before preparations for the next year begin again.
For partners, this creates opportunities to build visibility and engagement over an extended period, rather than concentrating everything into a few event days.
An owned media ecosystem.
Over the years, we have built our own media ecosystem around Belgian Beer Weekend, allowing us to communicate directly with our audience before, during and after each event.
Social media
X
SIPMAG
Our editorial platform for Belgian beer, food, culture and lifestyle.
For partners, these channels extend the opportunity beyond the physical venue, creating multiple touchpoints throughout the year.
PARTNER WITH BELGIAN BEER WEEKEND
Make the BBW platform work for your brand.
We are not simply looking for sponsors or advertisers. We work with brands to create partnerships that make the most of the Belgian Beer Weekend platform - from product trial and direct engagement to hospitality, visibility and integrated communication.
Every partnership starts with your objectives. Together, we build the right combination of on-site activation, branding and communication.
Sampling (100% reach)
Put your product into every visitor's hands.
Samples can be included in the BBW glass handed to visitors at reception, providing 100% reach without the need for your own distribution staff.
Promotion booth
Create your own space to engage directly with visitors.
A dedicated branded space for product trials, demonstrations, sign-ups, sales or other activations - giving your team the opportunity to interact directly with the BBW audience.
Lounges & hospitality
Create an experience around your brand.
From branded lounges and dedicated visitor spaces to corporate hospitality, we can create environments where guests spend time with your brand as part of their BBW experience.
Large-format visibility
Make your brand part of the event environment.
Our venues offer opportunities for high-impact brand presence, from large-format event branding to prominent digital displays and dedicated installations.
Rather than simply placing a logo, we can work with partners to integrate their brand naturally into the BBW environment.
More ways to partner
Build an integrated presence across the BBW platform.
A partnership doesn't have to fit into a single format. We can combine on-site activation with event branding, our website, BBWalker app, direct mail, social media and editorial content to create a broader communication programme around your objectives.
Product launches, customer acquisition, brand awareness, hospitality, content or something completely new - tell us what you want to achieve and we'll explore how BBW can make it happen.
CONTACT
Let's build something together
Tell us what you want to achieve.
Every partnership starts with a conversation. Tell us a little about your brand, your objectives and what you have in mind - or simply get in touch if you'd like to explore the possibilities.
We'll work with you to find the right way to make Belgian Beer Weekend work for your brand.
- ✓A trusted brand built since 2010
- ✓Premium locations across Japan
- ✓An established owned media ecosystem