YEBISU BREWERY TOKYO is holding an event titled “Exploring Yebisu Through Bijin-ga,” (美人画で巡るヱビス) celebrating the collaboration between Hirohiko Araki and Yebisu Beer, from today, February 13, until May 31, 2025.
“Bijin-ga” is a term used for portraits of beautiful women in Japanese art. Yebisu Beer has a history of advertising their products with bijin-ga since the early 1900s. Announced last month, Hirohiko Araki, the creator of JoJo’s Bizarre Adventure, was invited to collaborate with them. He drew artwork of two women and the Japanese god of fishermen and luck, Ebisu. The art is displayed on Yebisu’s beer cans and other various merchandise.
Araki named the original beer “The Inheritor,” created with the theme of inherited will and blood ties in relation to Araki’s work.
Hirohiko Araki x Yebisu Beer Commemorative Interview
Araki: I’m manga artist Hirohiko Araki.
How did you feel when you received the offer for this collaboration?
Araki: I had a vague memory of seeing Yebisu Beer on posters when I was a child, so I felt honored that my artwork would be part of something like that. Also, I had never drawn a bijin-ga (portraits of beautiful women) before, so I took on the job while reflecting on what “beauty” truly means.
What themes or messages did you incorporate into the artworks?
Araki: Well, I imagined people drinking beer while looking at my artworks. That’s why I wanted to depict women who seemed to be outside rather than indoors. More than an indoor setting, I focused on a seasonal atmosphere and the kind of situation where one might drink. A place where they would feel relaxed, or where they could unwind.
If I had incorporated a background, it might have caused some issues when printed on the can, making the design feel cluttered. So, since there was a specific request for women in a kimono, I decided to turn the kimono’s pattern into the landscape itself. I essentially reversed the concept by embedding the scenery within the costume.
As for the “beautiful women’s designs,” I also debated whether to portray a gentle woman or a stronger, more dynamic woman like those who appear in my manga. In the end, I leaned toward creating an image of an active, energetic woman as the main focus. I wanted to bring in something a little new. I imagined a character who would say something like, “Let’s have a drink together!” or “Let’s have fun!”—that kind of personality. In a way, that became my own interpretation of “beauty.”
When drawing bijin-ga and other traditional themes, were there any particular elements you focused on?
Araki: I believe that tradition is something that connects to happiness. That’s why, whenever I create something rooted in tradition, I always make sure to incorporate symbols of good fortune.
For example, in the case of Lord Ebisu, there’s the image of him holding a sea bream, as if to say, “I caught one! It’s a big haul!” For the women, I wanted to depict them as active and living life with a forward-looking attitude. I think it’s a fresh approach, yet at the same time, it aligns with tradition. Their facial expressions have a sharp and composed look too, don’t they?
Can you tell us about the initial concept and inspiration for these special bijin-ga illustrations?
Araki: These two pieces were created based on the theme: “Make them wear a kimono,” or rather, “Please have them wear a kimono.” Since the pattern was to be kimono-based, at first, I considered using motifs like cherry blossoms or autumn landscapes. However, I wanted to incorporate something a bit newer.
So, taking my own creative liberties, I decided to include Western-style patterns, something rarely seen on kimono designs, as well as tropical elements like palm trees and banana leaves. I imagined that this beer would be enjoyed in bright, lively seasons, so I felt these kinds of visuals would complement it well.
The message I wanted to express in the can’s design was something like, “Let’s enjoy life!” or “Let’s keep moving forward and rise to new heights!”
I’m also really looking forward to seeing how it turns out when printed on the can. Since I’ve never worked on something like this before, I’m personally curious about how my art will look when it’s printed on aluminum.
Finally, please share the tagline.
Araki: Let’s go forward with a smile!
Yebisu Illustration Placard Descriptions
Bijin-ga (Western)
For this illustration, Hirohiko Araki envisioned customers gazing at the bijin-ga on the can while drinking Yebisu Beer. He considered the seasonal atmosphere and the most relaxing settings in which people would enjoy Yebisu, allowing these elements to inform his artwork.
Given the constraints of can size and printing limitations, rather than using a complex background, he chose to incorporate elements that evoke specific places and scenes within the patterns of the kimono itself.
In contrast to the blue and white theme of the 500ml can, the 350ml can’s “Western” design features a bold color palette dominated by reds and oranges, creating a striking visual impact.
The vivid orange kimono is decorated with motifs evoking the vast wilderness of the American West, including a cowboy on horseback, feathered ornaments, horseshoes, and the scorching sun.
The woman is depicted reclining, her gaze directed into the distance as if lost in thought. Is she contemplating the oppressive heat suggested by her kimono’s design? Or is she simply surrendering to the pleasant intoxication of her drink?
This is a piece that sparks all sorts of imaginations.
Bijin-ga (Beach Patrol)
When Hirohiko Araki took on the task of illustrating a bijin-ga (portrait of a beautiful woman), he reflected on the question, “What is beauty?” Inspired by the strong and dynamic women who appear in his works, he approached this illustration with that image in mind.
The title of the illustration featured on the 500ml can is “Beach Patrol.” It depicts a woman with a confident gaze and an audacious smile, dressed in a kimono adorned with vivid tropical flowers and plants.
Her obi-dome (kimono sash ornament) features a sun motif, while her hair accessory is designed in the shape of a dolphin.
The innovative design, which completely diverges from traditional kimono patterns, creates a distinctly tropical impression. The illustration evokes the warm air of a southern beach, making one almost feel the refreshing sensation of enjoying a cold Yebisu Beer in that very setting.
Araki infused this artwork with the message, “Enjoy life and stay positive.” The woman’s expression, full of vitality, combined with the striking colors of her kimono, brings forth a completely new image of bijin-ga. It’s one that conveys a sense of freedom and dynamism to those who view it.
Lord Ebisu
A member of the Seven Lucky Gods and the symbolic figure of Yebisu Beer, Lord Ebisu has been reimagined in this special illustration by Hirohiko Araki.
Believing that “tradition is a design that connects to happiness,” Araki portrayed Lord Ebisu in a composition that adheres to traditional depictions while incorporating bold and vivid colors that give the piece a fresh, modern feel.
His eyes are slightly narrowed, and he wears a lighthearted smile. There is a touch of humor in his expression.
His right hand, holding a bamboo fishing rod, is positioned in such a way that it almost appears to be pointing at the viewer. The overall presence of Lord Ebisu radiates joy and abundance, imparting a sense of positivity to those who behold him.
Araki named the beer “The Inheritor,” and the illustration of Lord Ebisu has been incorporated into its logo, which is displayed at YEBISU BREWERY TOKYO. Visitors can also enjoy freely using a stamp featuring this artwork.
Yebisu is the birthplace of the beer’s name, and with the reopening of YEBISU BREWERY TOKYO after 35 years, this location stands as a symbol of both tradition and innovation.
As a memento of today’s visit, we hope you will welcome Lord Ebisu into your hands and hearts.
Yebisu Exhibition Gallery
Image Source: Natalie (© LUCKY LAND COMMUNICATIONS/Shueisha)
Exploring Yebisu Through Bijin-ga Exhibition Details
Date and Time: Thursday, February 13th to Saturday, May 31st, 2025
Weekdays: 12:00 – 20:00
Saturdays, Sundays and Holidays: 11:00-19:00
Closed: Tuesdays (or the following day if a holiday falls on a Tuesday)
Venue: YEBISU BREWERY TOKYO
* Closed on February 16th for statutory inspection. Business hours will be changed to 16:00-20:00 on March 10th.
