The creation of a new town
![Yebisu Garden Place](/company/history/img/1994_img01.jpg)
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.
“Yebisu served here.”
![A Yebisu Beer poster from 1994](/company/history/img/1994_img02.jpg)
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.