Digital Advertising Insights for Food and Beverage Brands in APAC Region in 2025
As APAC food and beverage brands expand their business globally, digital advertising has become an important tool for raising brand awareness and attracting consumer attention. By adopting localized advertising strategies, combining multiple advertising platforms, and collaborating with cultural content, more and more brands are transcending regional boundaries to promote their “APAC regional distinctiveness” to the world. This report, based on advertising monitoring data from Sensor Tower’s Pathmatics, summarizes new trends in international marketing among APAC food and beverage brands, helping readers understand market trends. It also includes case studies on the highly localized digital advertising strategies of major APAC brands, including Suntory and CJ Foods. For more information, click the button below to download the full report for free.
North America is the largest advertising market for global food and beverage brands, with brands in the APAC region also investing heavily
As the country with the highest consumer spending power in the world, the US has become a prime location for APAC brands to advertise abroad. Companies such as Suntory and CJ Foods are also increasing their US budgets to increase brand awareness and market share.
The United States is a driving force for the growth of Suntory’s overseas business, not only because of its high consumption power, but also because of the large demand for spirits and the potential for profit contribution. The number of digital advertising impressions by Suntory in the United States from January to May 2025 increased by 244% compared to the same period last year, reaching 3 billion, surpassing that of Japan for the first time. This shows Suntory’s determination to place even greater emphasis on the American market.
A localization strategy is the key to successful international advertising
Suntory consistently captures regional consumption trends, working from both business segments and markets, and adapting flexibly to each region’s drinking culture. In the United States, Suntory focuses digital advertising on its alcoholic beverage brands, including Maker’s Mark, Jim Beam, and Hornitos, strengthening its influence in the high-margin spirits market. In the UK, Suntory primarily runs digital advertising for functional drinks like Lucozade and alcoholic beverages like -196, pinpointing young consumers who enjoy sports and parties. In Australia, V Energy Drink and BOSS are key brands advertised, targeting consumers who are passionate about sports, the outdoors, and extreme sports. This demonstrates Suntory’s deep understanding and ability to adapt to local lifestyles.
Precisely place ads tailored to the characteristics of the advertising platform and target
CJ FOODS’ global advertising is primarily targeted at young people between the ages of 18 and 35 who are interested in gourmet food, via Instagram. In the US, more than half of its ads are displayed on OTT platforms such as Hulu and Disney+, fitting the “family sharing” scene and successfully forming a deep connection with the brand. By matching content and platform strategies, 18-24 year olds account for 45% of CJ FOODS’ total advertising audience in the US, demonstrating a clear trend of targeting younger demographics.
Increasing brand popularity and creating a youthful image through integration with popular culture
CJ FOODS is leveraging cultural resources such as the Korean drama “Squid Game,” K-Pop group events, and popular movie IP to develop collaborative marketing campaigns that generate buzz in Europe, This cross-industry collaboration of “culture x gourmet” has become an important advertising strategy for the K-FOOD brand’s youthful appeal and globalization.
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