Beer is usually associated with a cold feel and aesthetic. It represents the working class and is associated with 'real men' (even if they are women). Until now, the beer market has lacked products for relaxed, cosy moments. Xiaoyi Jin and Licheng Zhang developed a concept for a beer suitable for emotional moments, with a soft taste and design that conveys comfort and security. 

The name was also chosen to be soft and pleasant: “Fuwafuwa” is a Japanese word meaning softness and lightness. The softness is made tangible by a milky-white can covered in a fur-like cotton texture. The Nikomoji font and “TeddyCan” metaphor on transparent paper further emphasise the gentle character. Complemented by a tactile poster and a Fuwafuwa cushion, Fuwafuwa is the first beer brand that you can literally cuddle up with.