Kirin's Corner Cut Carton to be exhibited at MoMA

October 7, 2005

Kirin's Corner Cut Carton to be exhibited at MoMA

Tokyo, October 7, 2005 -- Kirin Brewery Company, Limited ("Kirin") today announced that its Corner Cut Carton packaging, which is used for all of Kirin's 250ml, 350ml and 500ml canned beverages in its beer, happo-shu, new genre, chu-hi and beer-flavored beverage ranges, will be displayed at the "SAFE: Design Takes On Risk" exhibition at The Museum of Modern Art (MoMA) from October 16, 2005 to January 2, 2006.

For its forthcoming exhibition "SAFE", MoMA has appraised and gathered together a range of items from around the world that perform a role in society, in such categories as designs that protect body and mind from dangerous or stressful circumstances, designs that meet the needs of emergencies, designs that offer a sense of comfort and security, and even some prototypes. Among the more than 300 exhibits on display, Kirin's Corner Cut Carton is the only Japanese alcohol manufacturer's product to be displayed.

Kirin is constantly seeking new ideas with which to promote Kirin Chu-hi Hyoketsu, the leading brand in the chu-hi market, and the Corner Cut Carton was implemented as part of this approach in May 2004. By trimming the four corners of a cardboard box and folding the corners into part of the surface, the unique Kirin carton has become easier to carry and to handle*. Less cardboard is used in these cartons, with a lower burden on the environment. The Corner Cut Carton was introduced to all products in fall of 2004, with expected savings of around 800 tons of paper a year. Kirin will continue to be involved in increasing its packaging functionality and further reducing the impact on the environment.

Under a slogan that can be translated approximately as "Happiness time after time", Kirin's approach is to enrich its customers' lives, as part of which the Group is constantly developing new concepts.

*	The design has been registered. Kirin has also developed a rapid packing system for placing product into the carton, and has applied for a patent for its high-speed, stable production process.

Notes
The Corner Cut Carton

1. Characteristics		By cutting the four corners of a cardboard box and folding them into part of the surface, the unique carton has become easier to carry and to handle. Compared to previous cartons, paper consumption is reduced by about 800 tons a year, with expected environmental benefits.
2. Products		The Corner Cut Carton is used to package all 250ml, 350ml and 500ml canned beverages in Kirin's beer, happo-shu, new genre, chu-hi and beer-flavored beverage ranges, excepting imported products.

The "SAFE" Exhibition
Established in 1929,The Museum of Modern Art has the foremost collection of twentieth-century art in the world. The "SAFE" exhibition is the first major design exhibition since MoMA reopened to the public in November 2004 after a three-year renovation. In the tradition of such influential MoMA exhibitions as Machine Art (1934), Modern Masks and Helmets (1991), and Mutant Materials in Contemporary Design (1995), SAFE redirects the pursuit of beauty towards the appreciation of economy of function and technology. The exhibition covers all forms of designs, from manufactured products to information architecture.