Beer advertising in Asia is all about high-energy celebrity endorsements. McCann Worldgroup has given Hoegaarden beer something very different – a capybara to stroke. With workplace burnout and societal pressure at an all-time high among China’s youth, McCann Worldgroup identified that they weren’t craving another high-octane party beer. They were craving relief.

The campaign, Capybarapy, aims to give them a moment of Zen by inviting them to stroke the backside of a capybara.

The idea is born from the viral capybara trend that began in September 2024 when a capybara called Cinnamon escaped from a UK zoo after the stress of a particularly celebratory week. The animals’ calm, social nature made them internet mascots for relaxation, with videos merchandise, and memes spreading across socials.

McCann seized the idea of the Zen Masters of the animal kingdom to represent Hoegaarden’s unwinding, fruity notes into a physical, real-world interaction. A highlight of the Capybara campaign is a custom-built arcade machine that has already seen queues forming around city blocks. Unlike traditional games that use joysticks, this machine is controlled entirely by a hyper-realistic, furry recreation of a capybara’s hindquarters. Players start the game by purchasing a Hoegaarden and then stroking the controller in rhythm with on-screen prompts to smooth away stress. A special fur material, created to replicate the density of capybara fur, was applied to the arcade “animal”, built using custom pressure sensors as its control input.

To ensure the calming effects of reach beyond the bars, Hoegaarden has also released various limited-edition, furry merchandise. These items mimic the texture of the arcade controller, allowing consumers to enjoy the tactile therapy of stroking a capybara while sipping a chilled Hoegaarden at home.

The campaign is also supported across Beijing, Shanghai and Chengdu in OOH on subway escalators and in-store installations at 7-11 through November and December; and in other cities with channel-based promotions. Fans who share their #Capybarapy sessions on social media have a chance to win exclusive fur-themed memorabilia.