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December 2025 — Liège
From 1st to 24 December 2025, MaGin opened a new chapter of its universe with the AdvenTURE Calendar, an original series blending Christmas spirit, manga atmosphere and a spotlight on local talents.
The MaGin samurai above Liège — December 2025
All through December, a mysterious samurai from a distant land appeared in the Cité ardente. No one truly knew his name, nor the exact reasons for his coming. Yet one thing seemed clear: his journey was bound up with the encounters he was about to have.
Through a series of episodes released day after day on Instagram and Facebook, this strange traveller roamed Liège to meet local shopkeepers, craftspeople, creators, artists and players. Each stage of his journey was a chance to discover a new world, a story, a craft or a passion.
Wherever he went, his banner carried the same message: “Osez l’aventure!” (dare the adventure), along with a QR code to follow the quest.
A toast behind a bar, a katana duel at a craftsman’s table, a pause under the glass roof of Guillemins station: every episode told of an encounter, and every encounter moved the quest forward.
Over the 24 episodes, he crossed paths with La Grand Poste, Winter Geek, Player, Tony BangBang, Pepper Mint, Sodylow, D MaJin, L’Hairpinup, Manga Cash, La Pâte de l’Ours, Nakama, Le Grenier du Geek, Sushi Time, Do You Speak Gin, Wattitude, the Domaine des Thermes, GiuArtiste, Snack Coyote, Les Fans du Wabi, the Japan Day, Chez Moi, Radical and Ninja Ramen, before a final quest at the JAM Hotel Brussels.
Along the way, the samurai trained in his own art in a true sanctuary of spirits with Do You Speak Gin, regained his strength at Snack Coyote, recharged at the Domaine des Thermes, and with Les Fans du Wabi rediscovered the memory of the matcha his grandfather used to make. He then understood that his quest was about passing things on, and about the people he met.
Every episode came with a giveaway. Up for grabs: a gift from the partner of the day, and a bottle of MaGin Special Edition 2025. For the final quest on 24 December, the prize brought together a night for two at the JAM Hotel Brussels, a meal at KAIJU restaurant, a Japanese bath at ATSUKAN, transport with Charli and a bottle of MaGin Limited Edition.
The giveaways closed on 31 December, and the winners were announced in early January.
MaGin Special Edition 2025, up for grabs at every stage of the quest
While the samurai roamed the city, the MaGin Team lined up one end-of-year event after another:
With the AdvenTURE Calendar, MaGin wanted to go beyond a simple end-of-year activation. The goal was to create a genuinely living story, one that could gather a community around strong values: discovery, sharing, creativity and support for the talents of the region.
Between manga storytelling, a reinvented Christmas spirit and local roots, the AdvenTURE Calendar stood out as an original experience, true to MaGin’s DNA: create more than a gin, build a whole universe.
But one question remains…
Who is this samurai, really? And above all… will he ever return to the Cité ardente?
Photos: Qdeuxa · Videos: Qdeuxa & nicootzz
