Every year, I look forward to Tiger Beer CNY festive hub as its bound to be a night of fun with my friends. This Chinese New Year, Tiger Beer invites you to connect and celebrate with their tribe, inspiring everyone to embrace their inner courage to reach their full potential. With its 2025 campaign, ‘Together We Roar’, Tiger is dedicated to uplifting the spirit of community by bringing consumers closer to those who have supported them throughout their journey. The campaign features energising on-ground activations, promotions, and exclusive collaborations.
Tiger’s mission this year is to remind everyone to cherish the bonds that have fuelled their progress. By celebrating those who have stood by them – their crew, their pack, their day ones – Tiger encourages consumers to share this festive period with those who inspire and uplift.
Celebrate Your Fellow Tigers at ‘Tiger Town’
From 9th – 12th January 2025, ‘Tiger Town’ will come to life at Piazza, Pavilion Bukit Jalil – a vibrant space where bonds and success roar the loudest. In collaboration with popular Live Cafe Bar, Tǎng Píng, ‘Tiger Town’ will feature an exciting lineup of festive performances, games, and activities celebrating the people who contribute to every journey of progress.
Designed to bring people together in the spirit of celebration, this activation promises an unforgettable experience filled with giveaways, food, crafts, and live music including performances by popular artists 3P and Jeryl Lee. Consumers can book tables for groups of eight at RM 388 for a three-hour session where they will receive 20 bottles (325ml each) from Tiger’s portfolio of beers, a ‘Yee Sang’ set, 16 skewers and six bottles of water as they enjoy Tiger Town. For more information and to secure table bookings now, visit tigercny.tigerbeer.com or pre-register to attend the event here to receive a free bottle of Tiger Crystal.
I attended the event launching and the atmosphere at Piazza, Pavilion Bukit Jalil was one of pure excitement. We get to enjoy live performances, curated in partnership with Tǎng Píng, the popular Live Cafe Bar, alongside immersive experiences that include music including performances by popular artists 3P and Jeryl Lee, crafts, and interactive activities to elevate the festive spirit. I even managed to win myself some exclusive merchandise by participating in their games. The vibes at the festive hub was so happening!
Tiger x atmos x ButNotReally Streetwear Collaboration
Adding to the excitement, Tiger unveiled the exclusive Tiger x atmos x ButNotReally collection, and members of the media were treated to an exclusive preview of what is in store for consumers.
The streetwear collaboration celebrates the shared journey of brands that defied the odds. Born on the streets of Asia in 1932, Tiger Beer built its reputation for bold refreshing lagers by breaking boundaries, while atmos, with its roots in Tokyo’s Ura-Harajuku backstreets, emerged as a global streetwear champion. ButNotReally is a homegrown brand that embodies the spirit of creativity, freedom, and innovation. Together, this partnership blends heritage with transformation, creating a collection that honours their bold roots while pushing the future of fashion forward. The limited-edition pieces are now available for purchase at participating atmos stores (Sunway Pyramid, Mid Valley Megamall, and Genting Sky Avenue).
Tiger CNY 2025 Digital Activation
Are you interested in winning exclusive NFC pendant from Zero Degrees? Join in on the digital activation by using Tiger’s ‘Add Yours’ template on Instagram Stories to post pictures of yourselves and your crew over the years, reflecting on your shared progress and journey. By tagging @tigerbeermy on Instagram, you stand to win an exclusive NFC pendant from Zero Degrees, which contains these photos, allowing you to carry these special moments with your pack wherever you go. Founded in 2020, Zero Degrees Jewelry has redefined urban and hip-hop jewelry in Kuala Lumpur with out of this world custom pieces, ready-to-wear collections.
Promotions and Giveaways
Tiger is also bringing the festive cheer to selected coffee shops and food courts with enticing promotions from now until 15th February 2025. Patrons who purchase big bottles of Tiger, Tiger Crystal, or selected beers under HEINEKEN Malaysia’s portfolio of brands can check under their bottle caps to see if they are eligible for the redemption of the 10g 999.9 Tiger Gold Coin, a Tiger Automatic Card Dealer, or Tiger premium playing cards. When at participating bars and pubs, patrons stand to win the Tiger Mahjong Set and RM 88 TnG E-Wallet credit when spending RM 90 and above on participating brands.
At hypermarkets and supermarkets, consumers can look forward to exclusive giveaways such as the Bear Multicooker Hotpot and the La Gourmet Cast Iron Pot, while selected 99Speedmarts will offer collectible Thermoflasks. Shoppers at convenience stores, provisions, and mini markets who purchase cans of beers under HEINEKEN Malaysia’s portfolio of brands can scan the QR code and submit the receipt to participate in a contest to get their hands on the Samsung Galaxy Z Fold6 or RM 88 TnG E-Wallet credit.
For those who wish to enjoy their favourite brews at home this CNY, Drinkies offers the perfect solution. With the purchase of carton bundles on Drinkies, consumers will receive a Bear Hotpot and a La Gourmet Cast Iron Pot from now until 12th February 2025.
A heartfelt thanks to Tiger Beer for organizing a night of fun at ‘Tiger Town’. We ended the night with an toast of fortune to celebrate the Year of the Snake. It was definitely a night to remember as we enjoyed the delicious food and amazing performances prepared by Tiger Beer.
If you would like to know about the activation and promotion mechanics, head to tigercny.tigerbeer.com and follow the brand’s Instagram and Facebook for more updates. All promotions are subject to T&Cs and available while stocks last.