Over the weekend, social media platforms were abuzz as passers-by at Tropicana Gardens Mall were left stunned when shoppers stopped in their tracks, frozen in time, and broke out in dance at the busy shopping mall. It was later revealed that this stunt was by Tiger Beer as part of their ‘Cheers to a Bold Beginnings’ campaign.

Leading up to the festive period, the brand has been encouraging fans to pause to celebrate life’s small wins, reflect, and recharge to uncage their inner Tiger as they enter the Chinese New Year.

Earlier this month, Tiger partnered with homegrown artists - Dato Maw, Han Xiiao Ai and Danny Lee - to create a CNY song and music video, entitled ‘The Boldest Chase’. The flash mob danced to this song which is available on the campaign’s microsite, YouTube and Spotify. 

In true ‘Gan Gan Chong’ spirit, Tiger invites fans to take the time to pause despite the everyday hustle and have the spirit to break through this Year of the Rabbit. 

For more information on the Tiger CNY 2023 campaign, merchandise, promotions, contest and giveaways, check out https://tigercny2023.tigerbeer.com/.

*Tiger Beer and all related promotions and activities are strictly for non-Muslims aged 21 and above only. HEINEKEN Malaysia advocates responsible consumption and urges consumers to not drink and drive.