Tiger Beer ushered in the Year of the Snake with flair, unveiling its ‘Together We Roar’ campaign last night at Pavilion Bukit Jalil. The event marked the beginning of a festive season filled with boldness and celebration, featuring an exciting array of experiences running through January 12th, 2025.
The Piazza at Pavilion Bukit Jalil buzzed with excitement as consumers brought their packs to ‘Tiger Town.’ This festive hub offered visitors a vibrant lineup of live performances, curated in collaboration with the renowned Live Cafe Bar, Tǎng Píng. Guests immersed themselves in a rich experience of music, featuring popular artists 3P and Jeryl Lee, alongside crafts and interactive activities designed to amplify the festive cheer.
Attendees had the chance to test their teamwork through various activities, earning exclusive Tiger merchandise while unleashing their inner courage alongside their pack.
"Each year, Tiger celebrates the bold journey of progress and connection, acknowledging that the support of fellow tigers makes every milestone meaningful," said Willemijn Sneep, Marketing Director of Heineken Malaysia Berhad. “This year, we are thrilled to offer experiences that honor these connections and inspire our consumers to celebrate those who uplift them. We look forward to seeing everyone roar together in the Year of the Snake.”
Martijn van Keulen, Managing Director of HEINEKEN Malaysia
Willemijn Sneep, Marketing Director of Heineken Malaysia Berhad
Tiger x atmos x ButNotReally Streetwear Collaboration
Tiger added to the excitement with the launch of the exclusive Tiger x atmos x ButNotReally collection, offering members of the media an exclusive first look at what’s in store for consumers.
This streetwear collaboration celebrates the shared journey of brands that have defied the odds. Born on the streets of Asia in 1932, Tiger Beer built its reputation with bold, refreshing lagers by breaking boundaries. Meanwhile, atmos, rooted in Tokyo’s Ura-Harajuku backstreets, rose to prominence as a global streetwear icon. ButNotReally, a homegrown brand, embodies the essence of creativity, freedom, and innovation. Together, this collaboration merges heritage with transformation, delivering a collection that pays tribute to their bold origins while shaping the future of fashion.
The limited-edition pieces are now available at select atmos stores, including Sunway Pyramid, Mid Valley Megamall, and Genting Sky Avenue.
Tiger CNY 2025 Digital Activation
Tiger invites consumers to participate in its digital activation by using Tiger’s ‘Add Yours’ template on Instagram Stories. Participants can share photos of themselves and their crew over the years, celebrating their shared progress and journey. By tagging @tigerbeermy on Instagram, they stand a chance to win an exclusive NFC pendant from Zero Degrees. This unique pendant stores the photos, allowing them to carry these cherished moments with their pack wherever they go.
Founded in 2020, Zero Degrees Jewelry has redefined urban and hip-hop jewelry in Kuala Lumpur, offering extraordinary custom pieces and ready-to-wear collections.
For more details about the activation and promotions, visit tigercny.tigerbeer.com and stay updated by following Tiger Beer on Instagram and Facebook. All promotions are subject to terms and conditions and are available while supplies last.
Tiger Beer’s promotions and activities are strictly for non-Muslims aged 21 and above. The brand encourages responsible consumption and reminds consumers never to drink and drive.
