Tiger Beer merges heritage and street culture this CNY

This Chinese New Year, Tiger Beer is reaffirming its long-standing association with ambition and progress through its festive theme, Dare to Charge Forward. Rooted in traditional CNY values of prosperity, harmony and togetherness, the campaign reflects a modern interpretation of how Malaysians celebrate the season today. Through a series of creative collaborations and collectible designs, Tiger is positioning its CNY line-up as a celebration of Asian creativity that bridges heritage with contemporary expression.

The first reveal in Tiger’s festive programme sets the tone for a season of experiences and rewards, underscoring the brand’s intent to encourage consumers to step confidently into the year ahead while celebrating shared moments.

Calligraphy collaboration blends heritage with modern design

Central to this year’s campaign is Tiger’s collaboration with Malaysian contemporary calligraphy artist Jameson Yap. Known for his signature River Stroke technique, Yap brings a bold visual language that reinterprets familiar CNY themes such as wellbeing, unity and shared prosperity. His expressive calligraphy features prominently across a curated collection of festive collectibles, offering a fresh yet culturally grounded aesthetic.

Designed for modern homes, the collection includes ceramic plates, mugs and a four-player mahjong set. The plates and mugs are available in five CNY-themed designs, including a mystery edition aimed at collectors. Together, the items balance functionality with artistic value, positioning them as keepsakes that extend beyond the festive period.

Streetwear influence and nationwide rewards

Tiger is also continuing its creative partnership with atmos, the Tokyo-based streetwear label known for its influence in Asian sneaker and street culture. Adding a distinct urban edge to the campaign, atmos introduces a contemporary street-style sensibility that complements Tiger’s festive narrative. Making its debut this year is the Tiger x atmos Poker Set, which merges streetwear-inspired design with a familiar CNY pastime, offering an early preview of a broader collaboration arriving later in the season.

Complementing the creative elements is an extensive nationwide rewards programme spanning coffee shops, food courts, restaurants, supermarkets, e-commerce platforms, bars and convenience stores. Consumers can redeem or win a wide range of limited-edition items and prizes, including gold ang pow, calligraphy ceramics, mahjong and poker sets, cash vouchers, e-wallet credits and premium electronics, subject to qualifying purchases and mechanics.

All promotions are available for a limited time and while stocks last. Tiger Beer reminds consumers that all activities are strictly for non-Muslims aged 21 and above, and continues to advocate responsible consumption throughout the festive season.