Tiger Town returns bigger, bolder for Chinese New Year

Tiger Beer has kicked off the Chinese New Year season with a bold declaration of intent, bringing back Tiger Town as a multi-day, multi-city celebration that blends tradition with contemporary energy. Now in its second year, the festival has expanded beyond Kuala Lumpur to Penang, underscoring the brand’s ambition to turn Tiger Town into a signature festive destination. The launch took place last night at LaLaport Bukit Bintang City Centre, where the venue was transformed into a raw, high-energy space reflecting Tiger’s Dare to Charge Forward spirit.

Running in Kuala Lumpur until 25 January 2026, Tiger Town will then make its way north to Gurney Paragon Mall in George Town, Penang, from 13 to 15 February 2026, extending the festive momentum beyond the traditional holiday period.

A contemporary take on festive traditions

The launch ceremony set a confident tone, merging cultural symbolism with modern spectacle. Members of HEINEKEN Malaysia’s management team opened the event with a ceremonial gong strike, followed by Tiger rockets and firecrackers that illuminated the night sky. A dynamic lion dance performance marked the peak of the evening, delivering traditional blessings of prosperity and vitality for the year ahead.

This fusion of old and new reflects Tiger Town’s broader ambition to reimagine Chinese New Year gatherings. Rather than a conventional celebration, the festival positions itself as an immersive experience designed to energise and connect urban audiences. Music, interactive challenges and a curated market are brought together in one space, offering a festive environment that encourages participation and shared moments.

“Tiger Town is about starting the year with courage,” said Julie Kuan, Marketing Manager of Tiger Beer Malaysia. “Chinese New Year is a time for coming together, and Tiger Town brings that spirit to life through music, games and shared moments, with Tiger Beer enjoyed as part of the celebration.”

Music, games and collective play

Live performances form the backbone of Tiger Town’s atmosphere. In Kuala Lumpur, audiences are treated to high-energy sets from popular performance group 3P, festive favourite Chang Yong, and the charismatic Joe Chang, alongside specially curated sessions by An Livehouse. The lineup balances contemporary sounds with familiar anthems, creating a soundtrack that aligns with the brand’s forward-charging ethos.

Beyond the stage, themed games inspired by the Dare to Charge Forward spirit invite visitors to test their coordination, speed and teamwork. Designed as squad-based challenges, these activities turn friendly competition into collective play, reinforcing the communal nature of the celebration while keeping the energy high throughout the event.

Local creativity and street culture

Surrounding the main stage is a curated market developed in collaboration with Lesgo Market. Featuring local makers and eateries, the market reflects the same grassroots creativity and community focus that Tiger champions. By anchoring the experience in local craft and flavours, Tiger Town adds depth to its festive offering while supporting homegrown businesses.

The festival also showcases the exclusive Tiger x atmos: Spirit of the Tiger collection. Created with the Tokyo streetwear label, the collaboration fuses traditional Japanese calligraphy with bold graphic storytelling inspired by Asian street culture. Translating the Dare to Charge Forward spirit into wearable form, the collection is available at Tiger Town, selected atmos retail stores and online.

Consumers can pre-register for general admission tickets on a first-come, first-served basis, with updates available via Tiger Beer’s official social media channels. All activities and promotions are strictly for non-Muslims aged 21 and above, with the brand continuing to advocate responsible consumption.