Tiger Beer collaborates with Kenji Chai for interactive street art campaign

Tiger Beer has launched its latest campaign, “Brewed to Defy the Heat”, bringing together street culture, on-ground experiences and consumer rewards across the Klang Valley and West Malaysia throughout May.

The campaign, which runs until 31 May 2026, reflects the beer brand’s positioning as a lager “brewed for the heat of Asia”, highlighting how Malaysians continue to gather and socialise despite the country’s tropical climate. The initiative features a custom-designed Kombi van, a themed mural in Kuala Lumpur, and a nationwide outlet promotion offering prizes to consumers.

According to Tiger Beer Malaysia, the campaign aims to celebrate everyday moments shared among friends and communities in Malaysia’s warm weather conditions.

Street art collaboration takes centre stage

At the centre of the campaign is a Kombi van designed in collaboration with Malaysian street artist Kenji Chai, known for his character-driven graffiti and illustrations inspired by local culture and urban life.

The customised van will travel to several locations across the Klang Valley during May, including Jaya One, Damansara Heights, Eko Cheras, Bangsar Telawi Street, Pavilion Bukit Jalil and Changkat Kuala Lumpur. Additional locations in Johor are expected to be announced later.

At each stop, the Kombi van will be transformed into an interactive activation space featuring fast-paced skill-based challenges for visitors.

Tiger Beer said the initiative was designed to create shared social experiences while bringing elements of Malaysian street culture into public spaces.

As part of the collaboration, Kenji also created a mural in Kuala Lumpur themed around “Brewed to Defy the Heat”. The artwork is accompanied by a short film depicting scenes of friends spending time together, late-night outings and other familiar social moments in the city.

Nationwide promotion offers prizes for consumers

Beyond the roadshow activities, Tiger Beer is also extending the campaign to participating restaurants, pubs and bars across West Malaysia.

Consumers purchasing selected Tiger Beer products from now until 31 May 2026 will be eligible to participate in a contest by scanning a QR code at participating outlets and uploading their receipts through the campaign website.

Under the promotion, one bucket of Tiger Beer bottles earns one contest entry, while purchases of Tiger Draught sets, Tiger Crystal or Tiger Soju Flavoured Lager provide three entries.

Participants stand a chance to win prizes including Dyson Air Purifier Fans and Tiger 8L Cooler Boxes.

Julie Kuan, Marketing Manager of Tiger Beer Malaysia, said the campaign reflects how Malaysians continue to come together despite the tropical climate.

“Tiger Beer was born in the tropics, and the heat has always been part of life here,” she said.

“What stands out is how people continue to show up, come together, and make the most of it, and Tiger Beer has always been there in those moments.”

Tiger Beer stated that all promotions and activities are strictly for non-Muslims aged 21 and above. The company also urged consumers to drink responsibly and avoid driving after consuming alcohol.