Tiger Beer returns with Tiger Town for early CNY do

Tiger Beer kicked off the Chinese New Year (CNY) with an early Tiger Town celebration, a multi-day and multi-city event. The returning festival, now expanded to Penang, launched over the weekend at LaLaport Bukit Bintang City Centre, KL.

The launch ceremony set the tone for the evening. Members of HEINEKEN Malaysia’s management team struck a ceremonial gong, followed by a display of Tiger rockets and firecracker. A lion performance, offering a traditional blessing of energy and good fortune for the year ahead, completed the opening.

Tiger Town reimagined the CNY gathering as an immersive, high-energy experience, bringing together  live music, interactive challenges, and a vibrant local market in one festive space.

In Kuala Lumpur, the stage was powered by the high-voltage energy of acts like the popular performance group 3P, festive favourite Chang Yong and the charismatic Joe Chang, and specially curated sets by An Livehouse.

Beyond the stage, Tiger Town featured themed games inspired by the brand’s Dare to Charge Forward spirit. Built on coordination, speed, and teamwork, these squad-based challenges focus on reflexes and collaboration, turning friendly competition into shared moments of collective play.

Developed with Lesgo Market, the curated market surrounds the main stage, showcasing local makers and eateries that reflect the same grassroots spirit Tiger champions. Anchored in local creativity and craft, the market adds depth to the experience while grounding Tiger Town in a sense of community. 

Tiger Town also features the exclusive Tiger x atmos: Spirit of the Tiger collection. This collaboration with the Tokyo streetwear label fuses traditional Japanese calligraphy with bold, graphic storytelling inspired by the raw energy of Asian street fronts. The collection translated the Dare to Charge Forward spirit into street-ready style and is also available at selected atmos retail stores, and online.

“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.” 

Tiger Town continues at Gurney Paragon Mall, George Town, Penang, from Feb 13-15.

Consumers can pre-register for general admission tickets via https://tigercny.tigerbeer.com/en/event/ on first come first served basis.