Food Explorer & Home Chef
Tiger Beer launched “Brewed to Defy the Heat”. The experience will be across the Klang Valley up to May 31, spanning on-ground experiences and nationwide outlet promotion. At the heart of it is a custom Kombi van, designed in collaboration with Malaysian street artist Kenji …
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 roar of Malaysia’s Manchester United fans reached new heights as Tiger Beer Malaysia brought supporters together for the Roar United finale, where 10 finalist pairings went head-to-head in the ultimate Red Devils showdown for the honour of delivering the Roar United Archive to the Manchester United Museum at Old Trafford, where it will be showcased.
Built from close to 500 passionate submissions, the Roar United Archive is the first and only collection of stories capturing the voices of Malaysia’s Red Devils. Unveiled for the very first time at the event, it will embark on a 6,000-mile journey to its rightful place in the Theatre of Dreams – carried personally by the winners.
That night at The Beer Factory, Desa Sri Hartamas, KL, it was not just football, but the powerful bond that connects fans across generations. Each finalist shared how their love for the club was sparked by family or close friends, with moments spent cheering together at home and celebrating victories. These heartfelt narratives of family traditions, lifelong friendships, and shared match-day memories earned them a coveted spot in the top ten finalist pairings, reflecting the enduring loyalty of Red Devils fans in Malaysia.
As the trivia rounds intensified, the atmosphere surged with excitement. The crowd at the viewing zone cheered alongside the finalists as they tackled questions about legendary players, historic victories, and iconic moments that shaped Manchester United’s legacy. In the end, Bon Lee Ngee and Loh Shao Wei emerged as Malaysia’s Roar United winners, earning the honour of delivering the Roar United Archive to the Manchester United Museum.
“We are still wrapping our heads around this, the win feels surreal. We came in with zero expectations, and now, we are about to live a dream we have carried since day one. Old Trafford always felt out of reach, but now it’s real. Thank you, Tiger Beer, for giving us the confidence to dream bigger and bolder. We’re proud to carry the passion of Malaysia’s Red Devils fans all the way to the Manchester United Museum,” said Bon and Loh.
“We wanted to give Malaysia’s Manchester United supporters a meaningful platform to share their voices and the stories that define their connection to the club. What we saw tonight was the true spirit of Tiger Beer – fans coming together to uncage their passion, pride, and that unmistakable energy that unites Red Devils everywhere. These are the moments that roar, and we’re proud that our winners will bring this shared spirit from our supporters here to the Manchester United Museum,” said Julie Kuan, Marketing Manager of Tiger Beer Malaysia.
As the official beer partner of Manchester United, Tiger Beer celebrates the unifying power of football and the shared devotion that transcends generations. With Roar United, Tiger Beer honours the passion of Malaysia’s Manchester United supporters by creating meaningful moments for fans to connect, celebrate, and share their stories together.
Tiger Beer welcomed the Year of the Snake in bold style with the launch of its ‘Together We Roar’ campaign at Pavilion Bukit Jalil recently. The event set the tone for a festive season and celebration with a vibrant lineup of experiences. The atmosphere at …
In Chinese culture, the dragon is deemed to be a strong and desirable zodiac symbol. When coupled with the spirit of the tiger, they represent a formidable force. This is why Tiger Beer is encouraging consumers to recognise their courageous achievements and set even bolder …
Tiger has been on a journey of overcoming the odds since 1932, and the brand believes that much of its success is owed to its loyal fans. This is why the bold lager has brought to life the Tiger Den – dubbed as the home of all things Tiger.
The media had a chance to learn more about Tiger’s origins since the early 1900s to the nostalgia of its evolution at Heritage Street, and went on a journey through a series of interactive experiences via AI at the AR-ffiti Street and Crystal Cold Room at Pavilion Bukit Jalil.
Over the years, the brand has collaborated with homegrown designers through its innovative campaigns. At Hype Street, guests can purchase their very own exclusive Tiger x PMC T-shirt and get it customised with stickers to walk away with personalised streetwear merchandise. Sneakerheads can walk away with their very own limited-edition sneakers designed by Edmond Looi – only 18 pairs are available at the Tiger Den pop-up with the special pricing of RM999.
Upon completing the trail of experiences at the six unique zones, guests who have collected all five stamps can enjoy an ice-cold Tiger Beer and Tiger Crystal at the Tiger Bar while enjoying live DJ and band performances. The first 100 people per day who show their completed stamp collection also stand to receive their very own customised Tiger bottle, but more giveaways await fans of the brand.
“The Tiger Den is the ultimate portrayal of the brand’s bold journey. As an Asian lager that defied the odds, we wanted to share our rich history and future aspirations with the people who made this all possible: our loyal fans. We curated a selection of activities and experiences based on what the brand stands for – that is all things bold – all while paying homage to our past journey while celebrating our future,” said Julie Kuan, Marketing Manager of Tiger Beer Malaysia.
The six zones – Heritage Street, Tiger Brewery, AR-ffiti Street, Hype Street, the Crystal Cold Room, and the Tiger Bar – are available for fans of the brand to explore from now until July 9, from Weds to Sundays at Pavi Bukit Jalil.
For more on the ‘Boldly Asian, Globally Acclaimed’ campaign, the Tiger Den, as well as the contest and giveaways, check out https://tiger2023.tigerbeer.com/, as well as Tiger’s social media pages at www.facebook.com/TigerBeerMY and www.instagram.com/tigerbeermy.
Tiger Beer roars into the Chinese New Year with a renewed spirit with its ‘Cheers to Bold Beginnings’ campaign. The notion is all about celebrating moments of reflection, as we recognize our past courage while gearing up for a bolder tomorrow. Tiger wants its fans …
Our courage to push forward is often held back by the fear of failure and judgment. Tiger Beer is no different. Before 1932, it was widely believed that you couldn’t brew beer in the Asian heat – beers at the time were of European origin. …
This year, 2022, is especially significant for Tiger Beer as it is the Year of the Tiger. To uncage the festive cheer, Tiger Beer has partnered with Son Heung-Min, a football icon from South Korea, in conjunction with the Lunar New Year celebrations to ignite a global movement and inspire fans to achieve their boldest ambitions in 2022.
By dreaming big and never giving up, Son overcame challenges by uncaging his inner Tiger with his courage and determination to become a football star. Now, Son is aiming to win a major trophy for his country. Son, the official Tiger Brand Ambassador, has shared a series of emojis on his Instagram expressing his targets for the year and wants fans to share their own bold goals too. All you have to do is respond to the “My Year, My Goals” Instagram “Add Yours” story sticker feature, created by Tiger Beer with their own ambitions for the Year of the Tiger.
Tiger Beer Malaysia also launched Chinese New Year (CNY) campaign – The Year We ROAR Together – on a grand scale. The media and invited guests had the opportunity to feast their eyes on traditional Asian street installations with a contemporary twist at the Connection, Pavilion KL area and score exclusive Tiger merchandise via the exciting game booths there.
Guests and trade partners were then ushered to the Grand Ballroom of JW Marriott Hotel Kuala Lumpur where Roland Bala, Managing Director of HEINEKEN Malaysia, took the stage to give the welcome address. The rest of the Management Team joined him to officiate Tiger Beer Malaysia’s CNY campaign for 2022, followed by an exciting Tiger and lion dance performance to spark the festive spirit. Guests were treated to an 8-course dinner and electrifying stage performances to usher in the Year of The Tiger.
“After two years of challenges amidst the pandemic, we’re ready to make our mark and unleash our true potential. We believe everyone has an inner Tiger in them, therefore, we want our fans to UNCAGE themselves to take the leap of boldness and go all out to pursue their dreams and goals. With all the attractive festive promotions, we are also determined to bring exciting, ground-breaking experiences to our discerning drinkers. Let’s raise our glasses and continue to ROAR together and usher in the prosperous year ahead with joy,” said Roland.
The activities along Connection, Pavilion KL will be open to public from now until February 15 so that they can experience the festive vibes for themselves. Specially commissioned Tiger “Roar Together” art installations by three up-and-coming artists of diverse backgrounds – Thomas Powell, Sheena Liam and Pamela Tan – are activated at the main entrance from January 10 onwards. Fans can also redeem collectible Year of the Tiger Ang Pow packets, when they purchase RM88 worth of HEINEKEN Malaysia products at selected outlets in Pavilion KL, while stocks last.
Various QR code touchpoints along the area also enable fans to engage with Tiger’s Augmented Reality (AR) ‘Roaring Greetings’ to interact virtually with a Tiger and generate inspiring CNY greetings to be shared with friends and family. At the same time, fans stand to win exclusive Tiger Mahjong sets with two weekly winners from now until February 15. These QR codes can also be found on Tiger’s limited-edition cans and other touchpoints like the ‘Roar Together’ murals and print ads during the festive period.
Tiger Beer’s efforts to champion the local art scene continues to grow. To spread the CNY cheer to other regions in Malaysia, Tiger engaged with various local artists to create exclusive ‘Roar Together’ murals at eight different locations nationwide, giving fans even more Insta-worthy moments to welcome the Year of the Tiger.
For the first time ever, Tiger Beer will be venturing into the world of NFTs (Non-fungible Tokens) with an exclusive collaboration with Pestle & Mortar Clothing (PMC). The NFT collection, known as The Tiger Archives, feature vintage Tiger artwork ingrained into the blockchain, and each artwork is uniquely drawn fully by hand. These NFTs will unlock a series of perks throughout the Year of the Tiger, from exclusive merchandise down to curated experiences by PMC. The Tiger Archives NFT collection will be released for sale on January 25 whereby 30% of the proceeds will go towards supporting local musicians, artists and street food chefs via Tiger’s UNCAGE platform throughout the Year of The Tiger.
For more information on local promotions and activations as well as terms and conditions, visit http://bit.ly/TigerCNY2022.
For non-Muslims aged 21 and above only.
The Street Food Virtual Festival is back this year, with an epic collision between street food and an integral part of street culture – streetwear. The local streetwear scene has always been a way for people to express themselves and is influenced by the many …