Tiger Beer welcomes the Year of the Snake with its bold ‘Together We Roar’ campaign, featuring vibrant celebrations, exclusive streetwear collaborations, and engaging digital activations at Pavilion Bukit Jalil.

Tiger Beer kicked off the Year of the Snake in grand style with the launch of its ‘Together We Roar’ campaign at Pavilion Bukit Jalil on January 9. The event marked the beginning of a festive season dedicated to courage and celebration, offering an exciting lineup of engaging experiences running through January 12, 2025, so make your plans for this weekend!

The Piazza at Pavilion Bukit Jalil buzzed with energy as visitors gathered at ‘Tiger Town.’ This vibrant hub features live performances curated in partnership with Tǎng Píng, the popular Live Cafe Bar, alongside immersive activities such as music performances by artists 3P and Jeryl Lee, crafts, and interactive games that enhance the festive spirit.

Attendees tested their teamwork skills through a variety of engaging activities to win exclusive Tiger merchandise while coming together with their pack to ‘uncage their inner courage.’

“Tiger celebrates the courageous journey of progress and connection every year, recognising the support of fellow tigers that makes every milestone special,” said Willemijn Sneep, Marketing Director of Heineken Malaysia Berhad. “This year, we’re excited to offer experiences that honour these connections and inspire our consumers to celebrate those who uplift them along the way. We can’t wait to see how everyone roars together in the Year of the Snake.”

Tiger x atmos x ButNotReally Streetwear Collaboration

Adding to the festivities, Tiger unveiled the exclusive Tiger x atmos x ButNotReally collection. Media attendees were treated to a sneak preview of the limited-edition pieces, which celebrate the shared journeys of brands that have defied the odds.

Tiger Beer, founded on the streets of Asia in 1932, is known for breaking boundaries with its bold, refreshing lagers. atmos, rooted in Tokyo’s Ura-Harajuku backstreets, rose to global prominence in streetwear, while homegrown brand ButNotReally embodies creativity, freedom, and innovation. This partnership blends heritage with transformation, producing a collection that honours their bold beginnings while propelling fashion forward. The collection is available for purchase at participating atmos stores in Sunway Pyramid, Mid Valley Megamall, and Genting Sky Avenue.

Digital Activation for Chinese New Year 2025

Tiger Beer invites consumers to participate in its digital activation by using the brand’s ‘Add Yours’ template on Instagram Stories. Fans can post photos of themselves and their crew over the years, celebrating their shared progress and journey. By tagging @tigerbeermy, participants stand a chance to win an exclusive NFC pendant from Zero Degrees, which stores these cherished photos, allowing them to carry their special moments wherever they go.

Founded in 2020, Zero Degrees Jewelry is a Kuala Lumpur-based brand known for redefining urban and hip-hop jewellery with its custom pieces and ready-to-wear collections.

For more details on the campaign, visit tigercny.tigerbeer.com and follow Tiger Beer on Instagram and Facebook for updates. All promotions are subject to terms and conditions and are available while stocks last.

Note: Tiger Beer promotions and activities are exclusively for non-Muslims aged 21 and above. Tiger Beer advocates responsible consumption and urges consumers not to drink and drive.