Tiger Beer Celebrates Courageous Connections with ‘Together We Roar’ Campaign

Tiger Beer welcomed the Year of the Snake in bold style with the launch of its ‘Together We Roar’ campaign last night at Pavilion Bukit Jalil. The event set the tone for a festive season of courage, and celebration with a vibrant lineup of experiences that will run until January 12th, 2025. 

The atmosphere at Piazza, Pavilion Bukit Jalil was one of pure excitement as consumers brought their pack to ‘Tiger Town’. At this festive hub, visitors can enjoy live performances, curated in partnership with Tǎng Píng, the popular Live Cafe Bar, alongside immersive experiences that include music including performances by popular artists 3P and Jeryl Lee, crafts, and interactive activities to elevate the festive spirit.

Here, attendees were able to put their teamwork to the test with a series of activities to get their hands on exclusive Tiger merchandise and uncage their inner courage together with their pack.

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

Tiger x atmos x ButNotReally Streetwear Collaboration

Adding to the excitement, Tiger unveiled the exclusive Tiger x atmos x ButNotReally collection, and members of the media were treated to an exclusive preview of what is in store for consumers. 

The streetwear collaboration celebrates the shared journey of brands that defied the odds. Born on the streets of Asia in 1932, Tiger Beer built its reputation for bold refreshing lagers by breaking boundaries, while atmos, with its roots in Tokyo’s Ura-Harajuku backstreets, emerged as a global streetwear champion. ButNotReally is a homegrown brand that embodies the spirit of creativity, freedom, and innovation. Together, this partnership blends heritage with transformation, creating a collection that honours their bold roots while pushing the future of fashion forward. The limited-edition pieces are now available for purchase at participating atmos stores (Sunway Pyramid, Mid Valley Megamall, and Genting Sky Avenue).  

Tiger CNY 2025 Digital Activation 

Tiger invites consumers to join in on the digital activation by using Tiger’s ‘Add Yours’ template on Instagram Stories to post pictures of themselves and their crew over the years, reflecting on their shared progress and journey. By tagging @tigerbeermy on Instagram, participants stand to win an exclusive NFC pendant from Zero Degrees, which contains these photos, allowing them to carry these special moments with their pack wherever they go. Founded in 2020, Zero Degrees Jewelry has redefined urban and hip-hop jewelry in Kuala Lumpur with out of this world custom pieces, ready-to-wear collections.

For more information on the activation and promotions, head to tigercny.tigerbeer.com and follow the brand’s Instagram and Facebook for more updates. All promotions are subject to T&Cs and available while stocks last. 

Tiger Beer and all related promotions and activities are strictly for non-Muslims aged 21 and above only. Tiger advocates responsible consumption and urges consumers to not drink and drive.