Tiger Beer Celebrates Courageous Connections With ‘Together We Roar’ Campaign At Piazza, Pavilion Bukit Jalil

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

The Brand Transforms Piazza, Pavilion Bukit Jalil With Four Days Of Festive Activities, Live Performances, and Exclusive Collaborations

[PRESS RELEASE]

KUALA LUMPUR, 10 January 2025—Tiger Beer welcomed the Year of the Snake in bold style with its ‘Together We Roar’ campaign launch 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 until January 12th, 2025.

The atmosphere at Piazza, Pavilion Bukit Jalil, was pure excitement as consumers brought their packs 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 could put their teamwork to the test with a series of activities to get their hands on exclusive Tiger merchandise and uncage their inner courage with their pack.

“Each year, Tiger celebrates the courageous journey of progress and connection, recognizing 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 honor these connections and inspire our consumers to celebrate those who uplift them. 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 media members 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 honors its 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 containing these photos. This pendant allows 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 and ready-to-wear collections.

For more information on the activation and promotions, visit tigercny.tigerbeer.com and follow the brand on Instagram and Facebook for updates. All promotions are subject to T&Cs and are available while stocks last.

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