In a vibrant celebration welcoming the Year of the Snake, Tiger Beer kicked off its ‘Together We Roar’ campaign at Pavilion Bukit Jalil on 9 January 2025. The four-day festival, running until 12 January 2024, has transformed the Piazza into a dynamic ‘Tiger Town,’ offering visitors a blend of cultural experiences, live entertainment, and exclusive brand collaborations.
The festive hub, created in partnership with Live Cafe Bar Tǎng Píng, features performances by popular artists 3P and Jeryl Lee, alongside interactive activities designed to encourage teamwork and celebration. Visitors participating in various challenges have the opportunity to win exclusive Tiger merchandise while embracing the festival’s theme of collective courage.
“Each year, Tiger celebrates the courageous journey of progress and connection, recognising that the support of fellow tigers makes every milestone significant. 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.”
Willemijn Sneep, Marketing Director of Heineken Malaysia Berhad
A highlight of the event is the unveiling of the Tiger x atmos x ButNotReally streetwear collection, marking a significant collaboration between three brands with distinctive heritage. The partnership brings together Tiger Beer’s 90-year legacy of brewing innovation, atmos’s influential presence in Tokyo’s streetwear scene, and ButNotReally’s homegrown creative spirit. Fashion enthusiasts can now find the limited-edition pieces at atmos stores in Sunway Pyramid, Mid Valley Megamall, and Genting Sky Avenue.
Extending beyond the physical celebration, Tiger Beer has launched a digital campaign inviting consumers to share their journey with friends through Instagram Stories using Tiger’s ‘Add Yours’ template. Participants who tag @tigerbeermy have the chance to win an exclusive NFC pendant from Zero Degrees, a Kuala Lumpur-based jewelry brand known for its innovative urban designs since 2020. The pendant allows winners to carry their cherished memories digitally.
The ‘Together We Roar’ campaign at Pavilion Bukit Jalil promises a unique blend of tradition, innovation, and community celebration as Malaysia welcomes the Year of the Snake. For more info, head over to HTTP://tigercny.tigerbeer.com
Promotions strictly limited to non-Muslims aged 21 and above.
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Photo credits: Heineken Malaysia Berhad and the author’s own
Published by Tim Chew
