Tiger Beer is kicking off its Chinese New Year (CNY) celebrations with Tiger Town, the brand’s signature on-ground festival that brings together live music, food and cultural experiences.
Tiger Town will take place at LaLaport Bukit Bintang City Centre from Jan 22 to 25, 2026 before heading to Gurney Paragon Mall, George Town, Penang, from Feb 13 to 15, 2026.
The activation will feature live performances by popular local artistes 3P and Chang Yong, alongside food, interactive activities and on-the-ground experiences.
As part of its CNY campaign, Tiger has also partnered with Tokyo-based streetwear label atmos for a CNY streetwear collaboration inspired by Asian street culture.
The Tiger x atmos: Spirit of the Tiger collection, which is available at Tiger Town explores traditional Japanese calligraphy and manuscript-style typography, paired with bold graphic storytelling.
The overall concept is inspired by Japanese izakaya culture and the energy of Asian street storefronts, creating a setting that feels raw, cultural, and contemporary. Reflecting Tiger’s CNY theme of 敢敢冲 (Dare to Charge Forward), the collection creates a dialogue between heritage and modernity, centred on wearable silhouettes designed for the festive season.
Anchoring the collection is a Chinese Sam Fu denim jacket, featuring detailed back embroidery inspired by the Tora no Maki (Tiger Scroll), a traditional motif associated with strength, discipline, and spirit. Designed as a statement layer for CNY gatherings, the jacket blends cultural symbolism with everyday wearability.
The apparel range also includes Graphic T-shirts, Boxy Work Shirts, Jacket, Cropped Tees and Statement Jerseys, each incorporating calligraphic artwork and co-branded design details.
The Tiger x atmos: Spirit of the Tiger collection will beavailable at Tiger Town on Jan 22 in LaLaport Bukit Bintang City Centre and Feb 13 in Gurney Paragon Mall, George Town, Penang. The collection will also be available from Jan 16 January at selected atmos stores, including Mid Valley Megamall, Sunway Pyramid, Genting Sky Avenue, and Pavilion Kuala Lumpur, as well as online at www.atmos-kl.com.
Beyond apparel, the collaboration introducesthe first-ever Tiger x atmos poker set. This collectible transforms the calligraphic art into a centerpiece for the social ritual during gatherings, channeling the 敢敢冲 (Dare to Charge Forward) spirit.
Customers who spend RM90 and above on Tiger Beer, Tiger Crystal, Tiger Soju Flavoured Lager, or other selected Heineken Malaysia beers at participating restaurants, pubs and bars, stand to win a Tiger x atmos Poker Set or RM88 TNG eWallet credit.
To participate, customers can submit entries at tigercny.tigerbeer.com. Alternatively, fans can also look out for special giveaways on Tiger and atmos social channels.
Tiger Beer Malaysia marketing manager Julie Kuan said Chinese New Year has always been a time when people look ahead with intent.
“This collection reflects that Tiger mindset through bold, culturally rooted streetwear designed to resonate with those who already carry that energy as they celebrate the season in their own way,” she said.
Atmos Malaysia brand manager Nelson Tansaid the collaboration with Tiger has been an ongoing creative exchange to bring a street-style lens to Tiger’s festive direction.
“There’s a natural overlap in how both brands look at Asian culture, and this collection gave us the opportunity to explore those references through calligraphy, illustration and streetwear silhouettes,” he said.
Tiger Beer and all related promotions and activities are strictly for non-Muslims aged 21 and above only. Tiger Beer advocates responsible consumption and urges consumers not to drink and drive.
