In welcoming a roaring Chinese New Year, Tiger Beer and street wear brand Pestle & Mortar Clothing (PMC) launched an NFT (non-fungible token) collection of Lucky Tigers to welcome the Year of the Tiger.
The launch is a key part of Tiger Beer’s ‘The Year of Your Tiger’ campaign, designed to ignite a movement that encourages people everywhere to set aside their fears and achieve bold ambitions in 2022.
Dubbed ‘The Tiger Archives’, the collection of NFTs features PMC’s take on Chinese archival tiger artwork, inspired by Tiger Beer’s bottles through the years, each unique and fully drawn by hand.
The Tiger Archives will be open for public mint on Jan 30, 2022.
Proceeds from The Tiger Archives will go towards supporting local musicians and artists throughout 2022, the Year of the Tiger.
Tiger Beer global brand director Sean O’Donnell said, “The Year of the Tiger is the perfect opportunity for us all to embody the symbolic power of the Tiger, and uncage our bold ambitions for the year ahead. The Tiger Archives is the perfect realization of this. These Lucky Tigers are unique, progressive and stunningly created. By sharing proceeds from The Tiger Archives with local musicians and artists, we hope to support creatives to realize their bold ambitions in 2022.”
Tiger Beer Malaysia marketing manager Joyce Lim said its year-long campaign starts with the lunar new year and this year being the Year of the Tiger is very special for the brewery as it was an occasion that only comes once every 12 years.
“Through this, we want to encourage people to uncage their inner tiger and go all out 2022. This foray into NFTs showcases the brand’s roaring spirit, and we hope to continue breaking boundaries with our long-standing partner, PMC,” she said.
PMC founder Hugh Koh said one of the its main drivers for ‘The Tiger Archives’ is to educate newcomers into the metaverse and illuminate this space for its community.
“We want to show how the metaverse enables endless possibilities, and are excited for our community to join us on this adventure,” he said.
A preview of the NFT artwork and photos from The Tiger Archives’ pop up in Kuala Lumpur can be found here: https://bit.ly/3rOD0XD
