Tiger Beer has kicked off its Chinese New Year (CNY) 2026 campaign, “Together We Roar” with a four-day on-ground festival Tiger Town from January 22 to 25, 2026 at LaLaport Bukit Bintang City Centre (LaLaport BBCC), Kuala Lumpur.
Back for its second year, the festive celebration, in partnership with atmos, has transformed the venue into a raw, energetic hub for the brand’s 敢敢冲 (Dare to Charge Forward) spirit.
The Tiger Town festival has expanded beyond Kuala Lumpur, and will make it way to Gurney Paragon Mall, Georgetown, Penang, across three days from February 13 to 15, 2026.
The LaLaport launch ceremony set the tone for the evening with Heineken Malaysia management team struck a ceremonial gong marking the official opening, followed by a display of Tiger rockets and firecrackers that lit up the night.
The event peaked with a lion dance performance, offering a traditional blessing of energy and good fortune for the year ahead.
Tiger Town reimagines the CNY gathering as an immersive, high-energy experience, bringing together live music, interactive challenges and a curated market in one space.
In Kuala Lumpur, the festival featured live performances by popular local artistes, 3P, Chang Yong and Joe Chang, with specially curated sets by An Livehouse. The lineup, blending cutting-edge performance with familiar anthems, created the defiantly joyful soundtrack for charging into the new year.
Beyond the stage, Tiger Town features themed games inspired by the Dare to Charge Forward spirit. Built on coordination, speed and teamwork, these squad-based challenges focus on reflexes and collaboration, turning friendly competition into shared moments of collective play.
Tiger Town also showcases the exclusive Tiger x atmos: Spirit of the Tiger collection. This collaboration with the Tokyo-based streetwear label fuses traditional Japanese calligraphy with bold graphic storytelling inspired by Asian street culture.
The collection translates the Dare to Charge Forward spirit into street-ready style and is available at Tiger Town, selected atmos retail stores and online.
“Tiger Town is about starting the year with courage.
“Chinese New Year is a time for coming together, and Tiger Town brings that spirit to life through music, games and shared moments, with Tiger Beer enjoyed as part of the celebration,” said Tiger Beer Malaysia marketing manager Julie Kuan.
For more information, visit Tiger Beer on Instagram and Facebook.
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.
