Tiger Beer has officially expanded and launched its brand in Roppongi, Tokyo, Japan. To complement its launch, a pop-up bar Tiger Yüki was introduced, featuring creative initiatives in the fields of art, music, and food from both Singapore and Japan.
The pop-up bar was designed with the aim of empowering artists, musicians and chefs to “uncage” their courage, and collaborate on creative partnerships that showcase the best of their craft. This follows its “Uncage Hereos” campaign launched globally earlier this year.
According to Samson Wong, managing director, Asia Pacific Breweries Singapore, Tiger Beer and Singaporean street food go hand in hand. The brand saw this as a perfect opportunity to introduce Singapore’s local street food hero to Japan. This saw Tiger Beer inviting Tan Wee Yang, owner of the Ah Tan Wings, to represent the best flavours of Singaporean street food. Together with Japanese chef Shoichi Ueda, Tan will be creating har cheong gai (prawn paste) rice burgers for the event launch of the brand.
“Our local hawker collaborating with a Japanese chef on an exciting component of our launch event is an example of how Tiger Beer uncages creativity and courage to forge new bonds and unite people across cultures. Together, we will uncage Tiger Beer in Japan, sharing our messages of creativity and inspiration in a distinctly Singaporean fashion,” Wong added.
Tiger Beer’s “Uncage Heroes” campaign was launched globally across 13 markets such as Singapore, Malaysia, and Japan among others earlier this year. This campaign placed focus on young creatives from diverse fields such as dance, technology, fashion, art and food whose bold approach to their craft have also served a good cause.