Tiger Beer and STB inaugural collaboration in Japan draws over 38,000 visitors

Tiger Beer has unveiled a TIGER ROAR: YŪKI EDITION event in Japan, held in partnership with Singapore Tourism Board (STB). The event was part of the brand’s marketing efforts in Japan on its YŪKI platform, marking the second anniversary of introducing Tiger Beer to the country. This also marks as the first time the iconic Singaporean beer and STB ventured out of Singapore together since inking a two-year marketing partnership in June 2019.

The Heineken Asia Pacific Export team worked with GOVT Singapore to conceptualise and produce the event which is to be held between 1 and 4 November, drew a total of over 38,000 visitors across four days. Visitors were entertained by 10 Tiger RAW artists from Singapore and Japan to showcase their unconventional talents.

One of the highlights was an exclusive menu specially created by Tiger Beer’s global chef Aaron Wong, in collaboration with Japanese Chef Sakura Akimoto. Other interesting collaborations include the pairing of Japanese unorthodox watercolourist, Yoshitaka Nishigaki with Singaporean Polymath artist, Messymsxi. The two teamed up to create The Little Red Dot artwork that symbolised the similarities and differences of both countries, that were sold as exclusive limited edition Tiger Beer bottles.

The duo also further collaborated with Amos Ananda Yeo, a Singaporean fashion designer, to create the limited edition Little Red Dot apparel that includes tees and bomber jackets to be sold exclusively at the event. TIGER ROAR: YŪKI EDITION further introduced Japan to a new way of drinking Tiger draft beer with the BLADE machine which is a new counter-top system made for small spaces.

Johnny Tan, Japan market lead for Heineken Asia Pacific Export said TIGER ROAR: YŪKI EDITION is the epitome of what Tiger Roar represents. “There is a tiger in all of us, and we just need the right platform to uncage it. A huge thank you to Singapore Tourism Board and the Global Tiger Brand Team for their belief, support and partnership spirit. A huge congratulations to the entire Japan working team and all the Raw talents for a very successful event,” he added.

In March this year, Tiger Beer, in partnership with GOVT’s sister agency THE LAB, launched a brand video and website. This comes following its pop-up bar concept in Japan the month before. The film features four artistes as the main characters of the Trade Activation Platform, 2019 YŪKI platform in Japan. These activations will focus on allowing its Japanese consumers and business partners to be introduced to Tiger Beer in a curated human experience.

(Read also: Breaking new ground: How Tiger Beer aims to penetrate Japan)

Credit List
Client: Heineken Asia Pacific Export – Tiger Beer Japan
Japan market lead: Johnny Tan
Regional marketing manager: Meryl Ho
Regional assistant marketing manager: Yun Xuan Ng

GOVT
Business lead and executive producer: Leon Lai
Creative director: Kevin Poh
Creative group head and head of art: Zac Tan
Art director: Joan Chong and Melissa Tan
Copywriter: Nicole Sze
Regional account manager and Japan market manager: Yilin Goh
Regional senior account executive: Christine Tsai
Regional account executive: Nicole Lim
Social media manager: Nicolette-Clare Ong
Social media executive: Hazel Lim
Content manager: Charissa Kow
Content executive: Hari Tris