Tiger Beer brings street heat to Chinese New Year with atmos and live music

Tiger Beer Malaysia is leaning into street culture and live music to inject fresh energy into Chinese New Year 2026, signalling a shift away from purely traditional festive tropes towards experiences rooted in contemporary Asian creativity.

At the centre of the brand’s CNY push is a renewed collaboration with Tokyo-based streetwear label atmos, marking the duo’s most ambitious partnership to date. The Tiger x atmos, Spirit of the Tiger collection draws inspiration from Japanese izakaya culture and Asian street storefronts, blending traditional calligraphy with bold, graphic storytelling. The collaboration reflects Tiger’s festive rallying call of 敢敢冲, (Dare to charge forward), a theme that speaks to momentum, confidence and looking ahead.

Anchoring the collection is a statement Chinese Sam Fu–style denim jacket, featuring intricate back embroidery inspired by the 'Tora no Maki', or Tiger scroll, a traditional motif associated with strength and discipline. Designed as a modern layer for festive gatherings, the piece bridges heritage symbolism with everyday wearability. The wider apparel line includes graphic T-shirts, boxy work shirts, cropped tees, jackets and jerseys, all carrying calligraphic artwork and co-branded design elements.

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Julie Kuan, marketing manager of Tiger Beer Malaysia, said the collaboration reflects how the brand is rethinking its role during Chinese New Year. Rather than focusing solely on nostalgia, the brand is tapping into how younger consumers express identity and celebrate together today. She noted that the collection channels the Tiger mindset through culturally rooted streetwear that resonates with those who already embody that energy as they step into the new year.

From atmos’ perspective, the partnership continues an ongoing creative exchange grounded in a shared appreciation for Asian culture. Nelson Tan, brand manager of atmos Malaysia, said the overlap between both brands made it natural to explore traditional references such as calligraphy and illustration through a streetwear lens.

Beyond fashion, Tiger Beer is also extending its festive presence into live, on-ground experiences. The Tiger x atmos collection will be showcased at Tiger Town, the brand’s Chinese New Year festival concept, which kicks off at LaLaport Bukit Bintang City Centre from 22 to 25 January before heading to Gurney Paragon Mall in Penang from 13 to 15 February. The event combines food, interactive activities and live performances by local acts including 3P and Chang Yong, positioning music as a key driver of communal celebration.

Earlier this week, as part of its collaboration with 3P, the beer brand rolled out a vibrant Chinese New Year greeting video that encourages audiences to strike boldly and charge forward into prosperity. Set against a backdrop of colourful, electrifying motifs, the trio delivers punchy four-word festive wishes, bringing Tiger Beer’s "Dare to charge forward" spirit to life.

Alongside streetwear and events, Tiger Beer continues to roll out a range of festive collectibles that reinterpret CNY traditions through contemporary design. The brand has partnered Malaysian calligraphy artist Jameson Yap, whose 'River stroke' technique blends heritage with modern expression, to create ceramic plates, mugs and a four-player mahjong set featuring bold calligraphic designs. A Tiger x atmos poker set also makes its debut this season, offering a street-inspired twist on a familiar festive ritual.

These collectibles form part of a broader nationwide rewards programme spanning supermarkets, eateries, bars, convenience stores and e-commerce platforms, with prizes ranging from limited-edition tableware to cash vouchers and electronics. While secondary to the brand’s experience-led strategy, the rewards reinforce the brand’s aim to stay present across multiple touchpoints during the festive period.

Taken together, Tiger Beer Malaysia’s CNY 2026 campaign signals a deliberate move towards culture-first storytelling. By blending streetwear, music and modern Asian design, the brand is positioning Chinese New Year not just as a moment of tradition, but as a platform for self-expression, connection and charging forward into the year ahead.

This year’s Chinese New Year campaign builds on Tiger Beer Malaysia’s existing festive platform, “Together, we roar,” which returns with renewed creative energy and flair. Launched last CNY, the platform invited consumers to come together and celebrate with their tribe, championing the spirit of community and honouring the people who have supported them along the way.

The platform came to life through on-ground activations, promotions and exclusive collaborations, including the inaugural Tiger Town experience. For this festive season, Tiger Town returns with giveaways, food, craft offerings and live music performances by local acts such as 3P and Jeryl Lee. The activation, held in collaboration with live café bar Tǎng Píng, takes place at Piazza, Pavilion Bukit Jalil, continuing Tiger’s focus on shared moments and communal celebration.


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