Tiger Beer set to make CNY a global phenomenon

Asian beer brand, Tiger Beer, has undertaken an ambitious movement to get the world in on Chinese New Year (CNY) with #SayItWithTiger campaign.

Five days into the campaign, it has picked up momentum with global celebrities from Liam Hemsworth, Diego Costa, Emily Ratajkowski and Chris Bosh, to name a few, doing their best version of an authentic Chinese New Year greeting on

This social media-led campaign, supported across digital, social and retail channels, features a key visual developed in collaboration with critically acclaimed artist James Jean (USA), typographer Rizon Paerin (BEL) and the creative practice at TSLA led by chief creative officer, Hanyi Lee.

As China’s dominance on the global stage continues to grow, so does the impact and reach of its most culturally significant festival – Chinese New Year. An approximate 50 million ethnic Chinese living outside of mainland China throng streets and malls in far-flung cities in celebration during this period – further perpetuating this rippling effect.

“#SayItWithTiger was founded on authentic social media behavior, and is driven by a desire to relook the ways of expression during the festivities. Opening up this exchange of greetings on an international stage is a warm invitation for other cultures into ours,” Hanyi Lee, TSLA’s chief creative officer, said.

TSLA’s team in Shanghai was also tapped on for social and influencer management to give the campaign maximum amplification on WeChat and Weibo.

“Chinese New Year is one of the most important festivals in Asia, and greetings play a very big part in these celebrations. As Asia’s premium beer brand, we want to take a bold stand to champion Chinese New Year in Asia and beyond, by rallying the rest of the world in this one shared greeting.” Mie-Leng Wong, global director, Tiger Beer at Heineken Asia Pacific Breweries, said.

#SayItWithTiger runs until the end of Chinese New Year.

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