Tiger Beer, officially launched a two day showcase, The Tiger Trading Co. in New York City. The showcase is a retail pop-up with modern art, fashion, technology and designs of Asia located in the heart of Chinatown.
The Tiger Trading Co. was conceptualised as part of the brand’s initiatives to present the modern face of emerging Asia. This is in line with its Uncage ethos, seeking to inspire people, regardless of whereabouts, to embody the courage and entrepreneurial spirit of Asia.
The showcase opened to the public on Tuesday this week on 343 Canal Street, and is by far the most valuable discount store Chinatown has seen. Ranging from one-of-a-kind art prints to limited edition sneakers to the latest in digital technology, every item has been taken from Asian and Asian-American creators to be put on sale. Special entry coasters have been given out in surrounding bars, and each coaster can be redeemed for one item from The Tiger Trading Co.
Director of International Brands at Tiger Beer, Mie-Leng Wong said, “When we embarked on this journey, we found that too often, ‘Made-in-Asia’ is associated with Chinatown and the stereotype of low-quality Asian goods. As the number one premium beer in Asia, we want to show New York – and the world – that true innovation and creativity now exemplifies ‘Made-in-Asia’. We invite New Yorkers to explore and discover the best in contemporary Asia for themselves, and uncage their existing perceptions.”
Celebrating Asian creativity and entrepreneurial spirit, Tiger Beer highlighted items from some of the best designers and artists, including Mighty Jaxx from Singapore, Goods of Desire from Hong Kong, Decoster from Shanghai, and Mekong ++ in Vietnam. In addition, Singaporean hawker Michael Ker and Thai chef James Syhabout served samplings of Asian street food, paired with Tiger Beer.