Tiger Beer unleashes first-ever lion dance troupe to spread CNY cheer across SG

Tiger Beer is turning up the festive cheer this Chinese New Year (CNY) with its first-ever lion dance troupe, the 'Huat Squad', and a series of digital greeting videos designed to spread good fortune islandwide. The campaign taps into both traditional celebrations and the digital rituals that define modern CNY.

The 'Huat Squad' features five lions, each representing one of the five blessings Singaporeans wish for during the Lunar New Year: longevity, wealth, health, kindness and peace. Tanya Lubis, marketing manager at Tiger Beer, said the troupe was inspired by the traditional concept of 五福临门, meaning “five blessings arrive at the door.”

“It’s Tiger’s way of reimagining a familiar tradition and localising it for Singapore. By unleashing the five Huats across the island, we bring these wishes to life for people to experience and celebrate together,” she added.

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From 30 January to 15 February, the troupe will make appearances at six Tiger Beer festive roadshows across the island, bringing the sights and sounds of CNY to supermarkets and neighbourhood kopitiams ('traditional coffee shops'). Early shoppers also receive exclusive perks, including two cans of Tiger radler mandarin and honey and a limited-edition Huat ('prosperity') coin.

Complementing the in-person festivities, Tiger has launched “Send the Huat”, a digital experience that turns every festive greeting into a chance to win prizes. Lubis said Send the Huat plays a complementary role in Tiger’s overall CNY strategy, extending the festive experience beyond physical activations.

“Consumers enjoy sending well wishes during festive occasions, so we created customised, tongue-in-cheek Tiger-branded videos that are easy to share, while keeping Tiger top of mind. The more greetings you send, the more chances to win instant prizes, and anyone of legal drinking age can take part—no purchase required,” she explained.

Prizes include a home visit from the Huat Squad, over SG$15,000 in supermarket vouchers, limited-edition gold-plated Tiger coins, and free spins at Tiger’s supermarket roadshows.

Beyond the reunion dinner table, Tiger is bringing CNY cheer into everyday rituals. Roadshows at supermarkets let shoppers win cash prizes and limited-edition merchandise, while kopitiam activations feature festive bak kwa ('dried meat') and Tiger merchandise redemption with beer purchases.

“These activations reflect Tiger’s belief in moving tradition forward, staying true to our roots while finding new ways to bring people together,” Lubis said. “By showing up in familiar spaces and rituals, we continue to reinforce our position as Singapore’s most iconic homegrown beer, while keeping the experience fresh and relevant.”

Looking ahead, Tiger is exploring ways to convert festive engagement into long-term loyalty. Lubis noted that ongoing initiatives throughout the year, powered by Tiger’s digital platform Drinkies, will embed the brand into everyday moments of celebration, encouraging repeat engagement rather than one-off interactions.

Beyond Singapore, Tiger is also pushing Chinese New Year 2026 in Malaysia through a culture-driven campaign. Central to the effort is a renewed collaboration with Tokyo-based streetwear label atmos, producing the Tiger x atmos "Spirit of the Tiger" collection.

The line, which includes calligraphy-inspired denim jackets and graphic tees, blends traditional motifs with contemporary streetwear, reflecting Tiger’s theme of “Dare to charge forward”. The collection will be showcased at Tiger Town festivals in Kuala Lumpur and Penang, alongside live music and interactive experiences, signalling a shift towards experience-led, culturally rooted celebrations.

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