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Tiger Beer unveils 'The Golden Son'

Tiger Beer unveils 'The Golden Son'

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Tiger Beer has unveiled its latest global campaign titled “The Golden Son” which features its tiger brand ambassador, Son Heung-Min. The campaign was kickstarted in celebration with the start of this year’s football season which rolled out last weekend.

"The Golden Son" honours Son's most recent feat in May, when he became the first Asian player to win the Premier League's Golden Boot after tallying 23 goals in a single league campaign. This elevated him to the status of one of the best footballers in the history of the sport.

Tiger Beer’s campaign builds on its year-long "Year of Your Tiger" platform, which debuted at the start of the Lunar New Year. The campaign hopes to inspire people everywhere to dream big in the Year of the Tiger by sharing Son’s success story of defying all challenges and who has promised to chase his own boldest ambitions this year.

“The Golden Son” will be screened globally starting in Vietnam, Cambodia, Singapore, Korea, Malaysia, and Myanmar.

Commenting on Son’s feature in Tiger Beer’s latest campaign, Sean O’Donnell, global brand director explained: “Tiger Beer was born in Singapore, defying the odds by brewing a high-quality beer in the tropics when others said it was impossible to do so. Similarly, Son started out as an unknown Asian player who is now celebrated around the world.”

“He encapsulates our belief that everyone has an inner Tiger that’s ready to be uncaged, and that ‘boldness finds a way',” he added.

Cyril Louis, executive creative director at Publicis Groupe, said: “Football is a huge passion point in Asia, with over one billion fans. Son’s story transcends football – we think the boldness of his journey will inspire everyone about what it takes to be on a world stage. Working with Son to share his story has been an absolute honour.”

Son, official tiger brand ambassador, said: “As a child, I dreamed of playing for a top European football club, and I am so happy to be able to achieve more than I thought in the Year of the Tiger. I’m proud to be partnering with Tiger Beer once again to remind everyone to stay true to their dreams and keep going – no matter what.”

When Son was 23 years old, he entered Europe's top club tournament in 2015. He eventually rose to the position of the highest-scoring Asian in the Champions League, the first Asian to earn the Golden Boot, and captain of the South Korean football team.

Son was appointed as the official Tiger Beer brand ambassador in January this year.

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