Anchored by the rallying call of 敢敢冲 – Dare to Charge Forward – Tiger Beer Malaysia unveils its Chinese New Year 2026 programme, blending contemporary Asian design, cultural symbolism, and nationwide consumer activations.
As Chinese New Year approaches, Tiger Beer Malaysia has unveiled the first chapter of its CNY 2026 celebrations, reinforcing a message it has steadily built over recent years – moving forward with confidence, purpose, and shared momentum. Framed around the phrase 敢敢冲, or Dare to Charge Forward, the campaign positions the festive season as a moment not only for reunion and celebration, but also for bold intent as a new year begins.
Drawing on familiar Chinese New Year values such as ambition, wellbeing, harmony, and prosperity, Tiger’s CNY 2026 direction seeks to reinterpret tradition through a contemporary Asian lens. Rather than relying on nostalgic cues alone, the brand leans into modern creativity and design collaborations that reflect how younger, urban audiences experience the festive period today.
At the heart of this year’s creative expression is a collaboration with Malaysian contemporary calligraphy artist Jameson Yap. Known for his River Stroke (流書) technique, Yap’s work bridges classical calligraphic form with fluid, expressive movement. For Tiger, his calligraphy reimagines auspicious themes commonly associated with Chinese New Year, translating them into striking visual statements that feel modern while remaining culturally grounded.
These designs form the centrepiece of Tiger’s 2026 festive collectibles range. Created for homes that celebrate with personality and intention, the collection includes ceramic plates, ceramic mugs, and a four-player mahjong set, each adorned with Yap’s custom calligraphy. The plates and mugs are released in five designs, including a mystery edition aimed at collectors seeking to complete the full series across multiple redemptions. The result is a set of items intended not just as promotional rewards, but as keepsakes designed to be displayed, shared, and returned to year after year.
PROUDLY PARTNERED
Alongside this local artistic collaboration, Tiger continues its partnership with atmos, the Tokyo-based streetwear label widely recognised for its influence across Asian sneaker and street culture. atmos brings a distinctly urban, street-style sensibility to Tiger’s festive programme, complementing the brand’s broader push to champion contemporary Asian creativity. The collaboration reflects Tiger’s intent to remain culturally relevant across markets where street culture, design, and self-expression increasingly shape brand engagement.
A key highlight of this partnership is the debut of the Tiger x atmos Poker Set, launched for the first time this Chinese New Year. Combining atmos’ design language with a familiar festive pastime, the set offers a streetwear-inspired reinterpretation of a traditional CNY activity. It also serves as an early preview of a wider Tiger x atmos collaboration scheduled to roll out later in the festive season, signalling further creative extensions to come.
To bring the programme to consumers nationwide, Tiger Beer Malaysia has rolled out a broad range of promotions and redemption mechanics across multiple retail and on-trade channels. At participating coffee shops, food courts, and Chinese restaurants, consumers purchasing big bottles of Tiger Beer, Tiger Crystal, or selected beers under HEINEKEN Malaysia’s portfolio can check under bottle caps for prize indicators.
Selected caps may be redeemed for a 10g 999.9 Tiger Gold Ang Pao valued at RM6,200+, while collectors who gather six limited-edition caps, including at least one from Tiger Crystal, may redeem a calligraphy ceramic mug. Redemptions for this channel are managed via a dedicated hotline operating daily from 3 pm to 11 pm.
PROGRAMME DETAILS
In supermarkets, hypermarkets, and the HEINEKEN Official Stores on Lazada and Shopee, shoppers who spend RM138 and above on Tiger Crystal, Tiger Soju Flavoured Lager, or selected HEINEKEN Malaysia beers can redeem a calligraphy ceramic plate. Those seeking a more substantial keepsake can redeem the limited-edition mahjong set with a RM588 spend in physical stores or RM688 online, inclusive of at least one carton of Tiger Crystal.
Restaurants, pubs, and bars also form part of the activation. Customers spending RM90 and above on selected Tiger and HEINEKEN Malaysia beers stand a chance to win the Tiger x atmos Poker Set or RM88 in TNG eWallet credit, with receipt entries weighted based on bottled or draught purchases.
Additional activations extend to convenience stores and 99 Speedmart outlets, where prizes range from a Samsung Galaxy Z Fold 7 to cash vouchers and a Tiger rummy set. Entries for selected promotions can be submitted via the official Tiger Chinese New Year microsite.
Through this multi-layered programme, Tiger Beer Malaysia positions CNY 2026 as both a cultural celebration and a creative platform – one that reflects contemporary Asian identity while encouraging consumers to step into the year ahead with confidence and collective spirit.
