Ahead of the Chinese New Year festivities, Tiger Beer marked the lead-up to the season by hosting an intimate gathering with editors-in-chief and senior leaders from Malaysia’s media community at The Tavern in Heineken Malaysia.
Held before the peak of celebrations, the evening reflected Chinese New Year as a time to reconnect, exchange perspectives, and look ahead together. Set around a shared table, the gathering was framed by Tiger Beer’s Chinese New Year direction of 敢敢冲 (Dare to Charge Forward), which shapes the brand’s presence throughout the festive period.
“The lead-up to Chinese New Year is always about coming together before everything gets busy,” said Sean O’Donnell, Marketing Director of Heineken Malaysia. “This open house was our way of starting the season in conversation, sharing a moment with our media partners and setting the tone for the weeks ahead.”
The open house took place as Tiger Beer’s Chinese New Year campaign rolled out nationwide, bringing the festive season to life through on-ground gatherings, creative collaborations, and conversations extending onto platforms such as WhatsApp, where people already connect during the festive period. From the return of Tiger Town to new festive collectibles and partnerships that blend tradition with contemporary Asian expression, the season reflects Tiger Beer’s approach to celebrating Chinese New Year in a way that feels current and collective.
Tiger Beer and all related promotions and activities are strictly for non-Muslims aged 21 and above only. Tiger advocates responsible consumption and urges consumers not to drink and drive.
