Tiger Beer kicked off the Chinese New Year (CNY) with a statement: Tiger Town is back as a multi-day and multi-city event. The returning festival, now expanded to Penang, launched last night at LaLaport Bukit Bintang City Centre, transforming the space into a raw, energetic hub for the brand’s 敢敢冲 (Dare to Charge Forward) spirit. Now in its second year, Tiger Town runs in Kuala Lumpur through 25th January, before charging forward to Gurney Paragon Mall, Georgetown, Penang, from 13th to 15th February.
The launch ceremony set the tone for the evening. Members of HEINEKEN Malaysia’s management team struck a ceremonial gong, followed by a display of Tiger rockets and firecrackers that lit up the night, a contemporary nod to traditional festive rituals. The moment peaked with a powerful lion performance, offering a traditional blessing of energy and good fortune for the year ahead.
Tiger Town reimagines the CNY gathering as an immersive, high-energy experience, bringing together live music, interactive challenges, and a vibrant local market in one festive space.
Live performances are the engine of Tiger Town. In Kuala Lumpur, the stage is powered by the high-voltage energy of acts like the popular performance group 3P, festive favourite Chang Yong and the charismatic Joe Chang, with specially curated sets by An Livehouse. The lineup blends cutting-edge performance with familiar anthems, creating the defiantly joyful soundtrack for charging into the new year.
Beyond the stage, Tiger Town features themed games inspired by the brand’s 敢敢冲 (Dare to Charge Forward) spirit. Built on coordination, speed, and teamwork, these squad-based challenges focus on reflexes and collaboration, turning friendly competition into shared moments of collective play.
Developed with Lesgo Market, the curated market surrounds the main stage, showcasing local makers and eateries that reflect the same grassroots spirit Tiger champions. Anchored in local creativity and craft, the market adds depth to the experience while grounding Tiger Town in a sense of community.
Tiger Town also features the exclusive Tiger x atmos: Spirit of the Tiger collection. This collaboration with the Tokyo streetwear label fuses traditional Japanese calligraphy with bold, graphic storytelling inspired by the raw energy of Asian street fronts. The collection translates the 敢敢冲 (Dare to Charge Forward) spirit into street-ready style and is also available at selected atmos retail stores, and online.
“Tiger Town is about starting the year with courage,” said Julie Kuan, Marketing Manager of Tiger Beer Malaysia. “Chinese New Year is a time for coming together, and Tiger Town brings that spirit to life through music, games and shared moments, with Tiger Beer enjoyed as part of the celebration.”
Tiger Town continues at LaLaport Bukit Bintang City Centre until 25th January 2026, before moving to Gurney Paragon Mall, George Town, Penang, from 13th to 15th February 2026.
Consumers can pre-register for general admission tickets here. For more information on Tiger Town, consumers can follow the brand on Instagram and Facebook for updates. All promotions are subject to Terms and Conditions and available while stocks last.
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 to not drink and drive.
