Tiger Launches its 2023 Chinese New Year Campaign – ‘Cheers to Bold Beginnings’

On the 5th of January, I was invited by Tiger Beer Malaysia to attend their launch of its Chinese New Year Campaign – ‘Cheers to Bold Beginnings’ which took place at Tropicana Gardens Mall in Petaling Jaya. Tiger inspires fans to take a pause and celebrate past moments to re-energize their inner Tiger for an even bolder tomorrow with the launch of its campaign. 

A photo with the God of Fortune 'Choy San Yeh' and yes I eat gold bar for breakfast. Hahaha....

To kick it up a notch amongst Malaysian fans, Tiger introduced ‘Gan Gan Chong’, which means the spirit to breakthrough, as a blessing of boldness this CNY.

The Management Team of Heineken Malaysia Berhad at the Media Launch of Tiger's CNY Campaign for 2023 - Cheers to Bold Beginnings

Bringing this blessing to life, Tiger partnered with three homegrown artists - Dato Maw, Han Xiiao Ai and Danny Lee - to create a CNY song and music video, entitled ‘The Boldest Chase’. The three artists were chosen to represent the brand as they embody the same courageous spirit to boldly overcome the odds on their journey, as seen in some apt references in the song lyrics. The song is available on the campaign’s microsite, YouTube and Spotify.

Performance of 敢敢冲 'The Boldest Chase' CNY song at the media launch of Tiger CNY 2023 Campaign, Cheers to Bold Beginnings

‘The Boldest Chase’ is one of a kind that it invites consumers to interact with the content and win exclusive prizes. By tapping on the screen of mobile devices, or pressing the ‘T’ key on the desktop when they spot the lucky Tiger logo, viewers will be able to unlock the rewards. The music video was revealed at the campaign launch event that took place at the concourse area of Tropicana Gardens Mall, which has been transformed to depict the vibrant streets of Chinatown and included various interactive activities for consumers and shoppers to enjoy.

Tropicana Gardens Mall concourse area during the media launch

Bye bye to The Year of the Tiger!

Guests were treated to an energetic performance by the three artists upon checking out the interactive activities such as the ‘Trail of the Tiger’, ‘Roar Challenge’, ‘Gold Bar Challenge’, ‘Gan Gan Chong’ Dance Challenge, and ‘Lou-A-Fortune’ game where they got to take a pause and indulge in the festive spirit. These activities are available from now until 23rd January at Tropicana Gardens Mall, for consumers to experience and win exciting prizes.

April looks so happy playing the 'Lou-A-Fortune' game...

Guest attempting the interactive activities at the concourse area of Tropicana Gardens Mall during the media launch

With the energy at an all-time high, guests were then ushered to Extra Super Tanker Restaurant for dinner. There, they enjoyed an energising lion dance performance, a yee sang toss to commemorate the occasion and invite abundance for the Year of the Rabbit, as well as stage performances, all while celebrating bold beginnings with Tiger.

Yee sang toss at Extra Super Tanker Restaurant, Huat ah!

“Last year we roared together and made the best out of a challenging and disruptive year! This year we encourage our fans to have a bold courage to face the challenges of 2023 with the spirit of “Gan Gan Chong”. With our nationwide activations and promotions, we want our fans to take a moment to celebrate the joy of true togetherness to inspire a better Year of the Rabbit,” said Roland Bala, Managing Director of HEINEKEN Malaysia.

Lion dance performance at Tiger's CNY 2023 Campaign Media Launch

Tiger dance!

To find out more details on the Tiger CNY 2023 campaign, merchandise, promotions, contest and giveaways, check out https://tigercny2023.tigerbeer.com/, as well as Tiger’s social media pages at www.facebook.com/TigerBeerMY and www.instagram.com/tigerbeermy

As usual before I end my post, here's a reminder to all my readers – Remember not to drink and drive.
Grab an e-hailing ride or get a designated driver. Stay safe and cheers!!

.: Peace Out :.