Tiger CNY Cheers to Bold Beginnings

敢敢冲! Gan Gan Chong! Enjoy today, enjoy every moment. Why chase for tomorrow if you never get to enjoy today? Had a great time at Tiger 2023 CNY Cheers to Bold Beginnings at Tropicana Gardens Mall followed by a scrumptious dinner at Extra Super Tanker Restaurant.

This Chinese New Year (CNY), 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 ‘Cheers to Bold Beginnings’ CNY campaign. 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.

Dato Maw, Han Xiiao Ai and Danny Lee

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.

Management Team of Heineken Malaysia Berhad at the launch 

‘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.

That evening, we 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.

CNY Dinner at Extra Super Tanker Restaurant

With the energy at an all-time high, we 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.

Roland Bala, Managing Director of HEINEKEN Malaysia

“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.

For more information about Tiger CNY Cheers to Bold Beginnings Campaign, merchandise, promotions, contest, and giveaways, please check out https://tigercny2023.tigerbeer.com/, as well as Tiger’s social media pages at www.facebook.com/TigerBeerMY and www.instagram.com/tigerbeermy.

Tiger Beer and all related promotions and activities are strictly for non-Muslims aged 21 and above only. HEINEKEN Malaysia advocates responsible consumption and urges consumers to not drink and drive.