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

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

Tiger rallies Malaysians to take a pause, celebrate and re-energize for an even bolder tomorrow this Chinese New Year.

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Life’s small wins are often left unacknowledged in the daily hustle of chasing after tomorrow.

This Chinese New Year (CNY), Tiger inspires fans to 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 break through, as a blessing of boldness this CNY. 

Guest attempting the interactive activities during the media launch of Tiger CNY 2023 Campaign, Cheers to Bold Beginnings. (Pix: Heineken Malaysia)

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. 

Guests take turns posing with Choy San Yeh, the Chinese God of Prosperity. (Pix: Fernando Fong)

‘The Boldest Chase’ is one of a kind that invites consumers to interact with the content and win exclusive prizes.

Viewers can unlock the rewards by tapping on the screen of mobile devices or pressing the ‘T’ key on the desktop when they spot the lucky Tiger logo.

The music video was revealed at the campaign launch event at the concourse area of Tropicana Gardens Mall.

Lion dance performance at Tiger’s CNY 2023 Campaign Media Launch. (Pix: Heineken Malaysia)

The mall has been transformed to depict the vibrant streets of Chinatown and includes various interactive activities for consumers and shoppers to enjoy. 

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 take a pause and indulge in the festive spirit.

These activities are available until 23 January at Tropicana Gardens Mall for consumers to experience and win exciting prizes.

Tiger launching its 2023 CNY campaign at Tropicana Gardens Mall. (Video: Travel with kucha)

With the energy at an all-time high, guests were ushered to Extra Super Tanker Restaurant for dinner.

There, they enjoyed an energising lion dance performance; yee sang toss to commemorate the occasion, invite abundance for the Year of the Rabbit, and stage performances, all while celebrating bold beginnings with Tiger. 

Last year, we roared together and made the best out of a challenging and disruptive year! This year we encourage our fans to have the bold courage to face the challenges of 2023 with the spirit of “Gan Gan Chong”.

Heineken Malaysia Managing Director Roland Bala on celebrating the joy of true togetherness to inspire a better Year of the Rabbit.
Managing Director Roland Bala addressing the guests at the Tiger CNY 2023 campaign Media Launch. (Pix: Heineken Malaysia)

For more information on the Tiger CNY 2023 campaign, merchandise, promotions, contest and giveaways, check out Tiger’s webpage and social media pages at and

Tiger Beer and all related promotions and activities are strictly for non-Muslims aged 21 and above.

Heineken Malaysia advocates responsible consumption and urges consumers not to drink and drive.

Guests giving a toast at the Tiger CNY 2023 campaign Media Launch. (Pix: Fernando Fong)

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