As we all know, Chinese New Year has always been about new beginnings. This festive season, Tiger Beer x atmos, a Tokyo-based streetwear label, return with a collaboration that doesn’t just nod to tradition. It charges straight through it. By blending calligraphy, cultural symbolism, and street-ready silhouettes, this Spirit of the Tiger collection captures the fearless momentum of Tiger’s CNY rallying cry: 敢敢冲 (Dare to Charge Forward).
A Fusion Of Heritage And Street Culture
The 2026 Tiger beer x atmos collaboration is rooted in a shared love for Asian street culture. Drawing inspiration from Japanese izakaya culture and the visual energy of Asian storefronts, the collection embraces a raw, lived-in aesthetic.
Calligraphy and manuscript-style typography anchor the visual identity of the range, transforming traditional art forms into wearable storytelling. The result is a collection that feels culturally grounded yet refreshingly modern. Wouldn’t this be perfect for those who celebrate Chinese New Year with their own style?
The Sam Fu Denim Jacket: A Modern CNY Icon
At the heart of the collection is a standout piece designed to turn heads at any reunion dinner: the Chinese Sam Fu denim jacket. Featuring intricate back embroidery inspired by the Tora no Maki (Tiger Scroll), the jacket symbolises strength, discipline, and inner spirit. These are the qualities deeply tied to both the tiger motif and the Lunar New Year.
Designed as a statement layer, it bridges ceremonial symbolism with everyday wearability, proving that festive fashion doesn’t have to stay formal or predictable.
Streetwear Staples With Cultural Edge
Beyond its hero piece, the Spirit of the Tiger collection expands into a full streetwear lineup. Graphic T-shirts, boxy work shirts, jackets, cropped tees, and statement jerseys round out the range, each infused with co-branded details and expressive calligraphic artwork.
Every piece is designed with movement in mind, made to be worn from open-house visits to late-night gatherings, while still carrying the bold energy of the season.
Poker, Parties, And Tiger Town
The collaboration goes beyond apparel with the launch of the first-ever Tiger x atmos poker set. It’s a money-can’t-buy collectible that reimagines traditional CNY social rituals through modern design. Available through selected bars and restaurants, consumers who spend RM90 and above on selected Tiger and HEINEKEN Malaysia beers also stand a chance to win the set or RM88 in Touch ’n Go eWallet credit.
The collection will also make its way to Tiger Town, Tiger Beer’s Chinese New Year on-ground festival, happening at LaLaport Bukit Bintang City Centre from 22–25 January, before heading to Penang’s Gurney Paragon Mall in February. With live performances, food, and brand experiences, Tiger Town brings the Spirit of the Tiger to life, on and off the runway.
The Tiger x atmos: Spirit of the Tiger collection launches on 16 January 2026, available at selected atmos stores including Mid Valley Megamall, Sunway Pyramid, Genting Sky Avenue, Pavilion Kuala Lumpur, and online at atmos-kl.com.
