Chinese New Year has always been about renewal. But this CNY 2026, Tiger Beer is asking Malaysians to do more than just welcome the year. It is challenging them to charge into it. With a fresh interpretation of festive traditions, Tiger Beer’s Chinese New Year 2026 campaign embraces the spirit of 敢敢冲 (Dare to Charge Forward).
A New Language For Chinese New Year
Tiger Beer’s CNY 2026 direction is rooted in values long associated with the season, ambition, prosperity, togetherness, but expressed through a sharper, more progressive lens. The campaign marks the first reveal in Tiger’s Chinese New Year line-up. This sets the tone for a festive season that blends tradition with contemporary Asian creativity.
At the heart of this vision is Tiger’s collaboration with Malaysian contemporary calligraphy artist Jameson Yap, whose signature River Stroke (流書) technique bridges heritage and modern expression. His bold calligraphy reimagines familiar Chinese New Year themes.
From Calligraphy To Collectibles Designed To Be Shared
The 2026 festive collection is crafted not just as décor, but as conversation pieces. Tiger introduces a range of limited-edition collectibles including ceramic plates, mugs, and a four-player mahjong set. They each adorned with Jameson Yap’s custom calligraphy.
The plates and mugs feature five CNY-inspired designs, including a mystery edition that adds a collector’s edge to the experience. Designed to be displayed, shared, and remembered, these pieces reflect Tiger’s intent to make celebration more personal.
When Street Culture Meets Tradition: Tiger x atmos
Adding another layer to its festive narrative, Tiger continues its collaboration with atmos, the Tokyo-based streetwear brand known for its influence across Asian sneaker and street culture. This partnership injects a modern, urban energy into Tiger’s Chinese New Year expression.
Making its debut this season is the first-ever Tiger x atmos Poker Set, a streetwear-inspired reinterpretation of a classic festive game. Beyond being a collectible, the poker set offers an early glimpse into a broader Tiger x atmos collaboration arriving later in the season, hinting at more boundary-pushing designs to come.
Festive Rewards Across Malaysia, From Coffee Shops To Convenience Stores
Tiger Beer’s CNY 2026 campaign extends beyond collectibles, offering a wide range of rewards across multiple retail channels nationwide. The campaign is designed to meet consumers wherever they celebrate.
Customers at restaurants, pubs, and bars stand a chance to win the exclusive Tiger x atmos Poker Set or Touch ’n Go eWallet credits. While convenience store shoppers can win big with prizes including the Samsung Galaxy Z Fold 7. Meanwhile, 99 Speedmart shoppers can walk away with cash vouchers and festive game sets.
With its CNY 2026 campaign, Tiger Beer proves that tradition does not need to stand still to remain meaningful. Tiger had transformed the festive season into a declaration of confidence. This invites Malaysians to celebrate the year ahead not cautiously, but courageously.
