To much anticipation, the ‘Cheers to a Bolder Tomorrow’ campaign officially launched on 11 January at Sunway Velocity Mall with a series of exciting events and activities full of unstoppable ‘huat’.
A video of a gigantic tiger and dragon interacting in KL City was shared on social media last week, piquing people’s interest. It was revealed at the launch that the video was by Tiger Beer with the goal of encouraging Malaysians to embrace their boldest ambitions this year by freeing up their inner courage.
Tiger Beer will be taking over the concourse area at Sunway Velocity Mall (Kuala Lumpur) until 28 January, Gurney Plaza (Penang) from 24 January until 12 February, and Ipoh Parade (Ipoh) from 23 January until 9 February 2024.
Play a range of on-ground games during the roadshows to win exclusive items. Each game requires a different set of skills to win. There are numerous ways to win exclusive Tiger Beer products, from testing your speed and accuracy to utilising coordination.
![Ms Julie Kuan, Marketing Manager of Tiger Beer Malaysia, Ms Victoria Ang, People Function Director of HEINEKEN Malaysia, Mr Niko Van Cauwenberge, Supply Chain Director of HEINEKEN Malaysia, Ms Renuka](https://timchewkc.files.wordpress.com/2024/01/3.-l-to-r_-ms-julie-kuan-marketing-manager-of-tiger-beer-malaysia-ms-victoria-ang-people-function-director-of-heineken-malaysia-mr-niko-van-cauwenberge-supply-chain-director-of-heineken-.jpg?w=950)
![Roland Bala, Managing Director of Heineken Malaysia Berhad](https://timchewkc.files.wordpress.com/2024/01/5.-mr-roland-bala-managing-director-of-heineken-malaysia-addressing-guests-at-the-tiger-cny-2024-media-launch-at-sunway-velocity-mall-kl.jpg?w=950)
“CNY is a time when we come together with friends and family optimistically hoping for a prosperous year ahead, and Tiger Beer wants to be part of the celebration with everyone. With attractive nationwide activations and promotions, we want our loyal consumers to experience the formidable force of the tiger and the dragon as they ‘Cheers to a Bolder Tomorrow’ by setting ambitions even bolder than befor.”
Roland Bala, Managing Director of Heineken Malaysia Berhad
The audience enthusiastically chanted the campaign tagline, “Gan Gan Chong,” together with Roland Bala, Managing Director of Heineken Malaysia Berhad, and Willemijn Sneep, Marketing Director of HEINEKEN Malaysia before the launch animation video was played, setting the tone for the evening.
This year you can also utilize the ‘Bolder Tomorrow’ IG Filter by @TigerBeerMY. To activate the filter, physically or digitally scan any Tiger Beer logo to generate unique New Year blessings, then share it on Instagram Stories with your biggest goal for 2024 to be entered to win merchandise from the Tiger Beer x Against Lab Year of The Dragon collection. The collaboration combines the brand’s heritage with Against Lab’s contemporary edge. The collection, consisting of five pieces, will be sold exclusively at in-mall experiences and online on againstlab.com
![](https://timchewkc.files.wordpress.com/2024/01/11.-a-guest-with-their-tiger-x-against-lab-year-of-the-dragon-merch-at-sunway-velocity-mall-kl.jpg?w=950)
![Tiger X Against Lab booth](https://timchewkc.files.wordpress.com/2024/01/10.-the-tiger-x-against-lab-booth-at-sunway-velocity-mall-kl.jpg?w=950)
![Instagrammer Serena Vanilla trying the Boldest Spin](https://timchewkc.files.wordpress.com/2024/01/8.-a-guest-trying-their-hand-at-the-boldest-spin-at-sunway-velocity-mall-kl.jpg?w=950)
For more info on the experiences happening across the nation and redeem exclusive merchandise when purchasing brews under Heineken Malaysia’s portfolio this CNY, head over to https://timchew.net/2023/12/26/heineken-malaysia-wins-ungcmyb-award-for-water-resilience/ or tigercny.tigerbeer.com
![Instagrammer Han Xiiao Aii](https://timchewkc.files.wordpress.com/2024/01/420000021_874294104704412_2166651682345517621_n.jpg?w=768)
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Photo credits: Heineken Malaysia, and author’s own using the vivo X80 Pro