Tiger Town has expanded into a multi-city celebration this year, bringing the Chinese New Year spirit to Kuala Lumpur and Penang.
The event, which reimagines traditional Chinese New Year gatherings as immersive experiences, features live music, interactive challenges and a vibrant local market.
Tiger Beer kicked off the celebrations with a four-day festival at LaLaport Bukit Bintang City Centre (BBCC) rooftop garden in Kuala Lumpur.
A similar event will be held at Gurney Paragon Mall, Penang, from Feb 13 to 15.
Festivities at LaLaport began with the striking of a Chinese gong by Heineken Malaysia Bhd managing director Martijn van Keulen and Tiger Beer Malaysia marketing manager Julie Kuan.
Of Tiger Town, which was into its second series, Kuan said: “The objective is to bring people closer together during the Chinese New Year celebrations.
“This year, our theme is to charge forward with courage.
“At Tiger Beer, we believe that everyone has inner courage.
“This theme is to motivate everyone to energise themselves and pursue their ambitions.”
Also present were Heineken sales director Jimmy Ding, finance director Jana Martine Hanneman, corporate affairs and legal director Renuka Indrarajah and digital and technology director Lukasz Kakol.
The mood at Tiger Town was chill, with guests lounging on soft carpet grass, placing their drinks on makeshift tables fashioned from wooden palettes.
Food stalls sold street snacks such as pasta and long sausages, the kind of grub that goes best with cold beer and soju.
Guests were kept occupied with various games to test reflexes, aim and puzzle solving skills, with prizes such as ice boxes as well as mahjong and crockery sets.
Interactive lion dance performances and a special appearance by the God of Prosperity made the vibes fun and festive.
Guest Fong Kok Wah, 41, enjoyed a personal encounter with the God of Prosperity, noting that the moment felt like a symbolic start to the year.
A fun highlight of the evening was two emcees pulling a group of guests up on stage to take part in a Chinese drumming match.
Using sensors under the drums, teams competed in a high-speed match to see who could drum hard enough to light up the words “Together We Roar” on screen.
The festival also featured high-voltage energy acts from popular performance group 3P, Chang Yong and Joe Chang, with curated sets by An Livehouse.
Those interested can pre-register for general admission tickets.
For details, visit Tiger Town on Instagram and Facebook.
Tiger Beer and all related promotions and activities are strictly for non-Muslims aged 21 and above.
