Chinese Sam Fu denim jacket from the Tiger x atmos: Spirit of the Tiger collection (left) and Chinese Sam Fu denim jacket featuring embroidery inspired by Tora no Maki (Tiger Scroll) (right).
INTERNATIONALLY recognised Asian beer brand Tiger Beer and atmos, a Tokyo-based streetwear label, reunite for a Chinese New Year (CNY) collaboration inspired by their shared roots in Asian street culture.
This year, the partnership celebrates Tiger Beer’s 2026 CNY theme, Dare to Charge Forward, encouraging consumers to step boldly into the year ahead with purpose, energy and togetherness.
The Tiger x atmos: Spirit of the Tiger collection draws on traditional Japanese calligraphy, manuscript-style typography and bold graphic storytelling.
Inspired by Japanese izakaya culture and the vibrancy of Asian street storefronts, the collection reflects Tiger’s Dare to Charge Forward ethos through wearable silhouettes designed for festive celebrations.
Anchoring the collection is a Chinese Sam Fu denim jacket, featuring detailed back embroidery inspired by the Tora no Maki (Tiger Scroll), a traditional motif associated with strength, discipline and spirit.
The apparel range also includes graphic T-shirts, boxy work shirts, cropped tees, jerseys and jackets, all incorporating calligraphic artwork and co-branded design details.
Tiger x atmos: Spirit of the Tiger collection is now available at selected atmos stores.
The Tiger x atmos: Spirit of the Tiger collection is now available at selected atmos stores, including Mid Valley Megamall, Sunway Pyramid, Genting Sky Avenue and Pavilion Kuala Lumpur, as well as through the brand’s online store.
Making its debut this year is the first-ever Tiger x atmos poker set, which merges atmos’ design sensibility with a touch of CNY tradition, offering a streetwear-inspired twist on a festive classic.
This collectible is available at selected restaurants, pubs and bars for customers who spend RM90 and above on Tiger Beer, Tiger Crystal, Tiger Soju Flavoured Lager, or other selected Heineken Malaysia beers.
These customers stand to win a Tiger x atmos poker set or RM88 TNG eWallet credit. Purchases of bottled beer count as one entry, while draught beer counts as two.
Entries can be submitted via the Tiger CNY microsite. Alternatively, fans can also look out for special giveaways on Tiger and atmos social channels.
The collection complements Tiger’s wider 2026 CNY line-up, which includes collaborations with Malaysian contemporary calligraphy artist Jameson Yap.
His signature River Stroke technique reinterprets CNY themes, from well-being to shared prosperity, into bold, contemporary calligraphy featured across ceramic plates, mugs, a four-player mahjong set and other festive collectibles.
These pieces are designed to be shared, displayed and collected, bridging tradition with modern artistry.
Tiger CNY activations and promotions will also feature:
> Tiger Gold ang pao and calligraphy ceramic mug at coffee shops, food courts and Chinese restaurants. Selected bottle caps may reveal prizes, redeemable via hotline 1800-22-8220;
> Calligraphy ceramic plate Blind Box and mahjong set at supermarkets, hypermarkets, Lazada, and Shopee with purchases from RM138;
> Samsung Galaxy Z Fold 7 prizes at participating convenience stores for purchases of RM20;
> 99 Speedmart cash vouchers and Tiger rummy set for shoppers at 99 Speedmart outlets purchasing one carton of eligible beers.
Tiger Town will be the place to be, packed with live performances, immersive experiences and festival activities.
The collection will also be available for sale at Tiger Town, Tiger’s CNY on-ground festival at LaLaport Bukit Bintang City Centre from Jan 22 to 25 and Gurney Paragon Mall, George Town, Penang, from Feb 13 to 15.
The festival will feature live performances by popular local artists, 3P and Chang Yong, alongside food, interactive activities and immersive experiences, highlighting Tiger’s festive spirit.
Consumers can pre-register for general admission tickets. Those who register their interest in Tiger Town at LaLaport Bukit Bintang City Centre before Jan 22 will be able to redeem one Tiger Crystal (320ml can) at the event. Redemption is limited to one can per consumer per day on a first come, first served basis, while stocks last.
Tiger Beer Malaysia marketing manager Julie Kuan said, “CNY has always been a time when people look ahead with intent.
“This collection reflects that Tiger mindset through bold, culturally rooted streetwear designed to resonate with those who already carry that energy as they celebrate the season in their own way.”
atmos Malaysia brand manager Nelson Tan said, “Collaborating with Tiger has been an ongoing creative exchange.
“There’s a natural overlap in how both brands look at Asian culture and this collection gave us the opportunity to explore those references through calligraphy, illustration and streetwear silhouettes.”
Celebrate CNY in style with Tiger Beer and explore the bold designs and limited-edition collectibles across participating outlets.
For more updates, visit the Tiger CNY microsite
Consumers can pre-register for general admission tickets here
For more information on Tiger Town and related promotions, consumers can follow Tiger Beer on Instagram and Facebook. All promotions and contests are subject to terms and conditions and available while stocks last.
Tiger Beer and all related promotions and activities are strictly for non-Muslims aged 21 and above only. Tiger advocates responsible consumption and urges consumers to not drink and drive.
