Tiger Beer unleashes first-ever lion dance troupe to spread CNY cheer across SG

Tiger Beer is turning up the festive cheer this Chinese New Year (CNY) with its first-ever lion dance troupe, the 'Huat Squad', and a series of digital greeting videos designed to spread good fortune islandwide. The campaign taps into both traditional celebrations and the digital rituals that define modern CNY.

The 'Huat Squad' features five lions, each representing one of the five blessings Singaporeans wish for during the Lunar New Year: longevity, wealth, health, kindness and peace.

From 30 January to 15 February, the troupe will make appearances at six Tiger Beer festive roadshows across the island, bringing the sights and sounds of CNY to supermarkets and neighbourhood kopitiams ('traditional coffee shops'). Early shoppers also receive exclusive perks, including two cans of Tiger radler mandarin and honey and a limited-edition Huat ('prosperity') coin.

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Complementing the in-person festivities, Tiger has launched "Send the Huat", a digital experience that turns every festive greeting into a chance to win prizes. From 5 January to 24 February, Singapore residents can select a cheeky greeting video, share it via WhatsApp with friends and family, and unlock instant rewards when recipients enter their unique referral codes.

Prizes include a home visit from the Huat Squad, over SG$15,000 in supermarket vouchers, limited-edition gold-plated Tiger coins, and free spins at Tiger’s supermarket roadshows.

Beyond the reunion dinner table, Tiger is bringing CNY cheer into everyday rituals. Roadshows at supermarkets let shoppers win cash prizes and limited-edition merchandise, while kopitiam activations feature festive bak kwa ('dried meat') and Tiger merchandise redemption with beer purchases. Through these activations, Tiger aims to make every moment, from late-night bak kwa runs to casual supper gatherings, an opportunity to “let the huat out.”

MARKETING-INTERACTIVE has reached out for more information. 

Beyond Singapore, Tiger is also pushing Chinese New Year 2026 in Malaysia through a culture-driven campaign. Central to the effort is a renewed collaboration with Tokyo-based streetwear label atmos, producing the Tiger x atmos "Spirit of the Tiger" collection.

The line, which includes calligraphy-inspired denim jackets and graphic tees, blends traditional motifs with contemporary streetwear, reflecting Tiger’s theme of “Dare to charge forward”. The collection will be showcased at Tiger Town festivals in Kuala Lumpur and Penang, alongside live music and interactive experiences, signalling a shift towards experience-led, culturally rooted celebrations.

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