Why Tiger Beer MY is taking CNY straight to WhatsApp

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This Chinese New Year, Tiger Beer is turning festive reflections into a social experience with the launch of its "Tiger 8 principle chatbot quiz" on WhatsApp. The chat-based quiz lets consumers discover their personalised Tiger principle as part of the brand’s 敢敢冲 ('Dare to charge forward') ethos.

Hosted entirely on WhatsApp, the short quiz slots seamlessly into everyday conversations, allowing users to answer a few questions and receive a personalised principle along with ratings across ambition, relationships and wealth. Participants can share their results on Instagram or Facebook, extending the festive spirit beyond the chat.

In conversation with A+M, Julie Kuan, marketing manager of Tiger Beer Malaysia said the campaign draws inspiration from Kung Fu school manuals that reflect its discipline, values and way of life. By creating its own principles, Tiger Beer hopes to encourage a positive mindset and help consumers step into the year ahead with confidence and momentum.

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Interestingly, WhatsApp was chosen as the platform as it is where most everyday conversations happen in Malaysia. It is also the platform most Malaysians use to share festive messages to friends and family during Chinese New Year. "Placing the quiz on WhatsApp simply made sense and it allows the experience to live naturally within existing conversations, rather than asking people to go somewhere new or interact in a different way," Kuan explained.

"Tiger Beer’s digital activations are designed to fit naturally into existing consumer behaviour rather than pull people into unfamiliar platforms. Using WhatsApp reflects that approach, it’s a low-friction way to engage, while social sharing allows the experience to extend beyond the individual. This balance between personal interaction and collective participation reflects the 敢敢冲 spirit of our 2026 Chinese New Year campaign," she added.

To incentivise sharing, Tiger Beer will be running a weekly draw until 28 February. Three entries will be selected each week to receive exclusive items from the Tiger x atmos collaboration, including limited-edition apparel and a first-ever Tiger x atmos poker set. Winners will be contacted after correctly answering a skill-based question related to the campaign, and results will be announced weekly on Tiger Beer Malaysia’s social channels.

The quiz forms part of Tiger Beer’s "Together we roar 2026" CNY campaign, which celebrates courage, progress and moving forward together. The campaign is anchored by the Tiger x atmos, Spirit of the Tiger collection. The collection draws inspiration from Japanese izakaya culture and Asian street storefronts, blending traditional calligraphy with bold, graphic storytelling.

The collection includes a statement Chinese Sam Fu–style denim jacket, featuring intricate back embroidery inspired by the 'Tora no Maki', or Tiger scroll, a traditional motif associated with strength and discipline. Designed as a modern layer for festive gatherings, the piece bridges heritage symbolism with everyday wearability. The wider apparel line includes graphic T-shirts, boxy work shirts, cropped tees, jackets and jerseys, all carrying calligraphic artwork and co-branded design elements.

Beyond fashion, Tiger Beer also extended its festive presence into live, on-ground experiences. The Tiger x atmos collection was showcased at Tiger Town, the brand’s Chinese New Year festival concept, at LaLaport Bukit Bintang City Centre from 22 to 25 January and at Gurney Paragon Mall in Penang from 13 to 15 February. The event combined food, interactive activities and live performances by local acts including 3P and Chang Yong, positioning music as a key driver of communal celebration.

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