Two iconic Asian brands reunite for their most ambitious collaboration yet
KUALA LUMPUR, 13 January 2026 – Tiger Beer, a world-acclaimed iconic Asian beer brand, and atmos, a Tokyo-based streetwear label, have come together once again for a Chinese New Year (CNY) collaboration inspired by their shared roots in Asian street culture. The Tiger x atmos: Spirit of the Tiger collection explores traditional Japanese calligraphy and manuscript-style typography, paired with bold graphic storytelling.
The overall concept is inspired by Japanese izakaya culture and the energy of Asian street storefronts, creating a setting that feels raw, cultural, and contemporary. Reflecting Tiger’s CNY theme of 敢敢冲 (Dare to Charge Forward), the collection creates a dialogue between heritage and modernity, centered on wearable silhouettes designed for the festive season.
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. Designed as a statement layer for CNY gatherings, the jacket blends cultural symbolism with everyday wearability.
The apparel range also includes Graphic T-shirts, Boxy Work Shirts, Jacket, Cropped Tees and Statement Jerseys, each incorporating calligraphic artwork and co-branded design details.
The Tiger x atmos: Spirit of the Tiger collection will be available from 16 January at selected atmos stores, including Mid Valley Megamall, Sunway Pyramid, Genting Sky Avenue, and Pavilion Kuala Lumpur, as well as online at www.atmos-kl.com.
Beyond apparel, the collaboration introduces the first-ever Tiger x atmos poker set. This money-can’t-buy collectible transforms the calligraphic art into a centerpiece for the social ritual during gatherings, channeling the 敢敢冲 (Dare to Charge Forward) spirit.
The Tiger x atmos Poker Set is already available separately through selected restaurants, pubs, and bars. Customers who spend RM90 and above on Tiger Beer, Tiger Crystal, Tiger Soju Flavoured Lager, or other selected HEINEKEN Malaysia beers stand to win a Tiger x atmos Poker Set or RM88 TNG eWallet credit. Receipts with the purchase of bottled beer count as one entry, while receipts with draught beer count as two entries. To participate, customers can submit their entries via the Tiger Chinese New Year microsite at tigercny.tigerbeer.com. Alternatively, fans can also look out for special giveaways on Tiger and atmos social channels.
Speaking on the collection, Julie Kuan, Marketing Manager of Tiger Beer Malaysia, said, “Chinese New Year 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.”
From atmos’ perspective, Nelson Tan, Brand Manager of atmos Malaysia, 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.”
The collection will also be available for sale at Tiger Town, Tiger’s Chinese New Year on-ground festival! The event will take place at LaLaport Bukit Bintang City Centre from 22 to 25 January, before heading to Gurney Paragon Mall, George Town, Penang, from 13 to 15 February. The activation will feature live performances by popular local artists, 3P and Chang Yong, alongside food, interactive activities, and on-the-ground experiences as part of Tiger’s wider Chinese New Year celebrations.
Consumers can pre-register for general admission tickets via https://tigercny.tigerbeer.com/en/event/. Those who register their interest in Tiger Town at LaLaport Bukit Bintang City Centre before 22nd January 2026 will be able to redeem one (1) Tiger Crystal (320ml can) at the event. Redemption is limited to one (1) can per consumer per day on a first come, first served basis, while stocks last.
For more information on Tiger Town, consumers can follow the brand on Instagram and Facebook for updates. All promotions and Contests are subject to Terms and Conditions and available while stocks last. Images shown are for illustration purposes only.
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.
