This Chinese New Year, Tiger is turning up the festive cheer by “letting the Huat out” across the island with a series of on-ground activations, digital experiences and community celebrations designed to bring good fortune to everyday moments.
Leading the celebrations is the debut of Tiger’s Huat Squad, its first-ever five-lion dance troupe. Each lion symbolises one of the five blessings Singaporeans commonly wish for during the Lunar New Year: longevity, wealth, health, kindness and peace.
From 30 January to 15 February, the Huat Squad will make appearances at six Tiger festive roadshows across Singapore, injecting traditional lion dance excitement into familiar neighbourhood spaces where friends and families gather. At each stop, the first 50 shoppers who purchase a 24-can carton of Tiger beer will receive two complimentary cans of Tiger Radler Mandarin & Honey, along with a limited-edition Huat Coin.
‘Send The Huat’ Turns Festive Greetings into Instant Rewards
Recognising that Chinese New Year celebrations now extend beyond physical gatherings into digital spaces, Tiger has also launched Send The Huat: an interactive digital experience that transforms festive greetings into opportunities to win prizes.
Inspired by the midnight rush of Lunar New Year messages and stickers, Send The Huat features a series of custom greeting videos themed around the same five blessings represented by the Huat Squad. By sharing these videos, participants can spread good fortune while standing a chance to win instant rewards.
From 5 January to 24 February, Singapore residents aged 18 and above can take part by visiting Tiger’s official campaign page, with no purchase required. Participants simply select a greeting video, share it via WhatsApp with a unique referral code, and unlock digital prize spins when their friends join in. Each user can keep the cycle of prosperity going with up to 10 shares per day.
Prizes up for grabs include an exclusive home visit by the Huat Squad for one grand winner, over S$15,000 worth of supermarket and convenience store vouchers, limited-edition gold-plated Tiger coins, and additional prize spins at Tiger Chinese New Year roadshows.
Bringing Festive Cheer to Everyday CNY Rituals
Beyond reunion dinners, Tiger is also celebrating the small but meaningful moments that define Chinese New Year in Singapore, from supermarket runs for steamboat ingredients to late-night suppers at neighbourhood kopitiams.
At participating supermarkets, shoppers who purchase two or more 24-can cartons of Tiger or Tiger Crystal can take part in festive activities and stand a chance to win cash prizes or exclusive Tiger merchandise. Meanwhile, kopitiams across the island will feature Tiger-infused bak kwa created in collaboration with Century Bak Kwa, along with merchandise redemptions designed with Zha Huo Dian, The Corner Shop, for every eight quarts of beer purchased.
