Chinese New Year in Singapore has always been synonymous with one powerful word “Huat”!. It represents prosperity, good fortune, and meaningful reunions with the people who matter most. This festive season, Tiger Beer is bringing the spirit of Huat to life across the island with immersive experiences, exciting rewards, and vibrant celebrations designed to bring communities together.
As Singapore’s iconic homegrown beer since 1932, Tiger has long been part of cherished traditions from lively kopitiam gatherings to family reunion dinners and this year promises to be bigger than ever.
Meet the Huat Squad: A First-of-Its-Kind Lion Dance Experience
Leading the celebrations is Tiger’s debut five-lion dance troupe, aptly named the Huat Squad. Each lion symbolizes one of the five blessings Singaporeans wish for during Chinese New Year — longevity, wealth, health, kindness, and peace.
From 30 January to 15 February, the troupe will appear at festive roadshows across Singapore, energising neighbourhood spaces where friends and families gather to welcome a prosperous year ahead.
Shoppers can also enjoy exclusive perks: the first 50 customers who purchase a 24-can carton will receive two cans of Tiger Radler Mandarin & Honey along with a limited-edition Huat Coin, the perfect collectible to kickstart the new year.
“Send The Huat” — Turning Greetings Into Rewards
Recognising that the festive season often begins digitally with phones lighting up at midnight with well wishes Tiger has launched Send The Huat, an interactive experience that transforms customised greeting videos into opportunities to win prizes.
Running from 5 January to 24 February, Singapore residents aged 18 and above can participate with no purchase required. Simply choose a greeting video, share it with friends via WhatsApp using a referral code, and both parties unlock a chance to spin for rewards. Participants can continue the chain by sharing their own codes, keeping the prosperity flowing throughout the season.
Prizes include:
• An exclusive home-visit by the Huat Squad for one grand winner
• Over $15,000 in vouchers for major supermarkets (FairPrice, Sheng Siong, DFI Group) and 7-Eleven
• 25 limited-edition gold-plated Tiger coins
• 100x free additional spins at Tiger Chinese New Year Supermarket Roadshows
Festive Energy Wherever Singaporeans Celebrate
Beyond reunion dinners, some of the most memorable Chinese New Year moments happen during everyday rituals late-night bak kwa runs, supermarket stocking trips, and suppers at neighbourhood kopitiams. Tiger is amplifying these experiences through islandwide roadshows.
At supermarkets, shoppers who purchase two or more 24-can cartons of Tiger or Tiger Crystal can stand a chance to win cash prizes or exclusive merchandise.
At kopitiams, Tiger-infused bak kwa created in collaboration with Century Bak Kwa will be available alongside specially designed merchandise produced with Zha Huo Dian, The Corner Shop, redeemable with qualifying beer purchases.
A Legacy of Bold Celebration
Born on the streets of Singapore in 1932, Tiger Beer has grown into the number one international premium beer from Asia, now enjoyed in over 60 markets worldwide. Guided by its belief that there is a “tiger inside each of us,” the brand continues to inspire people to push boundaries and celebrate boldly.
This Chinese New Year, Tiger invites everyone to let the Huat out whether through festive gatherings, digital greetings, or spontaneous neighbourhood celebrations and roar into a year filled with prosperity.
For more info, please visit: https://www.drinkies.sg/brands/tigercny26
