Tiger Beer on tapping into its unapologetically ‘kiasu’ spirit for SG60 with MONOPOLY collaboration

Long before Singapore stood on its own as a nation, one homegrown icon was already making its mark. Tiger® Beer, born and brewed in the heart of the island since 1932, has poured itself into the country’s history for over nine decades. 

Now, as the Republic celebrates 60 years of independence, the brand is toasting the milestone with a playful twist — a special collaboration with one of the world’s most recognisable board games, MONOPOLY.

From July 1 to October 5, the ‘Tiger SG60 MONOPOLY PLAY, SIP, WIN’ promotion — licensed from Hasbro — invites Singaporeans to turn moments over a beer into chances at winning a share of $600,000 in prizes, from gold bars and cruise credits to a brand-new car. 

The campaign sits under Tiger’s new local platform, “Our Roar, Our Way,” a celebration of the unapologetic ways Singaporeans live, connect, and express themselves. And in true local fashion, the game nods to the nation’s famously kiasu, must-win spirit — the same drive that has propelled Singapore’s rise over the decades.

MARKETECH APAC recently spoke with Gerald Yeo, marketing director at Asia Pacific Breweries Singapore to learn more of this new collaboration, what makes Tiger Beer truly resonate SG60’s message, and how a legacy brand continues to evolve to new demographics.

Brewing a celebration the Singapore way

For Gerald the key to making its SG60 campaign truly resonate lay in keeping things unmistakably Singaporean. 

“This SG60, we wanted to celebrate in a way that feels uniquely Singaporean. Something fun that taps into our unapologetically Singaporean ‘Kiasu’ trait, yet grounded in our culture,” he explained. 

That thinking led to the creation of the ‘Tiger SG60 MONOPOLY: PLAY, SIP, WIN’ — a playful tribute to the nation’s must-win spirit, turning everyday beer moments into opportunities to chase one’s version of the Singapore dream.

It was important for the activation to feel embedded in daily life, which is why Tiger rolled it out islandwide. As Yeo put it, “We’ve rolled this out islandwide, so you’ll see it in familiar everyday places like supermarkets, convenience stores, and kopitiams, making it easy for people to join in wherever they enjoy their beer. It’s our way of raising a toast to the way Singaporeans live, connect, and celebrate.”

A brand that shares the nation’s DNA

For a brand that has been brewed in Singapore since 1932, the 60th anniversary of independence carries a deep personal connection. “The fact that Tiger was born and brewed in Singapore makes SG60 especially meaningful to us. This is our home, and we’re part of the story,” Yeo said. 

He added that from its earliest days, Tiger has embodied the same bold, resilient spirit as the country itself, sharing values rooted in defying the odds and bringing people together over the decades.

Carrying National Day’s values forward

That sense of shared history is why National Day values naturally align with the brand’s ethos. 

“National Day is about unity, progress, and pride, and those values are also deeply woven into Tiger’s story too,” Yeo reflected. This year’s “Our Roar, Our Way” platform was designed as a modern expression of those shared values, celebrating courage, optimism, and respect — but with a distinctly local twist. 

“Whether it’s our kiasu spirit, our heart for community, or how we rally around one another, we want Tiger to be a mirror of that energy,” he added.

Connecting with new generations

And while tradition is important, Tiger has also been proactive in reaching newer, more active audiences. “We’re always finding new ways to connect with a wider, and active demographic. Football’s a great example,” Yeo noted, pointing to the brand’s long association with the sport and its continued partnerships that bring fans together. 

But the SG60 MONOPOLY promotion, he said, is another form of connection — gamified, relevant, and accessible. “We’ve brought it to kopitiams, supermarkets, and convenience stores all over the island, making it super easy to participate, wherever and however you enjoy your beer.”

Asked what advice he would offer other brands aiming to make a splash this National Day, Yeo didn’t hesitate. “Stay rooted in what makes you local,” he said. 

Campaigns that connect, he stressed, are those that feel authentic and personal — which is why Tiger leaned into uniquely Singaporean traits like the kiasu spirit, love for nostalgia, and appetite for shared experiences. 

“That’s how we brought it to life through our Tiger SG60 MONOPOLY: PLAY, SIP, WIN campaign, which showed up where Singaporeans are. From kopitiams to supermarkets, our islandwide promotion was thought out to meet consumers in their everyday moments. When you understand what makes your audience tick and celebrate with them in a genuine way, you’ll earn their attention and trust,” he concluded.

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As Singapore recently marked its SG60 celebrations, Tiger Beer’s SG60 MONOPOLY: PLAY, SIP, WIN stands as more than just a promotion — it’s a toast to the nation’s spirit. By weaving nostalgia, playfulness, and the everyday rituals that bring people together, the brand captures what it means to be unapologetically Singaporean. Just as it has since 1932, Tiger continues to pour itself into the country’s story — one bold, kiasu, and celebratory moment at a time.