Kuala Lumpur, Malaysia – Tiger Beer and Tokyo-based streetwear label atmos have launched a new Chinese New Year 2026 collaboration in Malaysia, marking their latest partnership inspired by Asian street culture. The collection, titled Tiger x atmos: Spirit of the Tiger, draws on traditional Japanese calligraphy, manuscript-style typography and graphic storytelling.
According to the brands, the collection takes visual cues from Japanese izakaya culture and the vibrancy of Asian street storefronts. It aligns with Tiger Beer’s Chinese New Year theme of 敢敢冲 (Dare to Charge Forward), blending heritage influences with contemporary streetwear designs intended for festive wear.
The centrepiece of the collection is a Chinese Sam Fu denim jacket, featuring back embroidery inspired by the Tora no Maki, or Tiger Scroll, a traditional motif associated with strength and discipline. The wider apparel range includes graphic T-shirts, boxy work shirts, jackets, cropped tees and statement jerseys, all featuring calligraphic artwork and co-branded elements.
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.
In addition to apparel, the collaboration introduces a Tiger x atmos poker set, described as the first such collectible produced by the two brands. The poker set incorporates the collection’s calligraphic artwork and is positioned as a social item for festive gatherings.
The Tiger x atmos Poker Set is currently available separately through selected restaurants, pubs and bars. Customers who spend RM90 and above on selected Tiger Beer, Tiger Crystal, Tiger Soju Flavoured Lager or other HEINEKEN Malaysia beers may win a poker set or RM88 Touch ‘n Go eWallet credit. Receipts from bottled beer purchases count as one entry, while draught beer purchases count as two entries. Entries can be submitted via Tiger Beer’s Chinese New Year microsite, with additional giveaways planned on Tiger and atmos social media channels.
Commenting on the launch, 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.”
Nelson Tan, brand manager of atmos Malaysia, added, “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 sold at Tiger Town, Tiger Beer’s Chinese New Year on-ground festival. The event is scheduled to take place at LaLaport Bukit Bintang City Centre from 22 to 25 January, before moving to Gurney Paragon Mall in George Town, Penang, from 13 to 15 February. The activation will feature live performances by local artists 3P and Chang Yong, alongside food, interactive activities and other Chinese New Year experiences.
