Marketing Featured Southeast Asia

Tiger brings epic collision between streetwear, street food via annual street food festival

Kuala Lumpur, Malaysia – As Tiger is dedicated to hyping up fans’ street food experience by continually introducing new and innovative features, the global beer brand from Asia has launched this year’s Street Food Virtual Festival, which presents fans an ‘epic collision’ between street food and an integral part of street culture – streetwear.

In November 2020, Tiger hosted its first virtual food festival in the Malaysian market. It included a virtual experience ‘exploring’ the virtual streets of Penang and Klang Valley, where users customized their avatar, likened to RPG, and won rewards through joining online activities and games.

The current mash-up aims to bring the two cultures together to create an experience for fans while breaking the boundaries of street food. The beer brand has partnered with renowned local streetwear brands to curate two limited-edition streetwear apparel each from EK Collective, TNT Co, The Swagger Salon, and Eversince, as well as Pestle & Mortar, and Dissyco.

One of the two streetwear merchandise will be included in the streetwear brand Hypefeast Drop, which comes with the street food dish that inspired the exclusive apparel, as well as a Tiger Beer and a Tiger Crystal, which has a limited quantity and is available on a first-come-first-served basis for fans residing in Kuala Lumpur, Selangor, Penang, Johor Bahru, and Ipoh. Moreover, the Hype Store within the virtual world will showcase one brand each week for fans to make their purchases, while the other limited-edition merchandise will be available for anyone at the virtual festival to purchase at the Hype Store.

Meanwhile, as part of Tiger’s efforts to support the local street food scene, over 100 street food vendors that serve both classic and innovative dishes will be part of the festival. Fans are in for a heightened street food experience when they accompany their favorite street food dishes with ice-cold Tiger Beer and Tiger Crystal, all delivered to their doorsteps. 

According to the brand’s manager, Joyce Lim, the previous Tiger Street Food Virtual Festival garnered over 101,000 total unique visitors and together, they helped 88 various local street food vendors.

“This year, we have made the festival bigger by expanding into more cities so fans can immerse themselves in the virtual world where street food and streetwear cultures collide,” said Lim.

Another unique highlight at the virtual festival is the Tiger Coins, where fans can easily earn these coins when they take part in fun games and activities, and even from their food and beer purchases. The Tiger Coins can then be used to redeem vouchers to purchase even more dishes, beers, and exclusive merchandise. 

In addition, festival goers who want to uncover their playful side can express themselves through the exclusive streetwear apparel on their avatars from the Xclusive Store and earn even more Tiger Coins when they take an OOTD within the virtual world and share it on their social media platforms. Other ways to earn them are by playing the exciting Street Food Dash and Streetwear Hunt games at the festival. The avatars of Lizz Chloe and Joshua Michael will be present to host festival goers and bring them through the mechanics of the games. 

While fans explore the virtual streets and interact with one another, they will also get to enjoy RM30 off with a minimum spend of RM160 on Tiger Beer or Tiger Crystal, excluding bundle deals, with the use of the promo code STREETFOOD30. More information and even more exclusive promotions can be found at

Tiger said that there are many other attractive promotions available for fans outside of the virtual festival too. They can purchase two 6-can packs or a carton of Tiger Beer or Tiger Crystal at hypermarkets and supermarkets to get RM5 and RM10 foodpanda vouchers respectively. Meanwhile, at convenience stores, fans can get foodpanda vouchers worth RM2 each when they purchase three cans of Tiger products. Consumers who order from selected participating local street food vendors on foodpanda will enjoy RM2 off their purchases of big bottles of Tiger products as well.

Fans can be part of the Tiger Street Food Virtual Festival by signing up at its website, and earn one free can of Tiger Crystal, while stocks last.