Singapore — Tiger Beer is marking Chinese New Year with an island-wide campaign that blends time-honoured traditions with modern digital engagement, introducing its first-ever five-lion dance troupe alongside a shareable festive experience designed to help Singaporeans “Send The Huat”.
As Singapore’s homegrown beer since 1932, Tiger Beer said the campaign reflects how the festive season is celebrated today—from reunion dinners and supermarket runs to casual rounds at neighbourhood kopitiams.
Central to the activation is the Huat Squad, a five-lion troupe with each lion symbolising one of the five blessings commonly wished for during Chinese New Year: longevity, wealth, health, kindness and peace.
From January 30 to February 15, the Huat Squad will appear at six Tiger Chinese New Year roadshows across Singapore, bringing lion dance performances into everyday community spaces.
At each stop, the first 50 shoppers who purchase a 24-can carton will receive two cans of Tiger Radler Mandarin & Honey and a limited-edition Huat Coin.
Complementing the on-ground celebrations is Send The Huat, a digital experience that transforms festive greetings into chances to win instant prizes.
Through customised greeting videos shared via WhatsApp, both senders and recipients can unlock spins for rewards, allowing festive wishes—and good fortune—to travel from screen to screen.
Running from January 5 to February 24, the experience is open to Singapore residents aged 18 and above, with no purchase required.
Prizes include a home visit by the Huat Squad, supermarket and convenience store vouchers, limited-edition gold-plated Tiger coins, and additional spins redeemable at Tiger’s Chinese New Year roadshows.
Tiger Beer is also extending the festivities to supermarkets and kopitiams across the island, offering shoppers and patrons opportunities to win cash prizes, limited-edition merchandise and Tiger-infused bak kwa created in collaboration with Century Bak Kwa, reinforcing its place at the centre of Singapore’s Chinese New Year beer moments.
