Tiger Beer Celebrates Lunar New Year
One of Asia’s premium beer brands, Tiger Beer, has uncaged their celebration in 2018 for the Lunar New Year by turning timeless traditions into a festive artwork to commemorate the Year of the Dog. It all happened January 31 at Chinese Tuxedo in lower Manhattan. Featuring a menu of authentic Asian cuisine and cocktails, including a “Beertail”, and authentic celebrations including a Lion Dance, a game of Mahjong, Lantern Festival, and of course, Red Envelopes. It was a fun and engaging way to learn, or enhance your knowledge, about the traditions surrounding Chinese New Year.
The evening featured an untraditional spin on the Red Envelope. For this initiative, Tiger Beer partnered with Singapore artist Dawn Ang to transform 2,000 Red Envelopes (mostly red with a splash of gold) into a three-dimensional Lunar New Year story featuring traditional icons in a creative new light with paper art techniques. The artwork merges old and new traditions together to reignite the understanding and appreciation of this truly global holiday.
Tiger Beer Global Director, Mie-Ling Wong, says “As an Asian brand with global presence, Tiger Beer is in a unique position to partner with amazing local talent to celebrate a culture that is part of our own brand DNA.
Brand Director Amy Tay shared that an estimated 1.4 billion bottles of Tiger Beer are consumed during Chinese New Year celebrations throughout the world. Ms. Tay added, “Dawn’s use of illustrations, painting and paper cutting to reflect the many layers of Lunar New Year, while putting a bold face on creative storytelling, lends itself perfectly to our campaign.”
As the event drew to a close Artist Dawn Ang expressed this heartfelt sentiment, “I’m hoping my work will inspire people to renew their connections with the symbols, stories and tradition surrounding this festive season.”