Tiger Beer Collaborates With Global Asian Football Star Son Heung-Min

Ahead of Chinese New Year, Singaporean brewer Tiger Beer has collaborated with global football star Son Heung-Min – currently at Tottenham Hotspur – to kickstart their campaign.

Son Heung-Min’s football journey has clearly struck a chord with football fans across the world, particularly Asia, as he become the highest scoring Asian player in European football.  

Through his big ambitions and never giving up in the face of adversity, he has overcame challenges with courage and determination. Son’s journey makes him the perfect partner for Tiger Beer’s mission to help people uncage their inner tiger.

The Year of the Tiger begins on 1st February, with the Tiger symbolising power, and Tiger Beer’s messaging centres on ‘uncaging bold ambitions for the year ahead’, encourage their consumers to set aside their fears and achieve bold ambitions in 2022.

Son is declaring how the Year of the Tiger is inspiring him to target his boldest ambition yet: to win a major trophy for his country. To inspire fans everywhere about what can be achieved by dreaming big, Son has shared a series of emojis on his Instagram feed and stories that express his targets, and has invited his followers to share their own bold goals. 

Fans across the globe can participate in the movement by responding to the “My Year, My Goals”, Instagram “Add Yours” story sticker feature created by Tiger Beer with their own ambitions for the Year of the Tiger.

The collaboration with Son is the latest in Tiger Beer’s ongoing commitment to help people Uncage their Tiger. As part of the movement, Tiger has launched a new campaign film featuring Son, ‘The Year of Your Tiger’, celebrating the optimism and bold ambitions of people across the world ahead of the Year of the Tiger.

According to ASN data, the Singapore-based beer has a 2.3% market share (US$11.3m+) for its category in the Asian sponsorship market, with about 80% of this spend focused in Southeast Asia. Unsurprisingly its spend has dipped by over half from almost US$4.9m+ in 2020 to a mere US$2.3m in 2021.