Tiger Beer staged their TIGER ROAR: YUKI EDITION event in Tokyo from 1 to 4 November 2019. Held in partnership with Singapore Tourism Board (STB) at Sanagi Shinjuku, the event was part of the brand’s marketing efforts in Japan on its YUKI platform, marking the 2nd anniversary of introducing Tiger Beer to the country.
It was also the first time the iconic Singaporean beer and STB ventured out of Singapore together since inking a two-year marketing partnership in June 2019.
The Heineken Asia-Pacific Export team worked with GOVT Singapore to conceptualize and produce TIGER ROAR: YUKI EDITION. The event drew a total of over 38,000 visitors across 4 days.
The event was a celebration of food, art, fashion and music from Singapore and Japan. It presented a rare opportunity for 10 Tiger RAW artists from both nations to showcase their unconventional talents and uncage their unexpected possibilities.
Launched in Korea in November 2018, Tiger Roar is a global platform for undiscovered talent to connect, collaborate, and get inspired. By signing up and submitting their work, these talents will be able to connect with like-minded people, showcase their craft to a wider audience, and submit their work to participate in Tiger Beer’s upcoming initiatives happening around the world.
One of the highlights was an exclusive menu specially created by Tiger Beer’s global chef Aaron Wong, in collaboration with Japanese Chef Sakura Akimoto. The menu served up 7 mouth-wateringdishes, each showcasing the amalgamation of distinctive flavours from both countries, such as Samsui Chicken skewers, Japanese Curry Puff, Orh Jian (Fried Oyster Egg) with Miso Paste, Bak Kut Teh Ramen and more.
Other interesting collaborations included the pairing of Japanese unorthodox watercolourist, Yoshitaka Nishigaki with Singaporean Polymath artist, Messymsxi. The two teamed up to create The Little Red Dot artwork that symbolised the similarities and differences of both countries, with the artwork further extended to Japan exclusive limited edition Tiger Beer bottles. The duo also further collaborated with Amos Ananda Yeo, a Singaporean fashion designer who was most recently awarded Most Influential International Designer at the China International Fashion Week, to create the limited edition Little Red Dot apparel that includes tees and bomber jackets – for sale exclusively at the event.
There was also a unique music and art cross-over, where Ikebana artist Ryota Hagiwara joined forces with Japanese musician, KEIZOmachine! to produce an energetic performance that combined traditional Japanese floristry with hip-hop beats. Visitors were also treated to the incredible voices and music of Japanese electronic artist Sapphire Slows, Singapore’s indie-electronic duo, .gif, and homegrown Spotify sensation Linying.
TIGER ROAR: YUKI EDITION further introduced Japan to a new way of drinking Tiger draft beer with the BLADE machine – a revolutionary new counter-top system made for small spaces. It draws from 8-litre PET kegs, using an air compressor to offer better-quality draft beers.
Johnny Tan, Japan market lead for Heineken Asia-Pacific Export said: “TIGER ROAR: YUKI EDITION is the epitome of what Tiger Roar represents; There is a tiger in all of us, and we just need the right platform to uncage it. A huge thank you to Singapore Tourism Board and the Global Tiger Brand Team for their belief, support and partnership spirit. A huge congratulations to the entire Japan working team and all the Raw talents for a very successful event.”
Client: Heineken Asia-Pacific Export – Tiger Beer Japan
Japan Market Lead: Johnny Tan
Regional Marketing Manager: Meryl Ho
Regional Assistant Marketing Manager: Yun Xuan Ng
Business Lead & Executive Producer: Leon Lai
Creative Director: Kevin Poh
Creative Group Head & Head of Art: Zac Tan
Art Director: Joan Chong and Melissa Tan
Copywriter: Nicole Sze
Regional Account Manager & Japan Market Manager: Yilin Goh
Regional Senior Account Executive: Christine Tsai
Regional Account Executive: Nicole Lim
Social Media Manager: Nicolette-Clare Ong
Social Media Executive: Hazel Lim
Content Manager: Charissa Kow
Content Executive: Hari Tris