Tiger Beer has announced its latest Street Food Virtual Festival. The beer’s roots go back to being a brand born and raised on the streets of Asia.
This year’s Street Food Virtual Festival is all about the X as Tiger brings fans a collision between street food and an integral part of street culture – streetwear. The mash-up aims to bring the two cultures together to create an extraordinary experience for fans while breaking the boundaries of street food.
Tiger has partnered with renowned local streetwear brands to curate two limited-edition streetwear apparels each from EK Collective, TNT Co, The Swagger Salon, Eversince, Pestle & Mortar, and Dissyco.
Streetwear merchandise will be included in the Hypefeast Drop, which comes with the street food dish that inspired the exclusive apparel, as well as a Tiger Beer and a Tiger Crystal. Limited quantity is available on a first-come first-served basis for fans residing in Kuala Lumpur, Selangor, Penang, Johor Bahru and Ipoh. The Hype Store within the virtual world will showcase one brand each week for fans to make their purchases.
This time around, over 100 street food vendors that serve both classic and innovative dishes will be part of the festival.
While fans from all over the country can attend the festival, food deliveries are only available for those residing in Kuala Lumpur, Selangor, Penang, Ipoh, and Johor Bahru. Festivalgoers from these regions will be able to enjoy street food varieties, as long as they are within a 10km radius from the vendors.
Launching this Friday, the 12th of November, Tiger Street Food Virtual Festival will continue for six weeks – every Thursday, Friday, Saturday and Sunday only, and from 11am until 9pm.
Fans can earn Tiger coins when they take part in games and activities, and 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.
“The previous Tiger Street Food Virtual Festival garnered an over 101,000 total unique visitors and together, we helped 88 various local street food vendors gain the recognition they deserved,” said said Joyce Lim, Marketing Manager of Tiger Beer.
“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. We hope the 6-week-long festivities will bring something fresh to the table for our fans so they can Xperience the Xtraordinary.”
Fans can be part of the Tiger Street Food Virtual Festival by signing up, and earn one free can of Tiger Crystal, while stocks last.
Last year Branding in Asia caught up with Pablo Chabot, Marketing Director of Heineken Malaysia to discuss the festival.