Tiger Beer fires up virtual food festival with limited-edition streetwear

Tiger Beer is spicing up the second edition of its Tiger Street Food Virtual Festival by launching a streetwear collection. Done in collaboration with local streetwear brands EK Collective, TNT Co, The Swagger Salon, Eversince, Pestle & Mortar, and Dissyco, each brand will each curate two-limited edition streetwear apparels.

One of the two 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. The other limited-edition merchandise will be available for anyone at the virtual festival to purchase at the Hype Store.

According to Tiger Beer, the local streetwear scene has always been a way for people to express themselves and is influenced by the many ways of life here, just like the street food flavours. The mash-up aims to bring the two cultures together to create an extraordinary experience for fans, while breaking the boundaries of street food.

Festivalgoers who want to show their playful side can express themselves through the exclusive streetwear apparels on their avatars from the Xclusive Store and earn even more Tiger Coins when they take an OOTD within the virtual world and share it on their social media platforms. Consumers can also earn Tiger Coins when they participate in games and activities such as Street Food Dash and Streetwear Hunt, as well as from their food and beer purchases. The Tiger Coins can then be used to redeem vouchers to purchase even more dishes, beers, and exclusive merchandises. The avatars of Lizz Chloe and Joshua Michael will be present to host festivalgoers and walk them through the mechanics of the games.

The first edition of the virtual street food festival was carried out last year in partnership with Reprise Digital and also featured games and a live performance by Malaysian hip-hop artist Namewee. This year's edition features more than 100 street food vendors who will serve classic and innovative dishes, and is done in collaboration with The Chariot Agency.

Although the immersive experience of the festival is not limited to users from other parts of the world, food deliveries will only be made available for those residing in Kuala Lumpur, Selangor, Penang, Ipoh, and Johor Bahru. Festivalgoers from these regions will be able to purchase street food varieties, as long as they are within a 10-kilometre radius from the vendors. Launching this Friday, the virtual street food festival will run for six weeks every Thursday to Sunday from 11 am until 9 pm. MARKETING-INTERACTIVE has reached out to Tiger Beer for additional information regarding the virtual festival. 

According to Tiger Beer's marketing manager, Joyce Lim, the previous festival garnered over 101,000 total unique visitors and together, and helped 88 various local street food vendors gain recognition. "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 six-week-long festivities will bring something fresh to the table for our fans so they can Xperience the Xtraordinary," she added.

Earlier this year, Tiger Beer posted a cheeky reference on its Facebook and Instagram account after its surprise cameo on Disney+ latest Marvel series The Falcon and the Winter Soldier.  The post featured a Tiger Beer bottle with the caption "Here's to you, soldier". To make the reference even clearer, Tiger Beer said "Every superhero deserves a Tiger" while tagging Marvel Studios and the official social media accounts of The Falcon and the Winter Soldier. 

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