Tiger Beer is welcoming the Lunar New Year with a streetwear collab with atmos. The brand also marks the return of Tiger Town, its signature on-ground festival that blends live music, food, and cultural expression into a festive gathering space.

Part of the beer brand’s wider Chinese New Year programme, Tiger Town celebrates togetherness while spotlighting the energy of contemporary Asian culture.

This year, the celebrations are joined by a new creative collaboration with atmos, the Tokyo-based streetwear label known for its deep roots in Asian street culture. The Tiger x atmos: Spirit of the Tiger collection draws from traditional Japanese calligraphy and manuscript-style typography, reinterpreted through bold graphics and modern silhouettes.

Inspired by izakaya culture and the visual energy of Asian storefronts, the collection reflects a raw, expressive aesthetic that bridges heritage and the present. At the heart of the range is a standout Chinese Sam Fu–inspired denim jacket, detailed with embroidery referencing the Tora no Maki (Tiger Scroll), a symbol traditionally associated with strength and discipline.

Designed as a statement piece for festive gatherings, it anchors a wider lineup that includes graphic T-shirts, boxy work shirts, cropped tees and jerseys — all featuring co-branded design elements and calligraphic artwork.

Beyond apparel, the collaboration also extends into social rituals. A limited, money-can’t-buy Tiger x atmos poker set transforms the collection’s artwork into a centrepiece for gatherings, echoing Tiger’s CNY theme of 敢敢冲 (Dare to Charge Forward) through shared moments and play.

Tiger Town takes place at LaLaport Bukit Bintang City Centre from 22 to 25 January, before heading to Gurney Paragon Mall, Penang, from 13 to 15 February, bringing the festive spirit — and street culture — to audiences across Malaysia.