Connect with us



Tiger Takes Street Food From The Streets & Onto Your Screens

Tiger to launch the Tiger Street Food Virtual Festival – the world’s first fully-immersive, 3D, online street food festival experience. Explore the virtual streets, interact with others, play games, and order street food and Tiger Beer directly to your door

Tiger Beer, Malaysia’s No. 1 Beer1, has long been the  beer of choice to enjoy with street food. A beer born on the streets of Asia, it pairs perfectly  with the bold flavours found in Malaysian street food dishes. The association doesn’t end  there: Tiger is famous for regularly hosting large-scale street food festivals, complete with  games and activities, live performances, and of course – a great selection of street food to  savour alongside ice-cold Tiger Beer. 

In a year like 2020, holding an event like this wouldn’t be possible. That doesn’t mean street  food fans need to miss out though – because this year, Tiger is taking the street food festival  experience to the next level: from the streets, and onto your screens. 

Introducing: The Tiger Street Food Virtual Festival. 

Launching at 11am on Friday 6th November, and open from 11am to 9pm every Friday,  Saturday and Sunday until the end of the month*, the Tiger Street Food Virtual Festival is  much more than simply a home delivery service – it recreates the full experience of a food  festival in a completely digital world. 


Forget ‘virtual festivals’ meaning simply livestreamed content – the Tiger Street Food Virtual  Festival is a fully-immersive and engaging online experience, and the first of its kind anywhere  in the world. 

Users will be able to walk the 3D streets as their own customized avatar, interacting with  others, playing games and visiting vendors, before ordering street food directly to their door  through DeliverEat, the official delivery partner of the Tiger Street Food Virtual Festival. 


Users start off by customizing a 3D avatar to represent themselves in the virtual world,  choosing from various hairstyles and items of clothing to perfect their look. With hundreds of  possible combinations, there’s plenty of options to choose from. 

Once the avatar is created, it’s time to hit the streets and start Uncovering the Extraordinary. Users land in Street Food Central. Here, they can interact with other festival-goers, play  games to win rewards, get recommendations on must-try dishes, and find exclusive Happy  Hour promotions from Drinkies – Heineken Malaysia Berhad’s (HEINEKEN Malaysia) at-home  beer delivery service. 

There are two games to play, with both hosted by familiar faces – YouTuber Lizz Chloe (better  known online as Dumpling Soda) and Harvinth Skin. They’ll need your help to complete  different challenges, and will reward you with promo codes and even free cartons of Tiger  Crystal! 

Lizz Chloe’s game, The Tiger Beer Hunt, sets you racing around Street Food Central  collecting hidden bottles of Tiger Beer before the timer runs out. The first 100 people to score  300 points each day will win a promo code for RM5 off any F&B purchase at the festival. 

The Tiger Crystal Mountain Climber Challenge, hosted by Harvinth Skin, will test your  reflexes with an adrenaline-pumping mountain climb. Dodge obstacles, snowballs and Yetis  while you collect bottles of ice-cold Tiger Crystal on your race to the top. The first 88 people  to score 300 points each day will win a promo code for RM5 off any F&B purchase at the  festival, and the three players with the highest scores at the end of November will each win a  24-can carton of Tiger Crystal. 

If running around and climbing mountains has worked up an appetite, be sure to visit KL  Foodie’s character in Street Food Central. Each week, KL Foodie will show you a selection  of 10 must-try dishes available at the Tiger Street Food Festival. Some are crowd favourites  and some are hidden gems, while others are limited-editions created exclusively for the  festival. 

Street Food Central also plays host to the Drinkies Bar. Here you can order chilled Tiger Beer  to be delivered to your home. Stopping by between 3pm and 5pm will unlock an additional  ‘Happy Hour’ promotion, earning you an RM30 discount on purchases of Tiger Beer or Tiger  Crystal above RM150. 


The Tiger Street Food Virtual Festival will kick off in style at 7pm on Friday 6th November, with  an exclusive live performance by Malaysian hip-hop artist and long-time friend of Tiger Beer,  Namewee. Beaming in all the way from Taiwan and only available for viewing within the Tiger  Street Food Virtual Festival, this opening performance is not to be missed! 


What would a street food festival be without street food? Branching off Street Food Central  are three streets: Kuala Lumpur Street, Selangor Street, and Penang Street. Each of them is  filled with an ever-changing array of vendors based in these localities, serving up menus  created just for the Tiger Street Food Virtual Festival.

Anyone can walk these streets to explore some of the best street food vendors Malaysia has  to offer, browse through their menus and uncover their limited-edition dishes. For those living  in selected areas in Kuala Lumpur, Selangor and Penang, it gets even better – as long as you  are within a 15km radius of the vendor, you’ll be able to order these delights to your doorstep  while exploring the festival. 

Vendors – there will be a massive 88 in total across the four weeks of the festival – will offer  a huge selection of famous dishes alongside brand-new, limited-edition creations infused with  Tiger Beer or Tiger Crystal, and even crossover collaborations with other vendors – e.g. the  ‘Hainanburg’, a collaboration from Yut Kee x myBurgerLab.. 

Of course, you’ll need something to pair with all this delicious street food. In addition to  purchasing from the Drinkies Bar, you can also order Tiger Beer or Tiger Crystal directly from  vendors, either as an add-on to your order or as part of a combo meal at a special price.  Combo meals come with a free set of Tiger Street Food chopsticks, with two exclusive designs  to collect. 


The Tiger Street Food Virtual Festival is free to attend. You don’t need to download anything  to join the fun, the entire festival experience runs within the browser on your smartphone or  laptop. Please note that while you can access the festival, explore, and play the games from  any location, purchases of street food and Tiger Beer will only be available to those within  delivery range in Klang Valley and Penang. The Tiger Street Food Virtual Festival is strictly  for non-Muslims aged 21 and above only. 

To register for the Tiger Street Food Virtual Festival, sign up at www.tigerstreetfood.my/register. The first 10,000 people to register will earn a free 320ml can  of Tiger Crystal, redeemable with any purchase from a vendor at the festival. Meanwhile, the  first 1,000 people to successfully refer five friends using their unique referral code, will be  rewarded with a free six-pack of Tiger Crystal. 

The Tiger Street Food Virtual Festival opens its doors at 11am on Friday 6th November 2020,  and will be open from 11am-9pm every Friday, Saturday, and Sunday in November. Get ready to take street food from the streets and onto your screens. It’s time to Uncover the  Extraordinary. To find out more about the Tiger Street Food Virtual Festival and register, visit www.tigerstreetfood.my. For more information about Tiger Beer and Tiger Crystal, visit www.facebook.com/TigerBeerMY or follow @tigerbeermy on Instagram.

1 Source: Overall share of throat Aug ’18 – Jul ‘19. Heineken ONEquity Brand Health Tracker by an independent global  research agency. 

* Subject to change according to prevailing MCO SOPs 

Sign Up For Our Newsletter

Written By

Do you have an article, infographic, podcast, presentation slides, press release or a key individual from your organisation that you'd like to highlight on Marketing In Asia? Head on over to Upload Your Content for more info.

Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

TikTok Introduces Lead Generation Ads To Enable Businesses To Drive Customer Acquisition With Ease


Accenture Interactive’s Droga5 Expands Global Footprint With Opening Of Office In Japan


Icertis Again Named A Leader In Gartner Magic Quadrant For Contract Life Cycle Management

PR Newswire

Carsome Partners With Aspirasi To Offer Data-Driven Dealer Financing Solutions


Sign Up For Our Newsletter