To launch in New York, Tiger - Asia’s number one premium beer - needed to show New Yorkers what 'made in Asia' really means. But how does a badly known Asian beer brand launch in the most cluttered media landscape in the world?
Tiger Trading Co – a pop up store in New York aimed at smashing Asian stereotypes, showcasing the best of Asian creativity at the centre of one of the most iconic of Asian stereotypes – Chinatown.
People queued for 12 hours to get first access, items sold out in under an hour.
Press: Creative Review, Fast Co, Creativity, LLB, Adweek, Cool Hunting, Complex, Hypebeast, Timeout, The Stable