Tiger Beer has partnered with Malaysian streetwear brand, Pestle and Mortar Clothing (PMC), to launch an NFT collection of "Lucky Tigers". Dubbed as "The Tiger Archives", the collection features PMC's take on Chinese archival tiger artwork. The artwork for the NFT also features unique and hand-drawn images of Tiger Beer's bottles. 

The NFT collection is open for public mint on 25 January and each NFT will be sold at approximately RM720, at the time of writing. Additionally, 30% of all proceeds from "The Tiger Archives" will go toward supporting local musicians and artists throughout 2022. 

According to PMC's founder, Hugh Koh, one of its main drivers for "The Tiger Archives" is to educate newcomers into the metaverse, and illuminate this space for its community. Additionally, this partnership aimed to show how the metaverse enables endless possibilities.

"By ingraining the Spirit of the Tiger onto the blockchain, these NFTs also serve as lucky charms that will bring its owners joy and abundance throughout the Tiger year and beyond,” Koh explained.  A+M has reached out to PMC for additional information regarding the partnership and its future plans for the metaverse. 

Meanwhile, Tiger Beer Malaysia's marketing manager, Joyce Lim said that the Year of the Tiger is a very special year for the brewery as it was an occasion that comes once every 12 years. Lim added the brewery aims to encourage its consumer to "uncage their inner tiger and go all out to pursue their boldest ambitions in 2022". With this partnership, Lim explained that it showcases the brand's progressive, roaring spirit, and the brewery hopes to continue breaking boundaries with its long-standing partner, PMC. 

In fact, this is not  the first time Tiger Beer has partnered with the streetwear brand. In November last year, Tiger Beer launched its second edition of the Tiger Street Food Virtual Festival by launching a streetwear collection. Aside from collaborating with PMC, the brewery also collaborated with local streetwear brands such as EK Collective, TNT Co, The Swagger Salon, Eversince and Dissyco. 

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 aimed to bring the two cultures together to create an extraordinary experience for fans while breaking the boundaries of street food.

Separately, Tiger Beer appointed international footballer Son Heung-Min as its official Tiger brand ambassador earlier this week. Tiger Beer said in a statement that Son's journey from South Korea to becoming an international football icon, as well as the highest-scoring Asian player in Europe’s premier club competition, made him the perfect partner for the brand's mission to help people uncage their inner tiger.

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