Tiger Beer uncages roaring final celebration for Year of the Tiger with K-pop star Jessi and top Cambodian acts

TIGER BEER – Asia’s number one international premium beer – brought Cambodia’s year-long Year of the Tiger celebrations to an electrifying finale on December 3 with the ultimate “Celebrate Your Confidence” event, which saw top Cambodian artists sharing a bold stage with global K-pop sensation Jessi at her first ever concert in the Kingdom.

The event, which attracted more than 20,000 spectators, was organised as part of Tiger’s global Year of the

Tiger movement to celebrate confidence and inspire those who want to live their dreams by uncaging their inner Tiger.

Headliner Jessi, with Cambodia’s very own G-Devith, Tey$, CG Movement, KlapYaHandz, and KmengKhmer, together delighted fans and music lovers with their shared boldness, which was brought to life in their high-energy performances throughout an unforgettable night.

“Jessi’s signature fearless style and unapologetic personality is a great embodiment of our brand belief that confidence always finds a way, and we’re thrilled to have her headline Tiger’s special night.

“More than a concert, our final celebration is our tribute to our consumers for setting and achieving their bold ambitions.

“We couldn’t think of a better way to wrap up the Year of the Tiger – and we wouldn’t have it any other way,” said Sorida Kong, Senior Brand Manager Tiger at Heineken Cambodia.

One of the world’s fastest growing premium beer brands, Tiger Beer was born in Asia in 1932 and became a symbol of boldness for creating a high-quality brew in the tropics when others said it was impossible to do so.

For this Year of the Tiger, the brand launched a yearlong campaign to empower Cambodians to similarly defy the odds and believe in themselves by connecting with their passion points, from providing a space for local artists to express themselves to partnering with Son Heung-min – one of Asia’s most inspiring footballers – on his bold

FIFA World Cup® bid.

Tiger advocates responsible consumption and urges consumers not to drink and drive.

During the event, the brand worked with ride-hailing app Grab to provide discounted travel to and from the event to ensure safe journeys for those attending.

Follow Tiger’s social media on the Tiger Beer Facebook pages – strictly for followers aged 18 and over only – to be part of the brand’s journey to an even bolder tomorrow.

Heineken Cambodia is one of the leading brewers in the Kingdom, established in the country in 1994.

Driven by its purpose to brew the joy of true togetherness to inspire a better world, the company creates great experiences for consumers and customers with a portfolio of high-quality local and international brands, including Heineken, Tiger, ABC, Anchor and Gold Crown.

With its national footprint and state-of-the-art brewery in Phnom Penh, the company employs 700 people and supports 120,000 indirect jobs across its value chain.

Committed to the sustainable development of the Kingdom, Heineken Cambodia aims to “Brew a Better Cambodia” with a focus on the environment, social sustainability and responsible consumption on a path to a net zero, fairer and healthier world.

Heineken Cambodia is part of the Heineken Company, the world’s most international brewer.