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Hype Malaysia
4 days ago
- Entertainment
- Hype Malaysia
Man U @ Trafford Den, Under Armour Launch, LEGO Home & More: Dope Events We Hit Up This Week!
Another week, another whirlwind of totally EXTRA events! We were here, there and everywhere! We were on the scene and vibing like a boss! Just check out our social diary for this past week (don't be jelly!): Manchester United Roar With Tiger Beer @ The Trafford Den Kuala Lumpur transcended its status as a city for a week as it developed into a meeting place for aspirations and a living monument to ardour, pride, and steadfast devotion. The Trafford Den, a daring reimagining of what it means to be a Manchester United supporter in Malaysia, was made possible by Tiger Beer, the team's Official Beer Partner. The Trafford Den, located in the centre of Kuala Lumpur, was more than just a pop-up bar; it was the realisation of the Theatre of Dreams. It is a statement that Manchester United and its devoted supporters in Malaysia are not constrained by distance. Fans – Hype included – began flooding the venue on 24th May, taking in the sights and sounds of Old Trafford as it was brought to life in the centre of Kuala Lumpur. Stories filled the walls, jerseys were clad like armour, and cold Tiger Beer was poured in honour of something greater than a game: belief, identity, and belonging. Fans unleashed their tiger during this moment, and the spirit of audacity and passion was echoed in every cheer, roar, and shared Tiger Beer sip. Here's what went down at the event. Watch Hype's Exclusive Reel: LEGO Home – A Playful Twist To Your Home @ The Exchange TRX The LEGO Group introduced a new level of LEGO play into one's living area with its most recent line of sets worthy of being displayed. With builds that range from pop culture tributes to botanical designs, the collection lets fans show off their individual interests and passions while blending in with any interior design. The first-ever LEGO Home in Malaysia, LEGO Home – A Playful Twist to Your Home, is being held by The LEGO Group in collaboration with IKEA Malaysia at Central Exchange, Ground Floor of The Exchange TRX, from 29th May to 8th June. The purpose of this 'house tour' event is to inspire visitors to add a playful touch to their homes by allowing them to discover how LEGO sets can be used as home décor to suit a variety of passions and lifestyles. In this three-way collaboration at The Exchange TRX, IKEA Malaysia furnishes the space, while LEGO bricks are used to construct and style the home décor. Take a peek at the LEGO Home. Watch Hype's Exclusive Reel: UNIQLO x ANYA HINDMARCH SS25 'T-Shirt Shop' Launch UNIQLO brought a splash of British charm to Malaysia with an exclusive preview celebrating the launch of the UNIQLO x ANYA HINDMARCH Summer 2025 'T-SHIRT SHOP' collection recently. Available in-store today (30th May 2025), this second drop in the collection with ANYA HINDMARCH follows the debut collection during Fall/Winter 2024. With its focus on thoughtful simplicity and uplifting details, the summer collection brings a light-hearted spirit to the season, reminding us that even the most essential items can spark joy. Here's what went down at the launch. Watch Hype's Exclusive Reel: Under Armour Brand House Launch Under Armour has just relocated its Brand House in Sunway Pyramid, and we were front and centre for the revamped store's unveiling. Featuring whole new sections for easier browsing and a new lounge/ fitting room, the new store is a pleasure to browse and shop in. Hit it up at the Lower Ground floor of Sunway Pyramid today! Watch Hype's Exclusive Reel: Mattel 80th Anniversary 'All Play All Day' At Pavilion Bukit Jalil What happens when Barbie dolls, Hot Wheels, Thomas the Tank Engine, and more get together in Bukit Jalil? Well, just this Thursday, 29th May, was one such day as Mattel celebrated a vibrant, toy-filled adventure for the whole family. In honour of its 80th anniversary, Mattel transformed Pavilion Bukit Jalil into an immersive playground for All Play All Day — a school holiday event packed with interactive zones, nostalgic experiences, and exciting rewards that delighted both kids and adults alike. We were invited to explore the action, and each themed zone had something special to offer. From striking poses at Barbie's 360° photo booth and chilling in her pink bubble pool, to racing Hot Wheels through fiery loops and hopping aboard a life-sized Thomas train, the experience was nonstop fun. Families also enjoyed classic games in jumbo size and joined weekend competitions for a chance to win Mattel goodies. With free admission until 8th June, All Play All Day is worth checking out if you're looking for a fun day out with the family. You may even get a sneak peek at some goodies while you're there. Watch Hype's Exclusive Reel: Zizan Razak Named G-SHOCK's First Malaysian Ambassador Zizan Razak made history recently as G-SHOCK's first Malaysian brand ambassador, and we were on hand to witness him taking the crown. Known for his comedy wins in Maharaja Lawak and blockbusters like Polis Evo, plus his recent debut in the PETRONAS Grand Prix, Zizan perfectly matches G-SHOCK's 'Never Give Up' spirit. This collab kicks off with the legendary 6900 series watch, famous for its toughness since 1995. Zizan joins other regional stars like kickboxer Superbon and footballer Rizky Ridho, bringing fresh local energy to G-SHOCK's mix of fashion, art, music, and sports. Keep an eye on their socials for more cool drops and stories! Watch Hype's Exclusive Reel: Kimpton Naluria Kuala Lumpur Preview The Exchange TRX is already a fun place to be, but did you know that there will soon be a brand new hotel located right next to it? We got the chance to catch a glimpse of the upcoming Kimpton Naluria Kuala Lumpur at Aurum Theatre, where fun interview sessions were held for candidates who are looking for a fresh start in the hotel industry. Although the mockup exhibits of the hotel will be nothing compared to the real deal, it did offer us a sneak peek of what to expect when it opens later this year. Watch Hype's Exclusive Reel: Turkish Cuisine @ Residence Of The Embassy Of The Republic Of Türkiye Türkiye recently celebrated its culinary heritage in Malaysia, and we were lucky to have a place at the table. Hosted by representatives living in Malaysia and abroad, the Turkish Cuisine Week is an event that takes place every year during May with the aim of highlight the years of cultural exchange, sustainable practices and deep-rooted traditions that go into traditional cuisine. During an exclusive luncheon hosted by the Embassy at the Ambassador's residence, guests witnessed a live preparation of the Tepsi and Tavukgöğsü, sharing the recipe for others to try at home. Each year, the event has a different theme, this year being 'Classic Dishes of Turkish Cuisine', offering the public an authentic taste of the country's culinary traditions and the history behind the loved dishes. Watch Hype's Exclusive Reel: What's your Reaction? +1 0 +1 0 +1 0 +1 0 +1 0 +1 0
The Star
4 days ago
- Entertainment
- The Star
Sheer bliss of Man U fans
Pop-up Trafford Den in Kuala Lumpur is a hub for Manchester United fans to connect with each other, share their love for the club and meet some stars as the Red Devils stopped by Malaysia on their Asian tour. — Photos: LOW BOON TAT/The Star THEir favourite team might have lost the friendly to the Asean All-Stars, but for many local Manchester United fans, this has proven to be quite a special week in Kuala Lumpur. Malaysia's capital was chosen as the first stop on the Red Devils' visit to Asia this off-season. And while they were beaten 1-0 by the 'home team', it turned out to be a rather joyous occasion as fans paid tribute to the stars – boldly and unashamedly showing their passion, pride and unwavering loyalty. As the official beer partner of Man United, Tiger Beer brought pop-up Trafford Den to life, depicting just what it means to be a fan of the club in Malaysia. Set in the heart of Kuala Lumpur, Trafford Den was the Theatre of Dreams come true for fans as they had the chance to connect, listen to and relive their football moments with star players in attendance. It led some to declare: 'This is testimony that distance is no barrier for Man United and the fans here in Malaysia. 'This is a great experience made possible by Tiger Beer and the stars who visited.' (From left) Shaw, Heaton, Dalot, Nani, Casemiro and Sneep with the banner signed by fans. Going along with the sponsors' tagline, the fans 'uncaged their tiger, where every cheer and every roar echoed the spirit of boldness and passion.' The atmosphere heightened when Man United players Luke Shaw, Casemiro, Diogo Dalot, Tom Heaton and club legend Nani dropped in for a meet-and-greet session prior to the match. And the guests of honour did not disappoint – there were great cheers and photographs taken, with autographs signed freely. There was an overwhelming sense of togetherness, and a supporter who identified himself only as Ben said, 'Just like the club itself, we the United fans stand stronger and together.' A huge Tiger Beer and Man United banner was signed by the fans as a tribute to the club, which will head to Old Trafford to proudly showcase the passion of Malaysian football supporters. A supporter says the event proves that distance is no barrier to Manchester United fans. Heineken Malaysia marketing manager Julie Kuan said: 'Tiger Beer has always stood for boldness and connection, and with Trafford Den, we brought that to life in a way that truly resonated with the club and all it stands for. 'We didn't just bring Man United fans closer to the club, we brought to life the trinity of football fandom – connection, recognition and loyalty.' She said Tiger Beer created the platform, Manchester United embraced the passion and the fans showed up with unwavering pride. 'It was all about feeling seen, being heard and part of something much bigger. 'Because when fans uncage their 'tiger' and come together, they roar louder – and that spirit of Old Trafford isn't just in Manchester, it lives wherever Tiger Beer is.' Also present was Heineken Malaysia marketing director Willemijn Sneep and sales director Jimmy Ding. — By SHAUN ORANGE
![[Photos] A Red Devil's Afternoon: When Manchester United Turned KL Into Old Trafford](/_next/image?url=https%3A%2F%2Fwww.therakyatpost.com%2Fwp-content%2Fuploads%2F2025%2F05%2FUntitled22-7.jpg&w=3840&q=100)
![[Photos] A Red Devil's Afternoon: When Manchester United Turned KL Into Old Trafford](/_next/image?url=https%3A%2F%2Fall-logos-bucket.s3.amazonaws.com%2Ftherakyatpost.com.png&w=48&q=75){kind=small}
Rakyat Post
27-05-2025
- Entertainment
- Rakyat Post
[Photos] A Red Devil's Afternoon: When Manchester United Turned KL Into Old Trafford
Subscribe to our FREE The scene at The Trafford Den in Kuala Lumpur this afternoon (27 May) could have been straight out of a football fan's fever dream. Portuguese legend Nani, alongside current United stars Casemiro, Luke Shaw, Diogo Dalot, and Tom Heaton, turned this corner of Jalan Doraisamy into a slice of Manchester for one unforgettable afternoon. Inside The Trafford Den, the scene was meticulously crafted to recreate a slice of Manchester, with the iconic Tiger Beer and Manchester United logos prominently displayed against a striking blue and red backdrop. Security was tight, ensuring an exclusive experience for the lucky few who made it inside. 'Having Nani sign my United shirt while enjoying a cold Tiger – it's beyond my wildest dreams,' beamed one of the privileged fans from three Malaysian United supporters' clubs who made it past the coveted doors. Inside, the air was electric, the vibe distinctly Mancunian, with Tiger Beer keeping the celebration properly chilled. The venue's interior paid homage to United's rich history, featuring an imposing wallpaper of Sir Matt Busby alongside his famous quote: 'I never wanted Manchester United to be second to anybody. Only the best would be good enough.' This legendary spirit set the perfect tone for the 30-minute meet-and-greet session. Malaysian Fans Embrace Star-Studded Lineup Fans brought an impressive array of memorabilia, from vintage match tickets dating back to the 2003 Champions League clash against Juventus to pristine trading cards featuring current stars. Vintage flags swayed alongside pristine jerseys, while collectors proudly clutched their commemorative books, each item telling its own story of United devotion. The Malaysian chapter of the Official Fan Club was out in full force, their blue jerseys bearing the Malaysian flag alongside the United crest, demonstrating the club's global reach. 'Of course, we wish the whole squad could be here,' Karamjeet Singh, from the Red Army Manchester United fan club, told TRP. A passionate Mancunian, he proudly displayed his Nani memorabilia alongside a Casemiro #18 jersey, bridging United's past and present. Outside, Red Devils fans waited patiently, their phones raised high, hoping to catch a glimpse of their heroes. Where Football Legends Meet Tiger Beer: A Malaysian Celebration The event space, decorated with the slogan 'As The Reds Go Marching On' and featuring both Tiger Beer's signature blue and United's classic red, created the perfect backdrop for photos and autograph sessions. The atmosphere inside was electric, as captured in firsthand photos from the event, with notable Scenes from The Trafford Den showed fans clutching prized NANI 17 jerseys freshly autographed by the Portuguese star himself. The professional setup featured a sleek signing station where players met with supporters, while Tiger Beer's distinctive branding merged seamlessly with Manchester United's iconic imagery. In one memorable moment captured on camera, Nani showcased his beer-pouring skills at the custom Tiger Beer draft station, his smile reflecting the casual, celebratory atmosphere of the afternoon. The timing couldn't have been sweeter – the team riding high after their For these Malaysian fans, many of whom have been waiting since United's last visit in 2009, it was thirty minutes of pure football magic. Extended Time: Your Chance to Experience Manchester Magic While the exclusive meet-and-greet may have concluded, the celebration continues. The Trafford Den pop-up bar remains open until 28 May, offering United supporters who missed today's action a chance to soak in the atmosphere. Fans can still experience the venue's unique Manchester United vibe, capture photos against the Old Trafford backdrop, and enjoy ice-cold Tiger Beer in this specially created Red Devils sanctuary. The extended opening provides a perfect opportunity for the wider United community to be part of this historic celebration, even if they couldn't secure a spot at today's star-studded event. READ MORE : Share your thoughts with us via TRP's . Get more stories like this to your inbox by signing up for our newsletter.
Malay Mail
27-05-2025
- Business
- Malay Mail
Red Devils light up KL: Man United stars electrify fans at Trafford Den pop-up launch in Malaysia
KUALA LUMPUR, May 27 — Manchester United Football Club, also known as Man United or the Red Devils, has seen its fan base grow steadily across Malaysia over the years. The club's supporters have only increased, not just nationwide, but globally, as passion for the team continues to pass through generations. In collaboration with Tiger Beer, the club launched 'The Trafford Den', Asia's first Tiger Beer x Manchester United Pop-Up Bar, located in Kuala Lumpur. Since its opening on May 24, the venue has drawn numerous fans and vloggers, eager to experience this one-of-a-kind space. Today marked a momentous occasion as Manchester United players, including Luke Shaw, Casemiro, Diogo Dalot, Tom Heaton and club legend Nani (Luís Carlos Almeida da Cunha), arrived at the venue. After a 14-hour journey, Luke Shaw expressed his appreciation for the warm welcome from Malaysians. Manchester United players Luke Shaw, Casemiro, Diogo Dalot, Tom Heaton and club legend Nani are seen at Asia's first Tiger Beer x Manchester United Pop-Up Bar in Kuala Lumpur May 27, 2025. — Picture by Choo Choy May 'It's amazing to see the fans here. 'We're always far away, but we always feel the support, and we appreciate it.' Although he didn't get the chance to try local Malaysian food, Diogo Dalot was impressed by the country's hospitality. 'It just shows how much they love this club and team.' Club legend Nani has visited Malaysia before, including iconic sites such as Batu Caves, making this trip a familiar experience for him. He shared that if he could bring one legendary United player along to explore Malaysia, it would be someone who could entertain him 'I would maybe like to bring Ji-Sung Park,' he said. Manchester United players Luke Shaw, Casemiro, Diogo Dalot, Tom Heaton and club legend Nani hold a giant Tiger Beer x Manchester United banner at Asia's first Tiger Beer x Manchester United Pop-Up Bar in Kuala Lumpur May 27, 2025. — Picture by Choo Choy May Why was The Trafford Den created, and why Malaysia? Julie Kuan, 38, marketing manager for Heineken overseeing Tiger Beer, explained that the brand aims to strengthen the connection between the club and its supporters. Man United acknowledges the fans' devotion, and in return, fans continue to pledge their loyalty. She described this relationship as a 'trinity of football fandom' that comes to life through the partnership. 'That's why we created this space. It's not just a bar or pop-up; it's actually a true homegrown (space) for fans who live and breathe Manchester United.' In addition, Malaysia was chosen as the launch location for Asia's first Trafford Den because of its massive and enthusiastic Man United following. 'It's been a long time since the club visited Malaysia,' Julie added. 'So I think it is perfect for us to host this occasion where it's going to be very special for the fans to meet the players, the club, and also to be able to witness the football games.' Fans pose for a picture during a meet-and-greet with Manchester United players Luke Shaw, Casemiro, Diogo Dalot, Tom Heaton and Nani at Asia's first Tiger Beer x Manchester United Pop-Up Bar in Kuala Lumpur May 27, 2025. — Picture by Choo Choy May Fan reception Fan responses have been overwhelmingly positive. Venu, 44, said that the experience today has been wonderful, and the standout moment was definitely getting to see the players in person. 'I'm excited to meet Nani the most, because he is our legend.' The same goes for Mathan, 43, a fan who has visited Old Trafford, the club's stadium in England, more than three times. Moven, 35, shared that he has been a fan for over 20 years and emphasised that no matter how the team performs — whether they win or lose — he will continue to show his support. 'The principle is simple: United, wife and kids.' Tiger Beer spokesperson Julie Kuan at Asia's first Tiger Beer x Manchester United Pop-Up Bar in Kuala Lumpur May 27, 2025. — Picture by Choo Choy May An experience that will surely happen again Tiger Beer and Manchester United have maintained a partnership for over five years, ensuring that similar experiences will continue in Malaysia. 'We hope to continue delivering great experiences and bringing fans closer to the club through various types of activations. 'Perhaps not the same activation, but you can expect a lot more noise coming from the partnership,' said Julie.
Straits Times
23-05-2025
- Business
- Straits Times
Made In Singapore: How Tiger Beer bottled a nation's soul
Tiger Beer is one of Singapore's most recognisable cultural exports. ST PHOTO: JORDAN LEE & JAMIE KOH SINGAPORE – One useful piece of pub quiz trivia is that the first official can of Tiger Beer rolled off the line in 1965, the same year Singapore became an independent republic. However, the brewery's story started long before 1965. In many ways, it runs parallel to the island's sprint from colonial-era entrepot to the bustling city-state that it is today. Mr Shue Toh Ting, a 67-year-old retiree who spent his entire career at Asia Pacific Breweries Singapore (APBS), manufacturer of Tiger Beer, recalls a time before the 1980s when Tiger Beer was available only in hawker centres and kopitiams. These days, the beer is not only easy to find in Singapore, but it has also become one of the island's most recognisable exports. Brewed to meet a local craving for a lighter and cheaper pint, Tiger Beer has evolved through Singapore's wartime years to post-independence and rapid economic development. The Straits Times looks back at the brand's lesser-known roots. Birth of the tiger Raffles Hotel is said to be the birthplace of Tiger Beer, says hotel managing director Christian Westbeld. 'In 1931, nearly a century ago, a conversation between executives from Heineken and Fraser & Neave (F&N) played a role in the establishment of the then Malayan Breweries,' says Mr Westbeld. 'You must not miss your Tiger' was one early slogan used in print advertisements in the 1930s. PHOTO: ST FILE This is because of the hotel's Bar & Billiard Room's unusual connection to the tiger: One was shot and put down in the bar in 1902 after it escaped from a nearby circus. 'This story, coupled with the executives' conversation in the restaurant, seems to have in part inspired the naming of the Tiger Beer brand and its use of the Travellers' Palm – a symbol which has also inspired Raffles Hotel's very own palm logo – in its insignia,' Mr Westbeld adds. That conversation saw F&N and Heineken sinking $1 million into Malayan Breweries, Singapore's first modern brewing plant, located in Alexandra Road. A 1935 print advertisement depicting the tiger slaying at Raffles Hotel that inspired Tiger Beer's name. PHOTO: ST FILE What fuelled this investment, according to media reports from the time, was the high price of imported ale – which could come up to half a labourer's daily wage for a single bottle – and the tropical weather demanding a lighter brew. In 1932, the beer debuted with the slogan 'Time for a Tiger'. It launched with a free-flow event for 200 guests. A report in ST said then: 'An eloquent tribute to the new beverage lay in the fact that many who were not regular drinkers asked for a second glass, while others had a third.' Ms Audre Ang , who wrote her undergraduate dissertation in 2017 on Tiger Beer's print advertisements, says the beer's branding has followed the city's evolution: 'It's interesting that Tiger Beer goes from selling itself to a very segmented racial society to becoming a Singapore beer.' This can be seen in the beer's earliest advertisements, which not only presented itself in the different languages of multicultural Singapore, but also tailored its messaging depending on the audience. 'You can see that for the Europeans, there were ads that were more driven towards middle-class pandering, more business-oriented. Even the aesthetics w ere more cartoonish, more westernised,' says Ms Ang. The first few decades of Tiger Beer's advertisements are intertwined with Singapore's colonial history. PHOTOS: ST FILE In contrast, ads in Chinese newspapers featured women in Shanghainese attire , and emphasised how the drink was a cure for boredom and frustration. Meanwhile, ads in Jawi placed greater emphasis on the kampung spirit and how Tiger Beer was a good fit for festivities. The beer was a hit. Within two years of founding, Tiger reportedly accounted for two-thirds of all beer drunk in British Malaya. From the empire's pint to national drink As Singapore lurched towards the Second World War, Malayan Breweries' branding took on a more patriotic and war-like tone, says Ms Ang. 'You see advertisements that had Tiger Beer with the 'V for victory' sign,' she says. 'It was a reference to a Winston Churchill speech.' Churchill was prime minister of the British Empire during the war. ' Ads were saying 'drink Tiger to support the British', so it was very blatant that this was not just a beer for consumption, but also a beer to promote war efforts,' she adds. This messaging and approach resonated, with Tiger becoming synonymous with British presence in Malaya. British author Anthony Burgess later immortalised the Tiger Beer slogan with the title of his first book, Time For A Tiger, published in 1956 and set in Malaya as it was decolonising. British servicemen guzzled 3.3 million bottles in 1950 – about 14 for each soldier a month, according to a report by ST. The Singapore Standard also declared beer 'the national drink of Malaya' in 1951, based on sales volume. Ms Audre Ang says the brand's early advertisements sold the beer to a more racially segmented society. ST PHOTO: JORDAN LEE & JAMIE KOH Dr Leonard Bels, the brewery's brewmaster, told the newspaper in 1968 that British forces were prolific consumers who took the beer's reputation with them wherever they went. 'For example, we are doing well in London because British soldiers ask their club manager for Singapore beer. So accustomed are they to the taste.' The wartime years also saw the creation of the 'Tiger Cub', a lighter, lower-alcohol brew that stayed on shelves until 1947 due to malt shortages. As war gave way to peace and decolonisation, Tiger Beer's branding reflected the national shift in sentiment, says Ms Ang. 'There was actually an ad campaign on the Tiger Cub,' she says, pointing to ads depicting the cub growing bigger and lifting weights. 'They wanted to show that Tiger Beer was not the strongest in alcohol percentage, but that it was slowly growing through the years and getting better as standards of living improved after the war.' When Singapore was looking at independence, there was also an ad from Tiger Beer that said 'vote for Tiger Beer'. Ms Ang says: 'It mentioned that this is not just a beer, but also a Singapore beer. So, you see that reflection of national identity coming out through the years in Tiger Beer's ads .' As the decades rolled on, Tiger Beer's branding increasingly intertwined with that of the city-state it was born in. Mr Gerald Yeo, marketing director of APBS , notes that as Singapore entered its post-independence years, the brand increasingly embraced its Singapore branding, with tie-ins with hawker food and tourist attractions. APBS created its first TV commercial for Tiger Beer in 1973. Called Earthquake, it was set in a kopitiam. 'You have a table of Tiger Beer drinkers and suddenly, there's an earthquake,' says Mr Yeo. 'It's never happened in Singapore, but there's an earthquake, everyone starts running out shaking and all that, and you see the Tiger Beer drinkers all gather around the table to enjoy the Tiger Beer unfazed. 'The 70s were volatile. So, the message was about giving confidence to Singapore to be resilient and steadfast.' 'My first and maybe last job' One of the people who had a front-row seat to Tiger Beer's journey was Mr Shue Toh Ting, who worked for 44 years at APBS in what was his 'first and maybe last job'. Now retired, he had worked his way up from lab technician to safety manager and efficiency controller. Mr Shue Toh Ting spent his 44-year career working at the breweries behind Tiger Beer. ST PHOTO: JORDAN LEE & JAMIE KOH By Mr Shue's time, Tiger Beer's association with military men had shifted away from soldiers of the British Empire to soldiers of newly independent Singapore. His first brush with Tiger Beer came during national service, when servicemen could buy up to six cans duty-free each month. Mr Shue jokes that with a $90 NS salary, 'if we wanted to buy more, we couldn't afford it'. A common myth at the time was that this 'armed forces beer' was diluted in some way . Mr Shue says working at the company made him realise it was the same brew sold to the public, just in a different container. In 1980, he began working for Malayan Breweries, mostly because its old location in Alexandra Road – close to where Swedish furniture retailer Ikea is today – was less than a 10-minute walk from his home. While he thought his starting wage of $316 was low, he was able to save money by walking home for lunch. Mr Shue Toh Ting's first contract with Malayan Breweries. PHOTO: SHUE TOH TING Singapore's labour force at the time numbered just over 1.1 million, of which 30 per cent worked in the manufacturing sector – the largest sector at the time, according to the Department of Statistics. The median wage at the time was $400. When Mr Shue was starting out, brewing was akin to a full-body workout. 'It was like doing gongfu ,' he says. 'To open the valve or close the valve, you had to kick .' Using older equipment meant a lot of manual labour: scrubbing tanks, calculating the concentration of ingredients and donning jackets to step into freezing rooms, because cooling technology was far more rudimentary at the time. Mr Shue Toh Ting recalls a time when brewing was a more labour-intensive process. PHOTO: SHUE TOH TING The work could also be dangerous. For instance, Mr Shue recalls a time before the Ministry of Manpower mandated the presence of carbon dioxide sensors that could trigger evacuation alerts. 'Sometimes you go in, you cannot breathe, you quickly run out.' The big leap came in 1989, when production moved to a more automated plant at the brewery's current location in Tuas. Even though it meant growing pains, Mr Shue says the shift towards automation was a lot of fun because it meant learning by doing. 'We'd start a programme and we couldn't find where the water was coming from – because there was no water. Then we would go and chase, and find out the water was going to the wrong tank. 'The brewing process used to have a lot of manual work. Now, everything is on a conveyor, all smooth, very minimum manpower needed,' he adds. Mr Shue says automation has come a long way since his days as a lab technician at Malayan Breweries. ST PHOTO: JORDAN LEE & JAMIE KOH One of his fondest memories of his time working at Tiger Beer was helping to introduce on-the-job-training at the factory with the National Training Centre. Workers learnt not only how to use different machinery, but also how to repair them – a sign of the pace of technological advancement and constant upskilling necessary to stay competitive. Mr Shue also recalls being a seven-time champion of the company's tasting competition. Mr Shue says the brewing process in his day involved more manual labour. ST PHOTO: JORDAN LEE & JAMIE KOH All batches brewed by the brewery had to go through a tasting panel, but the company also instituted a contest to see whose taste buds were the most discerning. Mr Shue still has the cups he won, a memento of his achievement before the company ended this practice. He does note, however, that Tiger employees still get free-flow after-hours booze. Going global while staying Singaporean APBS marketing head Mr Yeo notes that Tiger's branding has been more about evolution than revolution throughout its history. Asia Pacific Breweries Singapore marketing director Gerald Yeo at the Tiger Brewery. ST PHOTO: JORDAN LEE & JAMIE KOH Its first slogan, 'time for a Tiger' morphed into the catchphrase 'it's Tiger time' from the 1980s onwards. 'It's truly a global brand with local origin that's maintained its roar since the 1930s,' says Mr Jeff Cheong, chief executive of advertising agency DDB Group Singapore. The agency had worked with APBS in 2001 and 2021. Mr Cheong adds: 'It went from local brewery to national pride to internationally awarded brand to a global lifestyle brand without losing its Asian roots.' He notes that while the packaging has evolved with the times, with sleeker and slimmer cans to reach younger audiences , the colours and logotype have stayed mostly consistent. To Mr Cheong, the biggest difference is how the beer has increasingly embarked on sponsorships and pushed for international recognition. For instance, Tiger Beer took the gold medal at the World Beer Cup for International-Style Lager in 2010. ' Over the years, Tiger has successfully stayed true to its Asian roots while remaining relevant to international audiences – a delicate balance that many brands struggle to maintain when expanding globally,' he adds. This global push emerged in the 2000s, when APBS began sponsoring celebrities such as American actress Jessica Alba and, later, British football teams Manchester United and Tottenham Hotspur. 'We took an intentional approach to push Tiger beyond Asia into the rest of the world,' says Mr Yeo. 'You can find Tiger in over 60 countries in the world today. All the way in the Fiji Islands in the South Pacific to Mount Fuji in Japan to Kazakhstan. ' The beer even made a cameo in the TV series The Falcon And The Winter Soldier (2021). 'You see Bucky Barnes drinking Tiger Beer. Cross my heart, we did not pay for that,' says Mr Yeo. Additional research by Gokelam Ponniah Achary and Jagjit Kaur Major Singh. This is the second instalment of Made In Singapore, a series examining the Singaporean roots of global creations. Join ST's WhatsApp Channel and get the latest news and must-reads.
