Son leads global movement to encourage fans to “Uncage Your Tiger” in 2022.

SINGAPORE - Media OutReach - 4 January 2022 - Tiger Beer, the number one international premium beer in Asia, has teamed up with global football icon Son Heung-Min to ignite a movement to encourage people to set aside their fears and achieve bold ambitions in 2022. The Year of the Tiger will begin at Lunar New Year on 1st February 2022 and marks the perfect opportunity to embody the symbolic power of the Tiger and uncage your bold ambitions for the year ahead.

Son has inspired people around the world with his journey from South Korea to becoming the highest scoring Asian player in Europe's premier club competition. Through dreaming big and never giving up in the face of adversity, he overcame challenges with courage and determination. Son's journey makes him the perfect partner for Tiger Beer's mission to help people uncage their inner tiger.

Today, Son is declaring how the Year of the Tiger is inspiring him to target his boldest ambition yet – to win a major trophy for his country. To inspire fans everywhere about what can be achieved by dreaming big, Son has shared a series of emojis on his Instagram feed and stories that expresses his targets, and has invited his followers to share their own bold goals. Fans across the globe can participate in the movement by responding to the "My Year, My Goals", Instagram "Add Yours" story sticker feature created by Tiger Beer with their own ambitions for the Year of the Tiger.

Son Heung-Min, Official Tiger Brand Ambassador comments: "Tigers are strong in the face of adversity and never back down from a challenge, they're always bold and determined. I've always tried to have the courage to never give up on my dreams – even in the most difficult times. The Year of the Tiger is the perfect opportunity for all of us to dream big and focus on uncaging our true selves. I'm delighted to partner with Tiger Beer in this movement to inspire people everywhere to own the year by embodying the spirit of the Tiger."

Sean O'Donnell, Global Brand Director, Tiger ®, Tiger Beer comments: "Tiger Beer was born from defying the odds with a bold and courageous spirit. Brewing beer in the tropics was thought to be impossible until we did it. Son is a global icon who perfectly embodies the spirit of Tiger Beer – he is courageous, confident and unstoppable. We believe that we are all born with a Tiger inside us - a version of ourselves that knows no limits to what is possible - but few of us are able to uncage it. We are delighted to be working with Son to inspire people everywhere to use the Year of the Tiger as the catalyst to realise their true selves."

The partnership with Son is the latest in Tiger Beer's ongoing commitment to help people Uncage their Tiger. As part of the movement, Tiger has launched a new campaign film featuring Son, 'The Year of Your Tiger', celebrating the optimism and bold ambitions of people across the world ahead of the Year of the Tiger.

A full range of media assets is available here.

Follow @tigerbeer on Instagram and Facebook for more updates on the campaign.

About TIGER®:

Tiger® was born in 1932 on the streets of Singapore. Today, Tiger® is the number one international premium beer in Asia and one of the world's fastest-growing beer brands. It is available in more than 50 markets across the globe. Defying the odds to create the ultimate brew, a perfect balance between bold and refreshing, Tiger® has been uncaging new ways to take refreshment to the next level and make the impossible possible for decades. Tiger® believes that we are all born with a Tiger inside us, a version of ourselves that knows no limits to what is possible. But we often succumb to the status quo because unlike a Tiger, we fear failure. Tiger® is igniting a movement to encourage people everywhere to set aside their fears and achieve their boldest ambitions in the Year of the Tiger. For more information, please visit

About HEINEKEN

HEINEKEN is the world's most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the Heineken® brand, the Group has a portfolio of more than 300 international, regional, local and specialty beers and ciders. HEINEKEN is committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through "Brewing a Better World", sustainability is embedded in the business. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. It employs more than 80,000 employees and operates breweries, malteries, cider plants and other production facilities in more than 70 countries. Heineken N.V. and Heineken Holding N.V. shares trade on the Euronext in Amsterdam. Prices for the ordinary shares may be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on Reuters under HEIN.AS and HEIO.AS. HEINEKEN has two sponsored level 1 American Depositary Receipt (ADR) programmes: Heineken N.V. (OTCQX: HEINY) and Heineken Holding N.V. (OTCQX: HKHHY). Most recent information is available on HEINEKEN's

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