Tiger, atmos Blend Heritage & Streetwear in New CNY Drop

By Danial Martinus  •  13 Jan 2026 in Hanger

Thirsty for JUICE content? Quench your cravings on our Facebook, Instagram, TikTok and WhatsApp

Tiger Beer and atmos have linked up for a special Chinese New Year streetwear collection that sparks a visual conversation between heritage and modern streetwear.

Dubbed the Spirit of the Tiger collection, you might be inclined to call it a festive collection. But make no mistake, the items in this small capsule can be worn any time of the year, with calligraphic design cues that give it a bit of attitude.

“Dare to charge forward”

At the heart of the collection is Tiger Beer’s running CNY theme, 敢敢冲 (Dare to Charge Forward), making heavy use of calligraphy and other visuals inspired by Japanese izakaya culture and the familiar visual chaos of Asian storefronts.

This theme is reflected in the pieces in a way that makes them feel authentic and lived-in as opposed to being costume-like and a one-time-use kind of deal.

The Chinese Sam Fu denim jacket is arguably the standout piece. It’s designed as a statement layer for CNY gatherings, featuring detailed back embroidery inspired by the Tora no Maki (Tiger Scroll), a traditional motif tied to strength, discipline, and spirit.

It’s the kind of jacket that can hold its own long after CNY gatherings and celebrations have passed thanks to its more neutral and evergreen design cues.

The rest of the collection features graphic T-shirts, boxy work shirts, cropped tees, jackets, and fun statement jerseys that all feature some form of calligraphy or manuscript-style typography along with co-branded details that highlight the Tiger x atmos identity.

Clothing aside, the collection also features a unique Tiger x atmos co-branded poker set. It’s a money-can’t-buy collectible that highlights one of the biggest social aspects of any CNY gathering.

“Chinese New Year has always been a time when people look ahead with intent. This collection reflects that Tiger mindset through bold, culturally rooted streetwear designed to resonate with those who already carry that energy as they celebrate the season in their own way,” says Julie Kuan, Marketing Manager of Tiger Beer Malaysia.

“Collaborating with Tiger has been an ongoing creative exchange,” shares Nelson Tan, Brand Manager of atmos Malaysia.

“There’s a natural overlap in how both brands look at Asian culture, and this collection gave us the opportunity to explore those references through calligraphy, illustration, and streetwear silhouettes.”

The Spirit of the Tiger collection drops on 16 January 2026

You’ll be able to find the collection at select stores as well as online, with additional drops at Tiger Town, Tiger Beer’s on-ground Chinese New Year festival happening in Kuala Lumpur (22-25 January) and Penang (13-15 February).

For more fashion, stick with JUICE Malaysia.