ABOUT

Brief - Launch Tiger, Asia's number one premium beer, in New York City.
Insight - When most New Yorkers think of "made-in-Asia" they think of the cheap, disposable goods in Chinatown's Canal Street; an area famous for Asian discount stores. We need to show New York the real quality of Asian-made products.
Idea - We went to the heart of Canal Street and created Tiger Trading Co, Chinatown's most exclusive discount store. Our 118sqm floor was filled with thousand of cliched dollar store products - everything Asian creativity isn't. The rest of the store was showcase of the best Asian art, fashion, tech and design. Stocked with 700 products the items were sourced from Shanghai, Singapore, Tokyo, Hong Kong and Ho Chi Minh. Anyone could get access just by purchasing a Tiger Beer from nearby bars.