Tiger Beer, Singapore’s first locally brewed beer, has officially launched in New York City, it announced on Thursday (Jun 9).
To mark its launch, Tiger Beer set up a pop-up shop from Wednesday to Thursday at Canal Street in New York with the aim of breaking the stereotype that “made-in-Asia” products are of low quality.
The store featured one-of-a-kind art prints, limited edition sneakers and technology products, all from Asian and Asian-American creators. Some of the creators include Mighty Jaxx, Kllylmrck and Mojoko from Singapore, Goods of Desire from Hong Kong, Decoster from Shanghai and Timo Trunks from Thailand.
“We found that too often, ‘made-in-Asia’ is associated with Chinatown and the stereotype of low-quality Asian goods,” said Ms Wong Mie-Leng, Director of International Brands at Tiger Beer. “We want to show New York – and the world – that true innovation and creativity now exemplifies ‘made-in-Asia’.”
Asian street food, prepared by popiah-maker Michael Ker from Singapore and Thai chef James Syhabout, was also served at the pop-up shop.