Chinese New Year in Singapore has always revolved around one simple but powerful word: huat. It is the hope for good fortune, good company and good times around the table. This year, Tiger Beer, Singapore’s iconic homegrown beer since 1932, is taking that spirit islandwide with a playful mix of tradition, tech and neighbourhood celebrations that invite everyone to literally let the huat out.
Leading the charge is Tiger’s first-ever Huat Squad, a five-lion dance troupe that puts a fresh spin on a familiar festive sight. Each lion represents one of the five blessings many Singaporeans wish for during the Lunar New Year: longevity, wealth, health, kindness and peace.
From 30 January to 15 February, the Huat Squad will appear at six festive Tiger roadshows across the island, popping up in supermarkets and community spaces where friends and neighbours naturally gather in the lead-up to the big celebrations. At selected stops, early shoppers who pick up a 24-can carton can expect festive extras, including Tiger Radler Mandarin and Honey and a limited-edition Huat Coin.
Beyond the drumbeats and lion dance moves, Tiger is also tapping into a very modern New Year ritual: the flood of messages that light up our phones the moment the season begins. Building on that shared experience, the brand has launched Send The Huat, a digital activation that turns festive greetings into chances to win prizes. The idea is simple and social.
Participants choose a cheeky customised greeting video, share it via WhatsApp along with a unique referral code, and when friends enter that code, both sender and recipient unlock a chance to spin digitally for a reward. The chain continues as each recipient gets their own videos and codes, keeping the huat flowing across social circles.
Running from 5 January to 24 February and open to Singapore residents aged 18 and above, Send The Huat does not require any purchase to take part. The prizes are designed to add a little extra cheer to the season, ranging from a home visit by the Huat Squad for one grand winner to more than fifteen thousand dollars’ worth of supermarket and convenience store vouchers, limited-edition gold-plated Tiger coins, and bonus spins redeemable at Tiger Chinese New Year supermarket roadshows.
Tiger is also bringing festive energy to the everyday moments that define the season, beyond reunion dinners. Supermarket roadshows across the island invite shoppers stocking up for steamboat feasts to join in the celebrations with chances to win cash prizes and exclusive Tiger merchandise.
At neighbourhood kopitiams, the festivities continue with Tiger-infused bak kwa, created in collaboration with Century Bak Kwa, and specially designed merchandise by Zha Huo Dian and The Corner Shop, redeemable with qualifying beer purchases. It is a nod to the late-night suppers, casual meet-ups and familiar places where many of the most memorable New Year moments happen.
From lion dances and digital greetings to kopitiams and supermarket aisles, Tiger’s Chinese New Year 2026 celebrations are a reminder that huat is not just something you wish for, but something you share.
For the latest updates on where the Huat Squad will appear next and how to take part, follow @tigerbeersg and get ready to let the huat out wherever you celebrate.