Tiger Beer ventures into Japan market with a pop-up bar

Called Tiger Yuki, the pop-up bar was created as part of Tiger Beer's Japan launch in Tokyo's Roppongi district.
Called Tiger Yuki, the pop-up bar was created as part of Tiger Beer's Japan launch in Tokyo's Roppongi district.PHOTO: TIGER BEER

Japanese chef Shoichi Ueda with a har cheong kai rice burger at Tiger Beer's launch event in Tokyo.
Japanese chef Shoichi Ueda with a har cheong kai rice burger at Tiger Beer's launch event in Tokyo.PHOTO: TIGER BEER

Singapore's homegrown brand Tiger Beer launched in Japan on Wednesday (May 30) with a pop-up bar.

The brand, which dates back to 1932, was officially launched in Tokyo's Roppongi district.

As part of the launch, Tiger Beer created a pop-up bar called Tiger Yuki, with musical performances and street foods from both Singapore and Japan.

For the event, owner of Yishun Park Hawker Centre's Ah Tan Wings, Mr Tan Wee Yang, whipped up his signature har cheong kai or prawn paste chicken.

He also worked with Japanese chef Shoichi Ueda to create har cheong kai rice burgers.

Mr Tan was a recipient of the Tiger Street Food Support Fund, an initiative by the brand to promote Singapore's street food culture by disbursing funds to new and aspiring hawkers.

Brewed with malt, hops and yeast in a process that takes more than 500 hours, Tiger Beer is sold in more than 75 countries.