As part of a Year of the Tiger campaign, Tiger Beer has teamed up with South Korean football star Son Heung-Min to encourage people to “set aside their fears and achieve bold ambitions in 2022.” The Year of the Tiger will begin at Lunar New Year on 1st February 2022.

Son has inspired people around the world with his journey to becoming the highest scoring Asian player in Europe’s premier club competition. For the campaign Son has shared a series of emojis on his Instagram feed and stories that expresses his targets, and has invited his followers to share their own goals. Fans across the globe can participate in the movement by responding to the “My Year, My Goals”, Instagram “Add Yours” story sticker feature created by Tiger Beer with their own ambitions for the Year of the Tiger.

“Tigers are strong in the face of adversity and never back down from a challenge, they’re always bold and determined,” said Son.

“I’ve always tried to have the courage to never give up on my dreams – even in the most difficult times. The Year of the Tiger is the perfect opportunity for all of us to dream big and focus on uncaging our true selves. I’m delighted to partner with Tiger Beer in this movement to inspire people everywhere to own the year by embodying the spirit of the Tiger.”

Tiger has launched a new campaign film featuring Son, ‘The Year of Your Tiger’, celebrating the optimism and bold ambitions of people across the world ahead of the Year of the Tiger.

“Son is a global icon who perfectly embodies the spirit of Tiger Beer – he is courageous, confident and unstoppable,” said Sean O’Donnell, Global Brand Director, Tiger Beer.

“We believe that we are all born with a Tiger inside us – a version of ourselves that knows no limits to what is possible – but few of us are able to uncage it. We are delighted to be working with Son to inspire people everywhere to use the Year of the Tiger as the catalyst to realise their true selves.”