January 9, 2026

atmos x Tiger: Spirit of the Tiger collection

Two iconic Asian brands reunite for their most ambitious collaboration yet

Tiger Beer, a world-acclaimed iconic Asian beer brand, and atmos, a Tokyo-based streetwear label, have come together once again for a Chinese New Year (CNY) collaboration inspired by their shared roots in Asian street culture. The atmos x Tiger: Spirit of the Tiger collection explores traditional Japanese calligraphy and manuscript-style typography, paired with bold graphic storytelling.

atmos x Tiger: Spirit of the Tiger collection

The overall concept is inspired by Japanese izakaya culture and the energy of Asian street storefronts, creating a setting that feels raw, cultural, and contemporary. Reflecting Tiger’s CNY theme of 敢敢冲 (Dare to Charge Forward), the collection creates a dialogue between heritage and modernity, centered on wearable silhouettes designed for the festive season.

Anchoring the collection is a Chinese Sam Fu denim jacket, featuring detailed back embroidery inspired by the Tora no Maki (Tiger Scroll), a traditional motif associated with strength, discipline, and spirit. Designed as a statement layer for CNY gatherings, the jacket blends cultural symbolism with everyday wearability.

The apparel range also includes Graphic T-shirts, Boxy Work Shirts, Jacket, Cropped Tees and Statement Jerseys, each incorporating calligraphic artwork and co-branded design details.

The atmos x Tiger: Spirit of the Tiger Collection will be available from 16 January at selected atmos stores, including Mid Valley Megamall, Sunway Pyramid, Genting Sky Avenue, and Pavilion Kuala Lumpur, as well as online at www.atmos-kl.com.

For more info on Tiger's CNY 2026 campaign and promotions, check out their website here.

Beyond apparel, the collaboration introduces the first-ever Tiger x atmos poker set. This money-can’t-buy collectible transforms the calligraphic art into a centerpiece for the social ritual during gatherings, channeling the 敢敢冲 (Dare to Charge Forward) spirit.