Tiger Beer today launched their new campaign as part of the on-going “Year of the Tiger” celebrations.

To celebrate the start of the 2022-2023 football season, Tiger Beer has unveiled its latest campaign – ‘The Golden Son’ – starring official Tiger brand ambassador Son Heung-Min.

‘The Golden Son’ celebrates Son’s most recent achievement: in May, he became the first Asian player to win the Premier League’s Golden Boot after scoring 23 goals in a single Premier League season, making him one of the greatest footballers of the modern era.

Son joined the Tottenham Hotspur Football Club in 2015 when he was just 23, later becoming the highest-scoring Asian player in the Champions League, the first Asian player to win the Golden Boot, and the captain of the South Korean football team qualified for the upcoming World Cup.

Building on Tiger Beer’s year-long ‘Year of the Tiger’ celebrations, ‘The Golden Son’ inspires people to dream big and to celebrate their confidence.

[TVC 60” Youtube Video - Tiger Beer - Celebrate Your Confidence (Heung-Min Son)]

“Tiger Beer was born in Singapore, defying the odds by brewing a high-quality beer in the tropics when others said it was impossible to do so. Similarly, Son started out as an unknown Asian player who is now celebrated around the world. He encapsulates our belief that everyone has an inner Tiger that’s ready to be uncaged, and that ‘confidence always finds a way',” says Sorida Kong, Senior Brand Manager for Tiger beer.

Sharing the spotlight with Son for Tiger Beer’s ‘Celebrate your Confidence’ tribute, will be a globally renowned music artist who, like Son, has gone against the odds to become a global sensation on the international stage. Watch out for further announcements and news on one of Tiger Beer and Cambodia’s most electrifying events to take place in December this year.