Tiger Beer uncages a roaring final celebration for the Year of the Tiger with global K-pop star Jessi and top Cambodian artists

Phnom Penh, 3 December 2022 – Tiger Beer, Asia’s number one international premium beer, brought Cambodia’s year-long Year of the Tiger celebrations to an electrifying finale this weekend with the ultimate ‘Celebrate Your Confidence’ event, which saw top Cambodian artists sharing the bold stage with global K-pop sensation Jessi at her first-ever concert in the Kingdom.

The event, which attracted over 20,000 spectators, was organized as part of Tiger’s global Year of the Tiger movement to celebrate confidence and inspire those who want to live their dreams by uncaging their inner Tiger. Headliner Jessi, together with Cambodia’s very own G-Devith, Tey$, CG Movement, Klapyahandz, and KmengKhmer, rallied fans and music lovers together with their shared boldness, which were brought to live in their high-energy performances throughout the unforgettable night.



“Jessi’s signature fearless style and unapologetic personality is a great embodiment of our brand belief that confidence always finds a way, and we’re thrilled to have her headline Tiger’s special night,” said Sorida Kong, Senior Brand Manager Tiger at HEINEKEN Cambodia. “More than a concert, our final celebration is our tribute to our consumers for setting and achieving their bold ambitions. We couldn’t think of a better way to wrap up Year of the Tiger, and we wouldn’t have it any other way.”



One of the world’s fastest growing premium beer brands, Tiger Beer was born in Asia in 1932 and became a symbol of boldness for creating a high-quality brew in the tropics when others said it was impossible to do so. This Tiger year, the brand launched a year-long campaign to empower Cambodians to similarly defy the odds and believe in themselves by connecting with their passion points, from providing a space for local artists to express themselves to partnering with one of Asia’s most inspiring footballer Son Heung-Min as he tackles a bold FIFA World Cup challenge this month.



Tiger advocates responsible consumption and urges consumers to not drink and drive. During the event, the brand worked together with ride-hailing app Grab to provide discounted travel to and from the event to ensure safe commute for attendees.  



ollow Tiger’s social media pages at Tiger Beer | Facebook (strictly for followers aged 18 years and above only) to be part of the brand’s journey to an even bolder tomorrow.

About HEINEKEN Cambodia

HEINEKEN Cambodia is one of the leading brewers in the Kingdom, established in the country in 1994. Driven by its purpose to brew the joy of true togetherness to inspire a better world, the company creates great experiences for consumers and customers with a portfolio of high-quality local and international brands, including Heineken®, Tiger, ABC, Anchor and Gold Crown. With its national footprint and state-of-the-art brewery in Phnom Penh, the company employs 700 people and supports 120,000 indirect jobs across its value chain. Committed to the sustainable development of Cambodia, HEINEKEN Cambodia aims to ‘’Brew a Better Cambodia’’ with a focus on the environment, social sustainability and responsible consumption on a path to a net zero, fairer and healthier world. HEINEKEN Cambodia is part of the HEINEKEN Company, the world’s most international brewer.


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