In an attempt to separate ‘Made in China’ from the association with cheap goods, Singapore’s Tiger beer has decided bring together product designers from all over Asia to remove the notion. Together with ad agency Marcel Sydney, Tiger Beer was able to launch their pop-up shop Tiger Trading Co. on 343 Canal Street in New York City’s Chinatown.
- With the help of Australian production company Will O’Rourke and designer James Dive of The Glue Society, Tiger Beer wanted to juxtapose well-made, innovative, and trendy goods with the typical discount market assortment commonly found in the area.
- It was all part of a campaign that reflects Tiger’s own role and experience in Asia — while its beer is respected for its taste and quality, it also exists in a bed of negative stereotypes about Asian-born products.
“New York has the largest Asian population outside of Asia, but most people here don’t see past the cheap goods in Chinatown,” Tiger Beer’s global brand ambassador, Mie-Leng Wong told Adweek. “As the No. 1 premium beer in Asia, we wanted to give New Yorkers an unexpected way to explore what Asian quality and creativity is all about. So we invited them to explore and discover the best in contemporary Asia for themselves and reset their perceptions.”
- More than 700 creatives from across Asia showcased their products in the store, and each night of the three-night pop-up, the art, design, tech, and fashion on display sold out within the first hour.
- While this campaign only lasted for a few days, Chinese designers and retailers have been vigorously working to change the perception of “Made in China” for the past several years.
With support from local big-name department stores like Lane Crawford, creatives are building fashion and design brands that they hope will rival Western luxury brands in the China market.
Source: Jing Daily