Tiger, as a popular Asian beer, was looking to establish itself as a world-renowned brand rather than just a beer from Asia. It hosted a series of musical and fashion events around the world, and Shanghai was selected as the city to debut the international tour.
Liquid Impact was chosen to manage set design and provide overall event management. The internationally famed band Futon, whose members come from the Great Britain, Thailand, and Japan, was invited as the performing artists. Artists and designers from other Asian countries were also invited, showcasing unique Asian and international music styles.
