The launch is the latest in a flurry of activity from the brand as it seeks to engage new young audiences, who "seek products that bring an exciting fusion of progressive flavour and innovative experimentation."

The campaign, created by Le Pub APAC, sees G-Dragon walk through a portal to discover a place where different Asian cultures collide. The film aims to showcase how the new range will open people's minds "to an entirely new experience and feeling."

Cyril Louis, executive creative director at Le Pub APAC, says, "Launching a new product unknown to any audience, we needed to be clear about what Tiger Soju Infused Lager brings. It is a bold twist on something we're familiar with, Tiger Beer. We decided to celebrate this collision of Asian cultures in a metaphorical world where Asia's food, fashion, music, art and design come together, creating a place for people open to experimentation, where familiar experiences are reinvented."

Tiger's global brand director Sean O’Donnell, says the range is part of the brand's strategy to "break new ground and bring bold products and experiences to our consumers."

"With soju and Asian culture gaining prominence worldwide, Tiger Soju Infused Lager will appeal to a wider consumer base looking for a new taste experience. We are excited to have G-DRAGON, a true Tiger who embodies our spirit, teaming up with us. His bold and progressive attitude perfectly embodies what Tiger stands for.”

The campaign will initially launch across Singapore and Vietnam.