Park Jae-hyuk is a seasoned journalist who has provided comprehensive coverage of South Korea's corporate dynamics, economic policies, industry challenges and the global positioning of Korean companies. Based on the articles he has written since joining The Korea Times in 2016, his investigative approach has helped readers understand corporate governance, economic trends and business strategies shaping South Korea’s economy.
INTERVIEW Tiger goes after Asahi, Tsingtao
Venus Teoh, international brand director for Tiger Beer, speaks during an interview with The Korea Times at Sebitseom in Seoul, Nov. 9. / Courtesy of Tiger Beer
By Park Jae-hyuk
By Park Jae-hyuk
Tiger Beer seeks to overthrow Asahi and Tsingtao, both of which have long dominated Korea's imported beer market, by boosting marketing activities and forging stronger business ties with bars and other retail outlets, according to the international brand director for the 86-year-old Singaporean beer.
“We understand the market is very competitive, but what is unique about Tiger is the beer itself,” Venus Teoh said during a recent interview with The Korea Times in Seoul.
“Tiger is currently Asia's No. 1 premium beer and one of the fastest growing. We are currently No. 9 in the world's premium beer market. Hence, we believe the brand itself is successful and has power to enter the market by taking risks. We will make sure to succeed in Seoul,” she said.
According to data compiled by the nation's three biggest convenience store chains, Asahi, Tsingtao and Heineken have dominated Korea's imported beer market over the past few years.
Contrarily, Tiger, San Miguel and other Southeast Asian beers have failed to get their names into the top 10.
Teoh, however, said she is confident of Tiger's success in Korea, despite the challenging market conditions.
“What is unique about Tiger is that it fits perfectly with all Asian food. I think Korean food, with its diverse range of tastes, is complemented by a refreshing Tiger beer,” she said. “Tiger has a reputation for being brewed in 16 different markets and sold in 50 markets. This means Tiger can complement diverse flavors.”
Indicating their determination, the international brand director also implied that the beer brand will undertake a business expansion in Korea.
“We are always on the lookout for unexpected opportunities, and are looking to expand Tiger's presence in this market,” she said.
Teoh said her company does have a plan to launch a Tiger office in Korea, although she cannot say when that will happen at this moment.
Tiger has been distributed in Korea through Heineken Asia Pacific Export as the Dutch brewing company acquired Asia Pacific Brewery, the Singaporean beer's manufacturer, for $4.5 billion in 2012.
“I believe we need to take leaps to be more successful,” Teoh said.
Tiger also held its first global event in Seoul, Nov. 9, as a part of its efforts to expand its presence here.
During the “Tiger Roar” event at Sebitseom in southeastern Seoul, 16 young talents from Korea, Germany, U.K., U.S., Mongolia, Myanmar, Singapore and Malaysia showcased their abilities in art, fashion, dancing, engineering and cooking.
According to Teoh, her company picked Seoul for the event because the tiger is the national animal of Korea.
“We believe everyone has a tiger inside them,” she said.