During the lockdown, thousands of street food vendors were going out of business despite the fact that Malaysians were longing for an authentic street food experience.

With the option of organizing a large-scale Street Food Festival off the table, we had to tap into drinker insights in the hopes of developing a fresh approach to street food. We found that people were increasingly reliant on food delivery apps and e-commerce platforms to satisfy their cravings. Instant gratification was the name of the game, and the “cabin fever” phenomenon was the tension we wanted to resolve.

Knowing that every Malaysian was spending most of their time in lockdown in front of their screens and ordering food online, we created Tiger Street Food Virtual Festival - the world's first fully-immersive virtual street food festival. To ensure a cross-dimensional experience, we partnered with vendors throughout their nation so that users could enjoy the festival online while savouring street food at home. The festival vibes were in full swing with OOTD options, games and activities, and even a live concert.