Tantalising street food and ice-cold beer, a few days ago, we were lucky enough to be given a sneak peek of the upcoming Uncage Street Food Festival happening later this year. Tiger Beer, Malaysia’s No. 1 Beer has kickstarted its Uncage campaign earlier this month with the launch of its brand film featuring three Malaysian uncaged heroes. Im Cheah, Herukh Jethwani and Jun Chan shared their experiences of challenging street food conventions and the ways they overcame their fear to follow their dreams.
Im, Herukh and Jun prepared two exclusive dishes each for the event and shared their experiences on how they overcame societal pressures to pursue their dreams and find their tiger within. The specially curated dishes goes really well with the ice-cold Tiger beers.
Herukh, an adventurous chef prepared an innovative mini tandoori pork ribs tacos sautéed in crispy prawn chilli, garlic and curry leaves dish, and his famous Siew Yoke Briyani, for guests to enjoy. Despite holding a degree in Hospitality & Tourism, Herukh decided that it was time to pursue his real passion, food. He went back to school, this time to study Oenology (the study of wine and winemaking) at the University de Toulouse in France. Today, Herukh owns multiple restaurants famed for intriguing dishes which are at the forefront of the Malaysian culinary scene. His wide array of creations put a modern Malaysian twist on Indian cuisine, from Hyderabadi Dum Biryani to Indian tapas.
Jun, a chef with a passion for soul food prepared his exclusive ramen burger with Tiger Beer cheddar cheese sauce, and a dish called ‘Main Bola". With a degree in Mechanical Engineering in the US, Jun set out an illustrious culinary journey abroad but choose to returned to Malaysia to share his vision of soul-food, blending it with local street food favourites. His current passion is his Malaysianed ramen bar, Bowls of Steel, whipping out delicious pan-mee-ramen-poke-style hybrid bowls, and dishes like Eggplant Belacan Tempeh Ramen. Jun aims to share his vision with a local twist, pushing the boundaries of what the local food scene has to offer.
'Main Bola' made from egg plant, minced brisket meatball, sweet potato gravy with a local touch of belacan sofrito, kampong egg and salted egg crumble.
Im, a full-time ‘baconist’ prepared her famous bacon and sambal ikan bilis popcorn, as well as a pork bacon and gula Melaka (palm sugar) popcorn variation. She took a leap of faith, leaving behind a stable career in advertising and ventured into the food industry to pursue her love of good, homemade food and most importantly, bacon. Despite not professionally trained, Im and her husband experimented with different kinds of food, and dabbled in baking, only selling their creations to close friends. And so Bacon It was born, with Im refocusing her creative energies into crafting innovative bacon and alcohol-infused treats which defy culinary expectations.
While helping ourselves to the one-of-a-kind local delicacies prepared by the chefs, we had the opportunity to mingle with the uncaged heroes and learn more about how they challenged street food conventions, as well as hear from Jun’s parents on their experience.
Tiger Beer also make an exciting announcement of the dates for its Uncage Street Food Festival, which will be held on 1st and 2nd December. Fans will be able to enjoy the signature dishes by these
uncaged heroes alongside a variety of street food delicacies by other local vendors such as myBurgerLab, The Porki Society, Ticklish Ribs & ‘Wiches, Pho King and Makirito, under one roof. Foodies are in for a treat, and can be part of this unique experience as these chefs challenge local street food conventions with their one-of-a-kind delicacies.
Through its Uncage campaign, the local brewer is addressing an important question, that is, ‘why are Malaysians so afraid to follow their dreams?’ Tiger Beer hopes to inspire Malaysians to awaken their courage and follow their dreams, even if that means defying societal expectations. Courageous fans that wish to join in on the fun can do so through the online ‘Find Your Tiger’ quiz to discover which of the six tiger personalities they fit. Tiger Beer fans and foodies alike who want to be part of this Uncage campaign can also be on the look out for more information on Tiger Beer’s official platforms for more delicious updates on the upcoming Uncage Street Food Festival.
For more information on the Tiger Uncage campaign and to watch the campaign video, visit www.facebook.com/tigerbeermy, or www.tigerbeer.com.my. Fans who wish to participate in the ‘Find Your Tiger’ online quiz, can visit https://bit.ly/2pL43Ug to get your personalised gift, which can be redeemed at the upcoming Uncage Street Food Festival in December.