The Strength of Generations.

Tiger Balm finds its strength not just from its ingredients, but from the generations of families who have passed it down as a healing heirloom. 

Featuring the skills of two Asian-American artists from two generations, Tiger Balm will release posters and a limited-edition repackaging during the Mid-Autumn Moon Festival.

Existence often feels overwhelmingly isolated, an individual journey to a full-stop-punctuated ending. This is why Tiger Balm wants to emphasize the generations of life and love that have occurred and overlapped to create you.

Our print execution will acknowledge the importance of generational symbiosis, pointing to moments where life is not birth to death, but a centuries-long, familial celebration.  

Tiger Balm will sponsor several popular Asian American podcasts. Podcasters will illustrate their connection to Tiger Balm using personal anecdotes or reflections, capturing Tiger Balm through the lens of childhood, growth, and family history.  

[“Shoutout to Tiger Balm for making today’s pod possible. Tiger Balm is an interesting one, y’know? There’s a weird moment I think a lot of us have experienced, where, for example, you’ve done your workout, you’ve had a long day, you’ve moved some stuff around maybe. And it’s like ‘man, my back hurts, my muscles are sore,’ so you go and grab Tiger Balm. You’re rubbing it on and it hits: I’m my fucking mom. I am my mom. Like, I’m doing exactly what my mom used to do. And it’s not necessarily like an ‘I’m getting old’ kinda thought, right? It’s more of like a ‘damn, she knew what she was doing. She might’ve been right about some stuff’. Sometimes she’d even bust out the coin and be running it across my back, and if I was looking at it from the outside, it’d be like, what the fuck is going on. But I swear to God, that shit worked. She knew what she was doing. Tiger Balm is just one of those things you don’t think about because it’s always been there. It’s always been in the cabinet waiting for you to bust out and fix your pain. And now I’m still using it, like, all the time. Just talking about it, I can smell it. That strong-ass minty smell that clears your sinuses. But it’s like, damn, that’s been a part of my whole life. And my grandma used it on my mom. And I’ll probably use it after my kids too, I don’t know, soccer practice or whatever.”]

Tiger Balm hosts a massage event during a moon festival. Costing only a coin, Tiger Balm will put their ingredients to action by integrating traditional massage techniques, such as coining, for you and a plus-one. 

Art Director: Kelly Le

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