Nestle: MILO Celebrates a Cultural Tradition to Roar into the Year of the Dragon

Sample article from our Food & Beverage

SINGAPORE , January 19, 2024 (press release) –

MILO is celebrating the Year of the Dragon by highlighting the cultural tradition of lion dance. They are collaborating with Yiwei Athletic Association , the reigning lion dance world champion, to promote the artform. The association has won various accolades at international and regional competitions. Despite the physical demands and lack of training space, the troupe trains four times a week. The MILO Van will showcase the talents of Yiwei Athletic Association during the Chinese New Year season. Mediacorp influencers Mayiduo and Simonboy will host the events. MILO is also running a lucky draw where participants can win gold bars by purchasing MILO® 200ml Dragon Packs.

Key Highlights:

* MILO is collaborating with Yiwei Athletic Association , the reigning lion dance world champion

* Yiwei Athletic Association has won various accolades at international and regional competitions

* The troupe trains four times a week and often late into the evening after their day jobs

Original Press Release:

SINGAPORE , Jan. 9 -- Nestle issued the following news release:

- Experience the cultural richness of lion dance at MILO® Van events on 13 and 28 January 2024 at Westgate and Marina Square respectively

- Catch your favourite Mediacorp influencers live as they interact with an award winning lion dance troupe

- Stand a chance to be a daily or weekly gold winner with the purchase of MILO® 200ml Dragon Packs

To usher in the Year of the Dragon, MILO® is shining light on the cultural tradition of lion dance. MILO® will collaborate with reigning lion dance world champion, Yiwei Athletic Association , to bring Singaporeans on a journey to rediscover the cultural artform. While lion dance performances have always been a Chinese New Year highlight, the hard work that these performers put into their craft through the year often goes unnoticed.

Yiwei’s performances have won them various accolades at international and regional competitions, including their gold title at the 14th World Lion Dance Championships held in Genting, Malaysia . However, their victories did not come easy.

The troupe trains four times each week, often late into the evening after their day jobs. Having to mount high poles and move from obstacle to obstacle at height, while carrying with them heavy props such as the lion head, put their physical fitness and endurance to the test. Beyond the physical demands, they also have to deal with the lack of a training space. Founder and coach Marcus Tock shared that the troupe needed to convert their office’s carpark into a training ground.

Recognising the importance of active energy and how lion dance exemplifies the sporting attributes of resilience and courage, MILO® will further enhance the profile of Yiwei and bring the community closer to the artform.

Enjoy MILO®, catch award-winning lion dance performances and spot your favourite stars!

For the first time ever, the MILO® Van will make its rounds during the Chinese New Year season and bring the winning talents of Yiwei Athletic Association to the community.

On 13 January 2024 at Westgate from 12pm - 3pm and on 28 January 2024 at Marina Square from 2pm - 5pm , crowds can witness the performances while enjoying a refreshing cup of MILO®. Popular Mediacorp influencers Mayiduo and Simonboy will host at Westgate and Marina Square respectively, interacting with the audience and the troupe.

“We recognise the dedication and hard work that go behind this tradition and Yiwei’s passion, courage and resilience, which are aligned with MILO®’s values. We are thus partnering them to promote this sporting artform, enabling more Singaporeans to know about the ‘sport’ and giving it more recognition. Like Yiwei's lion dance performances, MILO® is best enjoyed with our community and our collaboration epitomises the joy of sharing with Singaporeans this Chinese New Year,” shared Chow Phee Chat , Regional Head – Communications and Marketing Services, Nestlé Malaysia and Singapore .

Yiwei Athletic Association’s coach, Marcus added, “MILO® has been a big part of all our lives growing up. This recognition means a lot to us and we are excited to share our sporting passion and the festive spirit with Singaporeans at the various events.”

Just like how Yiwei Athletic Association embodies the excellence of winning gold, MILO® is also giving Singaporeans the chance to be a gold winner this Chinese New Year .

Become a Gold Winner with MILO® this Chinese New Year

Stand a chance to win gold in MILO®’s 龙 ing for Gold Lucky Draw! From 5 January to 8 February 2024 , 3 daily winners will walk away with a 1g gold bar, while 1 lucky winner will win a 10g gold bar each week[*]. 110 lucky winners will be selected over the promotion period.

To participate, simply purchase a MILO® 200ml Dragon Pack (contains 2 cartons of MILO® Original 200ml chocolate malt drink) at participating retailers and e-commerce platforms, including FairPrice, Cold Storage, Giant, Sheng Siong , Shopee, Lazada, FairPrice Online and more[*]. Scan the QR code on the box for instructions on how to submit your entry.

Find out more about MILO®’s Chinese New Year campaign: For more information, visit MILO®’s Facebook , Instagram and TikTok pages.

About Nestlé

As the leading Food, Nutrition, Health and Wellness Company , Nestlé is the provider of the best food for whatever time of day and for whatever time of your life. Nestlé has grown to become the world's largest food company offering more than 8,500 brands and 10,000 products. With its headquarters in Vevey, Switzerland , Nestlé has more than 456 factories spread over 80 countries and employs more than 283,000 people. To find out more about Nestlé, visit

About MILO®

Since the 1950s, MILO® has been championing youth sports development in Singapore . MILO® aims to nurture our Singapore athletes into national sports heroes. All MILO® Singapore recipes are lower in sugar with Nutri-Grade B. It is a Healthier Choice beverage enriched with essential minerals and nutrients, giving Singaporeans the ‘Energy to Go Further’.


[*]T&Cs apply. Visit to learn more. This promotion will run from 5 January to 8 February 2024 .

Source: Nestle

[Category: Media & Entertainment , Events]

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