The Tiger Balm art print series was launched as a result of a collaboration between Vietnam-based illustrator, Cella Marcy and the Vietnamese travel journalist, Nga Hoang.
The series was born to pay tribute to the legendary Asian medicinal brand that almost every Asian kid grew up with. Upon its arrival in Vietnam, Tiger Balm and its iconic white tiger brand image is known as “Hoạt lạc cao”. The collaboration is an attempt at reviving the heritage brand image of Tiger Balm.
In the series the white tiger and Vietnamese character are comfortably inhabiting Vietnamese settings. The series aims to represent the tiger as the symbol of the Asian power whilst at the same time portraying the Vietnamese women as being free spirited and independent.