Tiger Beer and the WWF invited people to celebrate Global Tiger Day, held annually on July 29, and help fight the illegal trade in tigers by being part of #3890Tigers (3890tigers.com), a digitally-led campaign that uncages art and creativity to raise global awareness of the plight of wild tigers. Wild tigers are globally endangered. Their numbers have dropped 96 percent in the last century from an estimated 100,000 to as few as 3,890 today. The illegal tiger trade is one of the main reasons why tigers are disappearing. More than 100 tigers are killed each year and their parts are sold for profit through international criminal enterprises.
The event featured a concert with popular singers Ouk Sokunkanha, NY Rathana, Chhorn Sovannareach and Reth Suzana.