KL Tower unveils new mascot family as it doubles down on experiential storytelling

Kuala Lumpur Tower has introduced a new mascot family as part of its refreshed push into experiential tourism and cultural storytelling, marking another milestone in its ongoing brand revitalisation. The five characters — Kay Elle, Tawa, Hornbelle, Cik Mak and Puteri Raya — were unveiled at HEMISFERA Luxury Sky Hall alongside the winners of the "Befriend Kay Elle" design competition, which attracted nearly 200 nationwide submissions.

The mascots are designed to personify KL Tower’s identity across nature, culture and national pride. Kay Elle represents the tower’s iconic night-time glow, while Tawa embodies the Bukit Nanas Forest Reserve beside the landmark. The three newly introduced mascots were selected from the competition: Hornbelle, inspired by the hornbill and Eastern Malaysian heritage; Cik Mak, symbolising Malaysian warmth with a nod to nasi lemak as a cultural marker; and Puteri Raya, inspired by the hibiscus as a reflection of unity and national pride.

The debut of the mascot family builds on KL Tower’s wider brand reset since LSH Service Master took over operations. Led by assistant marketing manager Lim Wei Ling, the team has been refreshing the tower’s identity with modern narratives, contemporary visuals, social-first storytelling and a renewed focus on experience-driven programming.

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Mascots have become central to that strategy. Kay Elle and Tawa already feature in cultural campaigns, seasonal light-ups and UGC-driven social content, with Kay Elle’s plushie demand even outpacing supply. The expanded mascot family now allows KL Tower to deepen that universe and extend storytelling across destinations, festive programmes, tourism campaigns and merchandise.

According to Lim, the five characters will form the foundation of a long-term marketing and engagement strategy. “They will appear across merchandise, social media, promotional materials and key visitor touchpoints on-site. The goal is for them to become core ambassadors of KL Tower’s identity,” she told A+M. This includes a new blind box collectible series, high-impact visual branding around the tower, and on-ground mascot appearances during events.

Visitors will also encounter the mascots across KL Tower’s Observation Deck, Sky Terrace and Food Truck area, with the characters also set to feature prominently in upcoming digital storytelling initiatives and cultural programmes. The characters will also make on-ground appearances as mascots during selected event. 

The initiative builds on KL Tower’s broader efforts to refresh its brand and reconnect with Malaysians. Since the tower’s marketing overhaul began under operator LSH Service Master, the team has focused on reintroducing KL Tower with a modern narrative and more interactive experiences. Mascots Kay Elle and Tawa have already become prominent components of this strategy, sparking organic user-generated content and renewed public interest.

With Visit Malaysia 2026 approaching, the expanded mascot family is positioned to strengthen KL Tower’s role as a cultural and tourism hub. Lim said the characters will help anchor future seasonal events, youth outreach activities, national campaigns and creative content. “Our aim is to create experiences worth remembering and retelling,” she said.

The Befriend Kay Elle contest winners — Christelle Siow Zhi Shien (Hornbelle), Nur Aliahsafiyah Atikah Binti Mat Noor (Cik Mak) and Lay Heng Soon (Puteri Raya) — each received RM2,000, year-long tower passes and merchandise bundles.

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