MTR brings CHIIKAWA to HK transit ahead of 'Artiverse' exhibition

MTR Corporation has reunited with creative studio AllRightsReserved to launch a new summer campaign, capitalising on Hong Kong's booming intellectual property (IP) economy ahead of the upcoming CHIIKAWA ARTIVERSE exhibition.

In conversation with MARKETING-INTERACTIVE, the spokesperson said summer is a strategically important period for MTR, as local families look for engaging outings with their children and tourists flock to Hong Kong to experience the city at its liveliest.

Titled "Next station: CHIIKAWA ARTIVERSE," the collaboration brings the popular Japanese character franchise into the city's transit network through custom light rail trains, station art installations, exclusive merchandise, and passenger rewards.

As part of the campaign, the carriage handrails feature custom-designed faces of Chiikawa, Hachiware and Usagi, allowing fans to travel alongside their favourite characters. Complementing the interior design, the light rail exterior features subtle glow-in-the-dark star motifs, creating a dreamlike atmosphere and immersing passengers in Nagano's original artistic universe.

The themed light rail will operate on weekends from 25 July to 30 August, with four trips daily. Departing from Siu Hong Stop, it will travel to either Tuen Mun Stop or Yuen Long Stop, following the former light rail Voyager routes.

Building on pre-launch themed decorations unveiled at Admiralty and Lok Ma Chau Stations on 17 July, additional art installations will be introduced at multiple selected MTR stations in the coming weeks.

Explaining the unearthed insights, the spokesperson said MTR's promotional approach rests on both its extensive rail network and the existing fandom around CHIIKAWA.

Themed decorations at stations act as awareness drivers and organic content backdrops, while the themed light rail serves as a moving media platform, encouraging riders to photograph, share and personalise their CHIIKAWA journey on social channels and amplifying the campaign's reach far beyond paid media.

To further encourage public ridership and engagement, MTR is offering a limited-time "light rail travel pass" package priced at HK$88, available for purchase at Siu Hong stop every Saturday and Sunday throughout the campaign period. The package includes an exclusive CHIIKAWA ARTIVERSE envelope, a CHIIKAWA pouch, and a HK$50 coupon for physical stores of MTR e-store.

Meanwhile, MTR Mobile members who take ten eligible rides by 30 July will receive 100 MTR Points and can enter a lucky draw with their stamp cards for a chance to win one adult general admission ticket to the CHIIKAWA ARTIVERSE exhibition. A total of 300 tickets are up for grabs.

Powered by MTR Mobile, this marketing mechanic drives behaviour‑based engagement. It ties everyday commuting to premium IP access, encouraging locals and visitors to increase their rides during the summer peak while strengthening loyalty within MTR's own digital ecosystem, the spokesperson added.

Other highlight activities will roll out from late July through August, ranging from character moments in stations to themed merchandise and additional journey elements.

"The themed light rail and innovative station experiences launched by MTR in collaboration with the CHIIKAWA IP last year were well-received by the public. Leveraging on this success and tapping into opportunities of the 'IP economy', we are back with another CHIIKAWA-themed campaign with the organiser, featuring brand new elements with the aim to bringing a memorable travel experience to passengers," said Diane Chiu, general manager of marketing and revenue management at MTR Corporation.

"With an extensive MTR network, we hope to encourage locals and those visiting Hong Kong to travel around the city, deepening our engagement with the community and those who love the IP," added Chiu.

"We are absolutely delighted to join hands with MTR Corporation once again to seamlessly integrate the 'CHIIKAWA ARTIVERSE' into the daily commute of the public. This year, the exhibition experience has been fully upgraded with brand-new creative elements, such as the debut of the 3D character-shaped handrails on the light rail. We hope these delightful designs will bring a heartwarming and healing experience to passengers on the go," said SK Lam, founder of AllRightsReserved and organiser of CHIIKAWA ARTIVERSE.

Don't miss: MTR spreads joy this summer with Chiikawa-themed light rail

The new campaign builds on the immense success of last year's themed light rail campaign, which drew both local and overseas CHIIKAWA fans to photograph the on-board installations.

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