Hong Kong – MTR has introduced its first dedicated ambassador for the Light Rail network, “Light Rail Cutie”, alongside a series of community-focused campaign activations across Tuen Mun, Yuen Long and Tin Shui Wai.
Developed in collaboration with Cheil Hong Kong, the rollout of the new Light Rail ambassador spans pre-launch teasers, an official unveiling, and ongoing community engagement activities across the Northwest New Territories.
According to MTR, Light Rail Cutie is positioned as a cultural ambassador for the community, intended to reflect everyday journeys on the Light Rail network. She is described as an inquisitive character who travels across the neighbourhood and highlights local places of interest along the way.
In the lead-up to her debut, the character generated early online attention, with sightings shared on social media platforms including Threads and Instagram, as residents documented appearances across Light Rail stops and neighbourhood streets.
The official launch took place at Tin Wing Stop on 24 April, marking the commissioning of new platforms.
At the ceremony, MTR introduced Light Rail Cutie to the public, where she met passengers, posed for commemorative photos and distributed souvenirs. A themed Light Rail vehicle featuring the character was also unveiled and will operate across selected Light Rail routes.
As part of the campaign rollout, MTR also released digital content featuring the character, including a short video showcasing a one-day journey across the Northwest New Territories. A themed train wrapped in Light Rail Cutie visuals highlighting local landmarks and leisure spots, has also been introduced.
Community engagement activities will continue in the coming weeks, including pop-up appearances and weekend fan meet-and-greet sessions across Tuen Mun, Yuen Long and Tin Shui Wai. Specific locations will be announced shortly before each activation through official channels.
Light Rail Cutie joins MTR’s existing roster of service ambassadors, including T-Chai for MTR Service, KT Chai for Airport Express, Caption Go for High Speed Rail, and Green T Baby for Green Services, as part of the corporation’s wider branding and community engagement efforts.
