KL Tower marks comeback with debut of official mascot

Kuala Lumpur Tower (KL Tower), one of Malaysia’s most recognisable landmarks, is making a spirited comeback with a series of marketing initiatives — headlined by the launch of its official mascot, Kay Elle.

The tower, temporarily closed earlier this year due to a change in management, reopened on 26 April under new operator LSH Service Master (LSHSM) with refreshed ticket prices for both local and international visitors. The reopening comes against the backdrop of an ongoing legal dispute involving previous operator Menara Kuala Lumpur Sdn Bhd (MKLSB), its parent company Hydroshoppe, LSHSM, and the Malaysian government over the concession award.

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Since taking over, LSHSM has moved quickly to re-establish KL Tower’s digital and on-ground presence. New official social media accounts were launched under @kltowermalaysia on Instagram, @kualalumpurtower on TikTok, and Kuala Lumpur Tower Malaysia on Facebook, while the old Menara KL accounts remain online but inactive. The rebrand also included a new logo and visual identity, coupled with a noticeable ramp-up in social media activity.

The centrepiece of these efforts is Kay Elle — a character first teased on 1 August as “Kuala Lumpur Tower’s new best-kept secret” and “more than just cute”. The reveal campaign included a QR code treasure hunt on Instagram Stories, culminating in Kay Elle’s introduction as “full of charm, mystery, and the right amount of fluff”, representing “a little piece of Kuala Lumpur” brought to life.

Expanding on this, KL Tower launched the “Befriend Kay Elle” mascot design contest, inviting the public to create three new friends for the character. Contestants are asked to submit original designs with backstories, for a chance to win cash prizes, a year-long KL Tower pass, and the opportunity to have their characters turned into official merchandise. The contest runs from 8 to 30 August.

The mascot push is part of a wider marketing strategy since reopening. Beyond photo contests, promotional ticket packages, and family deals, KL Tower has partnered with bottled water brand Spritzer for its “Air love cuti-cuti: Jom healing!” activation, and rolled out a Merdeka campaign featuring competitions around national pride, culminating in a celebration event at the tower on 30 August.

The tower’s Orbit Revolving Dining restaurant has also reopened, with features on platforms such as Klook to drive traffic, while KL Tower’s CEO has been active in media interviews to strengthen brand visibility.

With its renewed branding, playful mascot engagement, and a steady calendar of events, KL Tower is positioning itself as more than just a tourist attraction. It’s looking to reinsert itself into the cultural and lifestyle conversation in Malaysia, turning a period of transition into an opportunity for reinvention.

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