KTM goes full kawaii with Bichi Mao train makeover for VM2026 push

Riding the train just got a lot cuter. Keretapi Tanah Melayu Berhad (KTMB) has partnered with local cat IP Bichi Mao to launch a special edition KTM Komuter x Bichi Mao KOMLINK card and an interactive “Kom-Mao-Ter Challenge,” aimed at giving commuters and tourists a fun, family-friendly reason to explore Malaysia’s northern region.

The Bichi Mao-themed KTM Komuter Utara trains, running from Padang Besar to Ipoh, are now decked out in cheerful graphics of the beloved cat character, bringing a playful twist to everyday commutes. The initiative is part of KTMB’s broader push to attract young travellers, families, and animation fans, while also supporting Tourism Perak’s efforts to encourage domestic exploration ahead of Visit Malaysia 2026.

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“The launch of the KTM Komuter x Bichi Mao Special Edition KOMLINK is KTMB's effort to reach all generations, especially fans of local animation. We want to make the train riding experience not just a journey, but a fun lifestyle activity that can be shared with friends and beloved family,” said Ahmad Nizam Mohamed Amin, acting group CEO of KTMB.

At the heart of the campaign is the “Kom-Mao-Ter Challenge,” which transforms a regular commute into an interactive adventure. Participants purchase the RM30.30 special edition KOMLINK card, then travel to eight selected northern stations to collect exclusive stamp chops in a specially designed passport book. Those who complete all stations are rewarded with a limited-edition Kom-Mao-Ter plushie in a blind box. The challenge, running until 31 January 2026, turns ordinary train rides into a collectible experience reminiscent of similar “stamp collecting” traditions at Japanese stations, but with a distinctly Malaysian twist.

The campaign also ties in with local tourism initiatives. Through collaboration with Tourism Perak and the Taiping City Council, travellers are encouraged to combine their KTM journeys with the Perak Hop-On Hop-Off (HOHO) bus to explore destinations like Taiping, Kuala Kangsar, Alor Setar, and Butterworth. By integrating the train experience with a travel challenge and a popular local character, KTMB aims to make domestic tourism more accessible, engaging, and memorable.

Since its introduction in 2015, KTM Komuter Utara has grown from just 500 daily passengers to more than 24,000 on weekends and public holidays, transporting over 40 million passengers in the northern region. KTMB hopes this creative collaboration will further boost awareness of the service while providing a meaningful, entertaining travel experience.

Ahmad Nizam added, “We hope this collaboration will not only increase awareness of the KTM Komuter Utara service but also be a catalyst for the growth of the domestic tourism sector through a more creative and fun travel experience.”

Similarly, in July, Rapid KL had teamed up with homegrown animation powerhouse Monsta, the creator of Mechamato, to launch a campaign that blends mobility with imagination, in a bid to win the hearts of younger commuters. The collaboration, which spanned wrapped trains, interactive games, physical station activities, and digital storytelling, repositions public transport as something fun, futuristic, and family-friendly.

The campaign’s most ambitious asset is Rapid City, a custom-built Roblox world where players explore a futuristic Malaysian city using virtual versions of Rapid KL’s trains and buses, now reimagined as "MechaLRTs", "MechaBuses", and "MechaMonorails". Players complete missions that reinforce sustainable travel habits, offering a digital sandbox where education and entertainment collide.

Meanwhile, this is not Bichi Mao's first foray into the world of collaborations, as it has been gaining popularity among Malaysian brands. Besides its recent tie-up with Bio-essence Malaysia for a series of exclusive beauty merch, the local IP had also partnered with Secret Recipe for a three-month campaign that blends desserts, nostalgia, and a heavy dose of cuteness. Timed to coincide with National Day, Malaysia Day, and Secret Recipe’s 28th anniversary, the partnership marks one of the cake brand’s most expansive in-store collaborations to date.

Throughout the campaign period, customers will be able to redeem exclusive merchandise with their meals, including monthly sticker packs, car decals, keychains and magnets. A series of plush “cat-in-a-cake” collectibles, featuring punny characters like 'Mao-Cadamia', 'Choco-Mao' and 'Mao-Velvie', will also be available for purchase or redemption while stocks last.

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