MTR brings Chiikawa to life with themed gate audio

Over the weekend, Hongkongers immersed themselves in the whimsical world of Chiikawa as East Tsim Sha Tsui MTR station debuted character greetings at designated ticket gates - featuring fan-favourite character Usagi.

This builds on MTR’s initiative last year to incorporate gate audio featuring character greetings, where East Tsim Sha Tsui station gates previously introduced Chiikawa sound effects to enrich commuters' daily journeys. This year, MTR has extended the IP experience across the network by activating Admiralty and Lok Ma Chau with themed décor, turning East Tsim Sha Tsui into a multi‑sensory audio station, and upgrading the fantasy‑themed Light Rail — collectively transforming everyday hubs and weekend routes into IP‑driven experiences.

At East Tsim Sha Tsui, rotating CHIIKAWA gate sounds across multiple weekends become the anchor of the experience, complemented by mosaic art backdrops and a fully themed Customer Service Centre, while the fantasy‑themed Light Rail uses 3D character handrails and illuminated exterior details to turn a routine weekend route into an IP journey. 

Every Friday, Saturday, and Sunday through 30 August, passengers tapping in or out at selected ticket gates will hear distinct greetings from popular characters Chiikawa, Hachiware, and Usagi. MTR is rolling out a total of four distinct gate sounds during the campaign. Usagi takes centre stage for the first two weeks, followed by new character audio reveals each subsequent week to maintain passenger engagement.

A second major evolution lies in how MTR treats fans as co‑creators rather than passive riders, said a spokesperson from MTR. Last year’s CHIIKAWA DAYS brought plushies and staged gatherings that turned trains and stations into informal fan spaces, with miniatures and photo spots becoming focal points for self‑expression.

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Building on that insight, this year’s campaign expands co‑creation: more stations are activated with mosaic photo installations, and the merchandise range leans into miniatures and DIY items — such as die‑cast model trains and gate‑inspired desktop accessories — that mirror actual MTR assets, giving fans props for photo taking and content creation rather than just souvenirs.

The third strategic move is to scale participation across the network, not just at a single hero station or line. Admiralty, Lok Ma Chau, East Tsim Sha Tsui and Light Rail each carry different pieces of the CHIIKAWA ARTIVERSE story, encouraging cross‑station exploration and embedding IP into the fabric of weekend mobility, with ride programmes and station‑specific experiences nudging riders to discover more than their usual routes, added the spokesperson.

The activation marks the second phase of the "Next station: CHIIKAWA ARTIVERSE" campaign, celebrating the official launch of the CHIIKAWA ARTIVERSE exhibition by extending the takeover deep into the MTR network.

Complementing the sonic marketing strategy, the station’s Customer Service Centre (near Exit J) and surrounding concourse walls feature bespoke CHIIKAWA ARTIVERSE artwork woven with MTR's signature mosaic tile patterns, creating dedicated photo spots for fans.

The second phase also sees the debut of the long-awaited MTR x CHIIKAWA ARTIVERSE crossover product series, available since 1 August.

The retail collection features a "CHIIKAWA ARTIVERSE Themed Diecast Train Model Octopus Set" replicating the themed Light Rail with a glitter finish, alongside two new adult Octopus cards featuring semi-transparent train window and mosaic designs.

The lineup includes online-exclusive novelty items such as a DIY Customer Service Centre pencil sharpener and a DIY gate-themed stapler and tape dispenser set. Additional merchandise - including Light Rail pull-back trains, acrylic stands, keychains, stationery sets, puzzles, and foldable bags—is available in limited quantities across the MTR e-store, physical outlets at Admiralty and West Kowloon stations, Light Rail customer service centres, Hung Hom Station's "Station Rail Voyage" exhibition, and LOUDER stores.

The MTR partnership arrives as the Chiikawa intellectual property (IP) experiences a surge in popularity across Hong Kong ahead of the upcoming Chiikawa movie release and August art exhibition.

Local brands are aggressively tapping into the IP's cultural footprint. McDonald's Hong Kong recently partnered with creative studio AllRightsReserved (ARR) to transform two of its flagship locations into immersive themed restaurants. Similarly, apparel retailer Giordano collaborated with Chiikawa to launch a dedicated fashion line targeting younger shoppers and families across the territory.

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