Rp50 Million for the Winning Creative Idea! Tanu & Friends Wins IP Contest by KAI 2026

Creative characters now have an opportunity to bring a fresh touch to the railway world. Through IP Contest by KAI 2026, Tanu & Friends, created by Muhamad Erwin Ramadhan (@merxdar), was selected as the first-place winner. The work features four characters, Tanu, Grom, Kyuumi, and Popy, inspired by travel, exploration, and the world of railways.

In this competition, IP, or Intellectual Property, refers to original characters with their own visual identities, personalities, stories, and potential for development across various communication media.

KAI Vice President of Corporate Communication Anne Purba said the competition was introduced as one of KAI’s efforts to build closer relationships with the public as its service operations continue to grow.

From January to September 2026, KAI Group served 394,443,300 customers, an increase of 7.06 percent compared with the same period of the previous year. Of this total, 312,302,440 customers used KAI Commuter services, while 43,959,327 customers used KAI’s long-distance and local train services.

The large number of customers makes communication an important part of the railway travel experience. Messages need to be easy to understand, relevant, and relatable to different groups of people.

These needs are increasingly diverse because KAI customers come from different backgrounds and generations, ranging from daily commuters, families, students, workers, tourists, and communities to younger generations who frequently interact with brands through social media and visual content.

IP Contest by KAI 2026 therefore provides a platform for creators to translate the values of integrity, comfort, and service into original characters. Participants developed their main characters along with stories, expressions, poses, and visual guidelines that can be used in various communication contexts.

Through curation, judging, and public voting, Tanu & Friends was selected as the best entry and awarded the grand prize of Rp50 million.

Communication development continues to be grounded in the quality of service experienced by customers. In the first half of 2026, KAI recorded a Customer Satisfaction Index of 4.53 out of 5, serving as one of the indicators used to understand customer experiences.

A brand’s image is shaped not only by its visual identity but also by the experiences customers have. Station services, onboard journeys, staff responses, digital information, and the way a company communicates with the public all contribute to how KAI is perceived.

Characters such as Tanu & Friends have the potential to serve as a visual communication medium for conveying various company messages, ranging from customer service, safety, and travel etiquette to transportation education and travel stories presented in a more engaging way.

KAI emphasized that winning IP Contest 2026 does not automatically designate Tanu & Friends as the company’s official mascot. The development and use of the work will be adjusted to KAI’s communication needs.

Through the IP Contest, KAI is creating opportunities for creative ideas to grow as part of its corporate communication while continuing to prioritize customer experiences and consistent service to the public.