Current University Student Launches Business to Challenge the Norm that "Railways are for Men," Creating a New Railway Culture with "Trains x Cute"

Lead

In recent years, the diversification of railway fans has accelerated. While railway companies are developing stamp rallies and collaboration projects for women, the mainstream of the merchandise market still focuses on "vehicle and route designs." Responding to the voices of those who say, "I like trains, but there aren't any cute goods," Maho Kadowaki, a student at Osaka Metropolitan University, established Cuterain Co., Ltd. on July 1, 2026. The company name "Cuterain" combines "Cute" and "Train" to express a worldview of "enjoying trains cutely." As a railway brand for women, it handles everything from merchandise planning and sales to events and information dissemination. The first product, "Local Ticket Keychain 'Omoide Kippu' (Memory Ticket)," will go on sale from July 10 at the "Ekitecho Pop-up Shop" located inside the JR Shin-Osaka Station 3F conventional line ticket gate.

Maho Kadowaki, a Current University Student, Establishes Cuterain Co., Ltd.

"Railways are for men" – I want to change that common perception.

I've loved trains since I was a child.

The scenery seen from the train window. The station I alight at for the first time. The people and landscapes I encounter in that town. Trains were not just a means of transportation, but a special presence that took me to new worlds.

However, as I grew, I began to feel a sense of dissonance.

While there has been an increase in initiatives targeting women and young people in recent years, many railway goods primarily feature vehicle and route designs. There are still few products that women would want to "attach to their bags" or "carry around every day."

On the other hand, posts with hashtags like "#女子鉄" (Joshi Tetsu - Women's Train Fandom) and "#鉄子旅" (Tetsuko Tabi - Girl's Train Journey) continue to increase on social media, and the culture of women enjoying railways is steadily expanding. However, the products and brands catering to this are not yet sufficient.

Cuterain views this market gap as a new growth area and challenges itself to create a market for railway goods for women by proposing a new value of "Trains x Cute."

I want to increase the number of girls who come to like trains, starting with "cute" as the trigger.

With that desire, I, a current university student, established Cuterain Co., Ltd.

Cuterain proposes a new railway culture of "enjoying trains cutely" through the planning and sale of railway goods for women, as well as event planning and information dissemination, centered around the theme of "Trains x Cute."

Our goal is a world where not only railway fans, but also those who are "curious because it's cute" or "want to ride this train," can encounter railways in their own way of enjoyment.

The first product that embodies this desire is the "Omoide Kippu."

About the First Product, "Local Ticket Keychain 'Omoide Kippu'"

As the first step towards realizing a new railway culture of "enjoying trains cutely," the local ticket keychain "Omoide Kippu" is born.

Take home your travel memories as a "cute ticket."

This is how the local ticket keychain "Omoide Kippu" was born.

The motif is a retro hard ticket that was once used nationwide. We expressed nostalgia and cuteness through meticulous attention to detail, including the arrangement of text, numbers, and diagonal lines, and by adding Cuterain's original used stamp.

Furthermore, each design incorporates motifs inspired by various Kansai regions and Kansai dialect, packing the memories of the towns and scenery encountered during travel, and the unique experiences of the region, into a single ticket.

When the trip ends, the ticket is no longer in hand. However, the scenery seen that day, the train ridden, and the time spent in the town remain in the heart forever.

"Omoide Kippu" is a "symbol of travel" that allows you to recall the memories of that journey at any time.

We aim to increase the number of people who think, "I want to ride this train" or "I want to go to this town" prompted by "cute," and for "Omoide Kippu" to become a new icon for girls enjoying train travel.

〈Product Overview〉

Product Name: Omoide Kippu (Shin-Osaka Station, Kyoto Station, Shin-Kobe Station, Nara Station)

Product Format: Acrylic keychain

Price: 550 yen (tax included)

Release Date: July 10, 2026 (Fri)

Sales Location: Ekitecho Pop-up Shop, Eki Marche Shin-Osaka Store

(Inside JR Shin-Osaka Station 3F conventional line ticket gate)

Lineup:

From top: Kyoto Station, Shin-Osaka Station, Shin-Kobe Station, Nara Station

Future Plans

Cuterain plans the following business developments with the theme of "Trains x Cute":

・Merchandise Development: Gradually expanding the lineup (considering routes and stations outside the Kinki region)

・Community: Creating online and offline spaces for female railway fans to gather

・Events: Joint projects with railway companies and tourist destinations

・Media: Disseminating information on trains x girls' culture centered on social media

・Collaboration: Expanding tie-ups with railway companies, local governments, and tourism operators

And someday,

We aim for a future where voices like "I came to love train travel because of Cuterain" are heard nationwide.

Entrepreneurship by an Involved Party

The background to Representative Kadowaki's entrepreneurship includes practical experience in the "Customer Value Co-creation Program (CVCC)" organized by KANDO Inc. and MUIC Kansai. CVCC is a social implementation program that supports students in designing customer value with companies and local governments and delivering it to the actual market. Through this program, Kadowaki refined her business hypotheses and, for product development and sales, collaborated with JR West Group andissei Co., Ltd. (Headquarters: Yodogawa-ku, Osaka; President: Katsumi Fujimoto), which plans, manufactures, and sells original merchandise, leading to her entrepreneurship while still a student.

Company Overview

Company Name: Cuterain Co., Ltd.

Establishment: July 1, 2026

Representative Director: Maho Kadowaki

Business Activities: Planning and sales of railway goods for women (girls), event planning, information dissemination

HP: https://cuterain.jp

E-mail: [email protected]

【Contact Information for this Matter】

Cuterain Co., Ltd.

Representative Director: Maho Kadowaki

E-mail: [email protected] HP: https://cuterain.jp