The iconic slogan, reading "Regard service as the tenet and treat passengers like family members" (以服務為宗旨，待旅客如親人). A spoof version is also widespread: "Regard money grabbing as the tenet and treat passengers like they're nothing" (以搶錢為宗旨，待旅客如孫子), criticizing the railway system for fare rises and inadequate service.