The surface hydrophilicity improvement of titanium (Ti) has significant implications to the applications of the important biomaterial. In this paper, efficient hydrophilicity improvement is realized on the Ti surface by an air plasma jet in a micro- hollow cathode discharge (MHCD) geometry. Elementary discharge aspects of the plasma jet and surface characteristics of the Ti surface have been investigated with varying dissipated power (P d ). Results show that the plasma jet operates in a pulsed mode or a continuous mode depending on P d . The plume length increases with increasing P d and air flow rate. By optical emission spectroscopy, plasma parameters are investigated as functions of P d . After plasma treatment, water contact angel (WCA) of the Ti sample decreases until it reaches a minimum of 15° with increasing P d . In addition, surface topography, roughness, and content of chemical compositions are investigated by scanning electron microscopy (SEM), atomic force microscopy (AFM), and X-ray photoelectron spectroscopy (XPS) with increasing P d . It is revealed that Ti-O bond and O-H group on the Ti surface are favorable for the improvement of Ti surface hydrophilicity.