JR East will launch a selection committee in February to determine a new image character for the graduation of “Suica’s Penguin” at the end of FY2026.
The committee commissioned young creators to create drafts based on the expectations for the new characters solicited from Group employees and the concept of “Suica Renaissance,” a project to significantly evolve Suica’s functions and roles. The project will be chaired by Kundo Koyama, general producer of “MoN Takanawa: The Museum of Narratives,” a cultural creation building in Takanawa Gateway City.
The committee will then select candidates, and in the summer of 2026, the committee will narrow the list down to three proposals and announce them to the public. The new character will be announced on November 18, the 25th anniversary of Suica, and the nickname will be publicly announced in the winter. The debut of the new character will be in April 2027.
In March 2026, a special website will be launched as part of the “Penguin Years” campaign to thank “Suica’s Penguin” fans, and will include merchandise, event information, and content looking back on the history of the brand.
© Source travel watch