The “NewDays” convenience store chain, operated by JR East Cross Station Retail Company, will hold the “Suica Penguin Campaign” from October 27 to November 16.
NewDays, which celebrated its 25th anniversary in October, is launching this campaign to commemorate the 25th anniversary of Suica and to express gratitude to the Suica Penguin, who will be retiring at the end of fiscal year 2026. The company will gradually release 20 original products as part of the campaign.
The lineup features a total of seven food items, including bento boxes and limited-edition sweets. The “Suica Penguin Kids’ Lunch with Drawstring Pouch”—a bento box inspired by a kids’ meal and accompanied by an original insulated drawstring pouch—includes Western-style dishes such as omelet rice, hamburger steak, and fried shrimp, as well as fish sausage, which is the Suica Penguin’s favorite food.
The designs for the original insulated drawstring bags will change weekly, with the first series available exclusively on Friday, October 30, the second series on Friday, November 6, and the third series on Friday, November 13. The price is 2,000 yen.
At participating “Counter Coffee” locations, a limited number of hot coffee cups will feature the Suica penguin. There are four designs in total, including “Commuting to Work or School,” “Travel and Outings,” and “A Relaxing Break with Coffee” (designs cannot be selected).
In addition, a total of 10 merchandise items—including hand towels, notebooks, and acrylic keychains—featuring the Suica Penguin and the E5, E6, E7, and E8 series trains will be released sequentially. Please note that the Suica Penguin-themed kids’ lunch set with a drawstring pouch, the counter coffee design cups, and other Suica Penguin merchandise are available only at select stores, so please check with each store for availability.
© Source travel watch