TOKYO, Nov 11 — East Japan Railway Co (JR East) will retire its long-serving penguin mascot — the face of its Suica transit IC card — at the end of the next fiscal year, ending a 25-year run that helped define the company’s brand identity, The Yomiuri Shimbun reported today.
The railway operator said it will launch a campaign to select a new character, with participation from passengers and other users. Details of the public selection process will be announced once finalised.
The Suica penguin, based on the Adélie species from Antarctica, first appeared in 2001 when JR East rolled out the Suica system, which allows commuters to tap their cards for quick entry at ticket gates.
Since then, the character has become synonymous with the brand, appearing on posters, station signs and digital payment apps, as well as on a range of merchandise from stationery to plush toys.
JR East said it plans to celebrate the mascot’s retirement with various campaigns through the end of fiscal 2026 to thank fans for their support.
As of March this year, more than 110 million Suica cards have been issued, making it one of Japan’s most widely used contactless payment systems.
“Voices expressing regret over parting with the character are likely to spread,” the report said, reflecting the affection many commuters hold for the cheerful penguin that has greeted them for a generation.
