NewDays will run the Suica no Penguin Campaign from October 27 to November 16, 2026, rolling out 20 original products. The promotion celebrates the 25th anniversary of the Suica IC card and NewDays, and thanks the Suica no Penguin character following the announcement that it will graduate at the end of fiscal 2026.
Suica no Penguin is the character of JR East’s Suica IC card and has been familiar to users since Suica service began in November 2001. The campaign is being held at NewDays, excluding some stores, and will release original items sequentially during the period.
Food and sweets
The food lineup includes Suica no Penguin no Kinchaku-tsuki Kodomo Lunch (Suicaのペンギンの巾着付き お子様ランチ) for 2,000 yen. It comes with an original insulated drawstring bag, and the bag design changes each week. This item is sold only on Fridays: October 30, November 6, and November 13.
Also available is Kaihyou kara Suica no Penguin ga! – Iso Kaoru Hijiki to Kokusan Tororo – (海氷からSuicaのペンギンが！ ～磯香るひじきと国産とろろ～) for 298 yen.
The sweets lineup features Suica no Penguin Macaron Framboise, Suica no Penguin Macaron Chocolat, and Suica no Penguin Macaron Matcha (Suicaのペンギンマカロン フランボワーズ, ショコラ, 抹茶) at 270 yen each.
The campaign also includes Suica no Penguin Marumocchi (Suicaのペンギン まるもっち).
Coffee cup designs
At NewDays stores that offer counter coffee, customers who purchase a hot item will receive it in a cup featuring a Suica no Penguin design. There are four designs in total, depicting scenes from everyday life and travel, including commuting, school, trips, and outings. These will also begin sequentially from October 27.
Train-themed goods
A total of 12 goods items featuring Suica no Penguin together with the E5, E6, E7, and E8 series will go on sale sequentially from October 27. The lineup includes an embroidery hand towel (刺繍ハンドタオル) for 850 yen, an A4 clear file (A4クリアファイル) for 440 yen, a mini ring notebook (ミニリングノート) for 715 yen, a 3-ren acrylic keychain (3連アクキー) for 1,045 yen, and storage-type eco bags (収納型エコバッグ) at 1,650 yen each. All listed goods prices include tax.
Availability notes
The campaign is being held at NewDays, excluding some stores. NewDays KIOSK is not included. Product availability and sales start dates and times may differ by store.
(C) Sakazaki Chiharu / JR East / DENTSU
