A pop-up shop tour for ‘Suica no Penguin’ has been announced, bringing new products and limited goods. The first stop will open for a limited time at NEWoMan Shinjuku from Tuesday, October 13, 2026.
About Suica no Penguin
‘Suica no Penguin’ came from Antarctica to Tokyo. The character’s favorite food is fish sausage and it is modeled after the Adelie penguin, which actually lives in Antarctica. Because it is meant to be an ‘alter ego’ of each person’s IC card, the penguin has no name. It is a character that goes out with you when you take your Suica card or penguin goods with you.
Since 2001, the character has been familiar alongside Suica since its birth. It has been decided, however, that the penguin will ‘fly to a new place’ at the end of fiscal 2026 in March 2027. On September 8, following this announcement, JR East began a vote for a new character design and revealed three final candidate characters, bringing renewed attention to Suica no Penguin.
First Pop-Up at NEWoMan Shinjuku
The first pop-up shop will open near ‘Suica no Penguin Plaza,’ where the Suica no Penguin bronze statue stands, at the NEWoMan Shinjuku Ekinaka Event Space inside the JR Shinjuku Station Shin-Minami area ticket gates. Along with interior goods and going-out items, the shop will sell new products featuring special art for the final year, as well as pop-up shop limited goods.
Pop-Up Limited and Advance-Sale Items
The ‘Yurayura Acrylic Stand’ is a pop-up limited product. It comes in four designs, including the penguin holding a heart or enjoying a run.
The ‘Oki/Kake 2WAY de Tsukaeru Can Badge mitai na Tokei’ (a clock like a can badge that can be used standing or hanging) is a pop-up advance-sale item. Suica no Penguin’s face becomes a clock in this highly striking piece.
The ‘Jacquard Ori no Gabatto Hiraku Pouch’ (pop-open pouch) and ‘Jacquard Ori no Tatameru Megane Case’ (foldable glasses case) feature a cute all-over woven fabric design. Glossy woven thread is used to express the Suica no Penguin pattern.
The ‘Okaneire Kinou Tsuki Shoulder Bag’ (shoulder bag with wallet function) and ‘Nuigurumi mitai na Kinchaku Pouch’ (plush-like drawstring pouch) are also useful for outings. They are highly functional and recommended for travel.
The ‘Attaka Moko Moko Boa Slipper’ (warm fluffy boa slippers) are designed to pursue warmth for cold winter feet. Both the inside and outside use boa material, and they are machine washable.
The ‘Reversible Coin Motif Necklace (Box Tsuki)’ and other accessories will also be sold. They feature a luxurious design and come in two versions: gold and silver.
Purchase Bonuses
From Tuesday, October 13 to Thursday, October 22, customers who purchase 4,000 yen or more (tax included) of Suica no Penguin products will receive a ‘Maegami Clip 2-Ko Set’ (front hair clip 2-piece set) as a purchase bonus. Those who purchase 10,000 yen or more (tax included) will also receive a ‘Compact Mirror.’
From Friday, October 23 to Sunday, November 1, customers who purchase 4,000 yen or more (tax included) will receive an ‘Acrylic Clip Badge.’ Those who purchase 10,000 yen or more (tax included) will also receive the ‘Compact Mirror.’
Event Details
| Item | Details |
|---|---|
| Venue | JR East Shinjuku Station, inside the Shin-Minami area ticket gates, on the concourse (2F Ekinaka Event Space, NEWoMan Shinjuku, 5-24-55 Sendagaya, Shibuya-ku, Tokyo 151-0051) |
| Hours | Weekdays and Saturdays 8:00-20:30; Sundays and holidays 8:00-20:00 (opens at 11:00 on the first day; hours may change) |
| Period | Tuesday, October 13, 2026 – Sunday, November 1, 2026 |
| Product lineup | Interior goods, lifestyle miscellaneous goods, fashion goods, and more |
The first pop-up shop will run for a limited time until Sunday, November 1, 2026. With about half a year until graduation, this is a chance to actually pick up Suica no Penguin products that are usually only handled online.
(C) C.S/JR East/D
By Hori Megumi
