Suica Penguin campaign brings 20 NewDays products from 27 October
NewDays will sell 20 Suica Penguin food, drink and merchandise items from 27 October, including weekly lunch bags and limited coffee cups.
NewDays will launch a 20-product Suica Penguin campaign across participating Japanese stores from 27 October to 16 November, with limited food, coffee cups and railway-themed merchandise tied to the character’s 25th anniversary year.1
The campaign comes as JR East’s Suica Penguin (Suicaのペンギン) is due to graduate from the brand at the end of fiscal 2026. JR East Cross Station says the event is both a celebration of Suica’s 25th anniversary and a thank-you to the character, which has appeared alongside the IC card service since its launch in 2001.1
What is included
The headline food item is a Suica Penguin-themed children’s lunch with a reusable insulated drawstring bag. It costs ¥2,000 and will be sold on three Fridays — 30 October, 6 November and 13 November — with the bag design changing each week. The lunch includes omurice, hamburger steak, fried prawns, spaghetti and fish sausage, which the company identifies as one of the Penguin’s favourite foods.1
Other food releases include a ¥298 side dish designed around an icy landscape, plus three Penguin-decorated macarons in raspberry, chocolate and matcha flavours at ¥270 each. A custard-filled marumocchi sweet and grape white-soda throat sweets are also part of the line-up, although availability varies by shop.1
Participating stores with counter coffee will serve hot drinks in one of four limited Suica Penguin cup designs from 27 October. The designs cover everyday scenes such as commuting, travel and taking a coffee break. The cup is supplied with eligible hot drinks rather than sold separately, and iced coffee is excluded.1
The campaign’s merchandise range includes 12 items featuring the Penguin alongside Japan’s E5, E6, E7 and E8 Shinkansen trains. The announced line-up includes embroidered hand towels, clear files, mini notebooks, stickers, drawstring bags, acrylic keychains, eco-bags and glasses cloths, with prices ranging from ¥330 to ¥1,650.1
The promotion is available at NewDays stores, excluding NewDays KIOSK. JR East Cross Station warns that some products may not be available at every branch and that individual launch times can vary. AnimeAnime also reports the same 20-item line-up and campaign dates, including the weekly lunch-bag releases and the four coffee-cup designs.2
Our opinion
This is a more meaningful send-off than a routine convenience-store tie-in: the campaign turns Suica Penguin’s approaching retirement into a clearly timed final merchandise push, while giving fans several affordable ways to mark the character’s last full year. The strongest items are the changing Friday lunch bags and the train-themed goods, which connect the Penguin to the railway identity that made it recognisable in the first place. The practical catch is availability — shoppers will need to check their local NewDays rather than assume the complete range will appear in every branch.
The official campaign image is supplied by JR East Cross Station through its PR TIMES release and credited to Chiharu Sakazaki, JR East and Dentsu. 1