NewDays launches Suica Penguin campaign in Japan

NewDays, operated by JR East Cross Station Retail Company, is hosting a Suica Penguin campaign from October 27 to November 16, 2026. The event celebrates the 25th anniversary of NewDays and the 25th anniversary of the Suica service, which launched in November 2001.

The campaign features 20 different original products, including themed food items such as Suica Penguin-themed children's lunches with collectible insulated pouches, macarons, and savory dishes. Other merchandise includes design cups for hot coffee and themed candies. The campaign serves as a gesture of gratitude toward the Suica Penguin character, which is scheduled to graduate at the end of the 2026 fiscal year.