Japan's iconic Suica Penguin mascot to be retired after 25 years

A major, and somewhat sad, announcement has been made by JR East regarding one of its most recognizable figures.

The company’s iconic “Suica’s Penguin,” the mascot for the Suica transportation IC card, will be “graduating” from his role.

This retirement is part of a “Suica Renaissance” initiative by JR East.

The company stated that as Suica evolves from a simple “transportation and small payment device” into a comprehensive “life device,” it is time to pass the torch to a new image character.

The Suica’s Penguin has been the face of the brand since the card’s debut in 2001.

JR East praised the mascot, stating that its “adorable appearance” was loved by many users and made a “huge contribution” to the card’s widespread adoption and recognition.

The company also expressed its deep gratitude to the penguin’s creator, Chiharu Sakazaki.

She released a heartfelt message, reflecting on the mascot’s long journey:

“I remember being so happy and proud when it was chosen as the image character for Suica in 2001. I was happy to be involved with ‘Suica’s Penguin’ for 25 long years… To everyone who supported us, thank you so much.”

JR East is planning various campaigns to thank fans for their support of the penguin ahead of its retirement.

The company also stated that the new mascot will reflect the “evolving image of Suica,” and that they are considering a way for the public to participate in the new mascot’s creation process.

The official “graduation” for the Suica’s Penguin is scheduled for the end of fiscal year 2026, which marks the 25th anniversary of the Suica card.

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