NewDays to launch Suica penguin campaign on October 27
The campaign runs until November 16, 2026, with 20 original food and goods items sold sequentially at NewDays stores.
NewDays will hold its “Suica no Penguin Campaign” from October 27 to November 16, 2026, selling 20 original food and goods items sequentially, according to animeanime.jp.
The food lineup includes a kids’ lunch with a Suica penguin drawstring bag for 2,000 yen, a hijiki and grated yam dish for 298 yen, and three macaron flavors at 270 yen each. The kids’ lunch with the pouch is sold only on Fridays: October 30, November 6 and November 13.
At stores that offer counter coffee, hot drinks will be served from October 27 in cups carrying four Suica penguin designs.
Twelve goods items featuring the penguin alongside the E5, E6, E7 and E8 series trains go on sale sequentially from October 27. They include an embroidered hand towel for 850 yen, an A4 clear file for 440 yen, a mini ring notebook for 715 yen, a 3-piece key holder for 1,045 yen and a foldable eco bag for 1,650 yen, all tax included.
The campaign applies to NewDays stores, excluding some locations; NewDays KIOSK stores are not included.
Character set to step down
The Suica penguin has been the character of JR East’s Suica IC card since the card began service in November 2001. It was announced that the penguin will graduate at the end of fiscal 2026. NewDays is also marking its 25th anniversary.
Quick answers
When does the NewDays Suica penguin campaign run?
From October 27 to November 16, 2026.
Which stores are taking part?
NewDays stores, excluding some locations. NewDays KIOSK stores are not included.
When is the kids' lunch with the drawstring bag sold?
Only on Fridays: October 30, November 6 and November 13.