JR East is retiring its famous Suica Penguin… which is part of its marketing for… practically everything. Seeing it in Japan makes me feel a little sad. It is a well known character, and it’s everywhere.

But with all big business the change will bring about new characters, oh and new marketing = $$. Not sure which one I like from the three finalists featured in this article.. what’s your favourite?

https://www.japantimes.co.jp/news/2026/09/09/japan/suica-card-penguin-design-retire/