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A pop-up shop tour for the Suica Penguin character has been confirmed, with the first stop opening at NEWoMan Shinjuku from Tuesday, October 13, 2026. The shop sells interior goods, going-out items, last-year special art products, and pop-up limited goods. Purchases of 4,000 yen or more receive a bonus item, and 10,000 yen or more adds a compact mirror.
East Japan Railway Company announced on October 6 that its new code payment service, teppay, will start rolling out from 11:00 on October 20, 2026. The service runs inside the Mobile Suica app on smartphones, and the function is added automatically for existing users. Balances can be charged with cash at convenience store ATMs, through registered financial institutions, or by linking a View Card. With a View Card linked, users can also pick View Card linked payment, which drops the need to pre-charge. Barcode payments work at member stores such as Lumine and NewDays, and at more than 1.7 million Smart Code member stores nationwide, including major convenience store chains. Issuing a teppay JCB Prepaid Card inside the app opens JCB member stores in Japan, including online shops. Two other features let users charge a Mobile Suica balance and send balances to other teppay users. Mobile PASMO users are expected to get the service in spring 2027.
Kinokuniya plans to release a Suica Penguin "Mascot Bag" at the end of October 2026. The plush mascot carries a carabiner on its head so it can be clipped to a bag, and it wears a Kinokuniya eco bag slung over its shoulder. That eco bag can be pulled out from the penguin's back and used. Kinokuniya describes the item as the last Suica Penguin merchandise the company will release. Price, product specifications, and the exact release date have not been disclosed and will be announced later. The release timing may change, and Kinokuniya asks customers not to contact stores about product information or the release date. The Suica Penguin is the image character for JR East's transit IC card Suica. The character is set to graduate at the end of fiscal 2026, and JR East opened a public vote on three candidate designs for a new image character on September 8. The new character is scheduled to be announced on November 18, Suica's 25th anniversary, with the switch on April 1, 2027.
A wave of Suica Penguin merchandise and seasonal food is on sale in Japan, tied to the character's planned retirement at the end of fiscal 2026 in March 2027. Hotel Metropolitan in Ikebukuro is selling three autumn sweets at its first-floor Cake & Bakery Shop: a Chestnut Cake with a chestnut-shaped penguin face for 720 yen, a Pudding with Ebisu pumpkin and Jersey milk for 500 yen, and a Season Cake with pear and Valrhona Caramelia chocolate for 650 yen, all available through November 30. A collaboration with Nagano shichimi shop Nemoto Yawataya Isogoro offers a three-can Shichimi set with an original sticker for 3,800 yen, limited to 5,000 sets, sold at NewDays locations in Nagano Prefecture since September 16. Omusubi Dokoro Honnoriya and Homareya have a Puffy Sticker Rice Ball Set for 1,480 yen, or 1,280 yen with a transportation IC card, from September 28 while supplies last.
JR East Cross Station will sell a limited Suica Penguin Shichimi 3-Can Set, a collaboration with Nagano shichimi shop Yawataya Isogoro. The 5,000-set run, priced at 3,800 yen with tax, arrives Wednesday, September 16, 2026. Each set holds the Suica Penguin shichimi, yuzu shichimi, and shichimi garam masala cans with a limited sticker. Sales are limited to NewDays, NewDays Mini, and NewDays KIOSK stores in Nagano Prefecture.
JR East is running the Penguin Years initiative for fiscal 2026 to mark Suica's 25th anniversary in November. The campaign includes a LINE-based mystery solving event at ticket gates, an episode submission contest with autographed shikishi boards by creator Chiharu Sakazaki, shopping novelties at Pensta stores, and a lottery offering limited goods and JRE POINT. Details will be announced on the special website.