The “Suica Penguin Campaign,” a collaboration between the “Suica Penguin” and the station-based convenience store “NewDays,” is currently underway to great acclaim.
From October 27 through November 16, 20 original items will be released in stages, including kids’ lunch sets with insulated drawstring bags, macarons, and merchandise featuring the E5 to E8 series trains!
・The campaign runs from Tuesday, October 27, 2026, to Monday, November 16, 2026
・Participating stores are NewDays (excluding some locations; NewDays KIOSK is not included)
・A total of 7 limited-quantity food items, including a children’s lunch set for 2,000 yen (tax included) and macarons for 270 yen each (tax included)
・Also featuring 4 types of designer cups for counter coffee and 12 merchandise items
Details of the Suica Penguin × NewDays Campaign
NewDays, which celebrated its 25th anniversary this October, is holding a campaign to celebrate the 25th anniversary of Suica, which launched in November 2001!
The campaign also expresses gratitude to the “Suica Penguin,” whose retirement at the end of fiscal year 2026 has been announced.
©Chiharu Sakazaki/JR East/DENTSULimited-Edition Food Items for the Suica Penguin × NewDays Campaign
A total of 7 limited-quantity food items—including bento boxes and limited-edition sweets featuring the “Suica Penguin”—are now available!
*Some items may not be available at all locations.
Kids’ Lunch Set with Suica Penguin Drawstring Pouch
This bento features Western-style dishes—omelet rice, hamburger steak, fried shrimp, and spaghetti—plus the “Suica Penguin’s” favorite, “fish sausage”!
The included original insulated drawstring bag features a different design each week.
Insulated drawstring bag (3 Series Total)
Kids’ Lunch
| Price | 2,000 yen (tax included) |
|---|---|
| Release Date | Series 1: Limited to Friday, October 30 Series 2: November 6 (Fri), limited time only Round 3: November 13 (Fri), limited time only |
| Insulated Drawstring Pouch Dimensions | Width 330 mm × Height 160 mm × Depth 150 mm |
*The drawstring bag will be handed to you at a staffed checkout counter. If you use a self-checkout, please present your receipt to a staff member after checkout.
*Sales quantities vary by store.
*Sales start times may vary by store.
*Due to limited quantities, we ask for your understanding if items are sold out.
Prepared Foods & Sweets
Inspired by sea ice (grated yam), seaweed (simmered hijiki), and sandy beaches (thick fried tofu), a new line of prepared foods featuring “Suica Penguin” kamaboko has arrived!
Three types of macarons featuring illustrations of the “Suica Penguin,” as well as “Marumocchi” with a branded stamp, will also be on sale.
©Chiharu Sakazaki/JR East/DENTSU
The Suica Penguin Emerges from the Sea Ice!
Raspberry Macaron
Chocolate Macaron
Matcha Macaron
Marumocchi (Custard)
| Product Name | Price | Release Date |
|---|---|---|
| The Suica Penguin Emerges from Sea Ice! ~Hijiki with a Briny Sea Aroma and Domestic Japanese Mountain Yam Puree~ | 298 yen (tax included) | October 27 (Tue) |
| Suica Penguin Macaron: Framboise | 270 yen (tax included) | October 27 (Tue) |
| Suica Penguin Macaron: Chocolate | 270 yen (tax included) | October 27 (Tue) |
| Suica Penguin Macaron: Matcha | 270 yen (tax included) | October 27 (Tue) |
| Suica Penguin Marumocchi (Custard) | 158 yen (tax included) | Now on sale |
Ame to Tabi Throat Lozenges: Sparkling Grape White Soda Flavor
These grape white soda-flavored throat lozenges are made with grape juice from Nagano Prefecture and come in three colors: blue, white, and orange.
There are 4 different package designs in total, and when you line them all up…!
©Chiharu Sakazaki/JR East/DENTSU| Manufacturer | Kanro |
|---|---|
| Price | 149 yen each (tax included) |
| Release Date | Now on sale |
Suica Penguin × NewDays Campaign Design Cups
At participating coffee counter locations, hot beverages will be served in limited-quantity “Suica Penguin” design cups.
There are four designs in total, depicting scenes from daily life and travel, such as “Commuting to Work or School,” “Traveling or Going Out,” and “Taking a Relaxing Break with Coffee”!
©Chiharu Sakazaki/JR East/DENTSU| Available Starting | Starting Tuesday, October 27, in stages |
|---|---|
| Hot Coffee | Regular 160 yen (tax included) Large 220 yen (tax included) |
| Hot Café Latte | Regular: 220 yen (tax included) Large: 260 yen (tax included) |
| Hot Coffee: Single Origin Ethiopian Mocha | Regular: 220 yen (tax included) Large: 320 yen (tax included) |
*You cannot choose the design.
*During the campaign period, drinks will be served in collaboration-design cups. The coffee itself is the regular product.
*Cups are not sold separately.
*Iced coffee is not included in this offer.
*Unstaffed stores and stores that are unstaffed during certain hours are excluded from this promotion.
*The start date and time of sales may vary by store.
Suica Penguin × NewDays Campaign Merchandise
A total of 12 merchandise items featuring the “Suica Penguin” and the E5, E6, E7, and E8 train series will go on sale sequentially starting October 27!
The lineup includes embroidered hand towels, sets of three keychains, and foldable eco-bags.
© Chiharu Sakazaki/JR East/DENTSU
©Chiharu Sakazaki/JR East/DENTSU| Product Name | Price |
|---|---|
| Suica Penguin Embroidered Hand Towel (E5, E6, E7, E8 Series) | 850 yen (tax included) |
| Suica Penguin A4 Clear File (E5, E6, E7, E8 Series) | 440 yen (tax included) |
| Suica Penguin Mini Clear File (E5, E6, E7, E8 Series) | 480 yen (tax included) |
| Suica Penguin Mini Ring Notebook (E5, E6, E7, E8 Series) | 715 yen (tax included) |
| Suica Penguin Squishy Stickers (E5, E6, E7, E8 Series) | 630 yen (tax included) |
| Suica Penguin Mini Drawstring Pouch (E5 Series) | 715 yen (tax included) |
| Suica Penguin 3-Piece Keychain Set (E5, E6, E7 Series) | 1,045 yen (tax included) |
| Suica Penguin Clear Multi-Case SS (E5, E6, E7, E8 Series) | 1,000 yen (tax included) |
| Suica Penguin Foldable Eco-Bag, White (E5, E6, E7, E8 Series) | 1,650 yen (tax included) |
| Suica Penguin Foldable Eco-Bag – Beige (E5, E6, E7, E8 Series) | 1,650 yen (tax included) |
| Suica Penguin Eyeglass Cleaning Cloth – All-Over Print (E5, E6, E7, E8 Series) | 330 yen (tax included) |
| Suica Penguin Eyeglass Cleaning Cloth – Dark Purple (E5, E6, E7, E8 Series) | 330 yen (tax included) |
*Some items may not be available at all locations.
*Sales start dates and times may vary by location.
The Suica Penguin × NewDays Campaign is currently running to great acclaim through November 16!
© Chiharu Sakazaki/JR East/DENTSU| Official Website | NewDays |
|---|---|
| Campaign Period | October 27, 2026 (Tue) – November 16, 2026 (Mon) *The start dates and times for sales of certain products may vary by store. |
| Participating Stores | NewDays (excluding some stores) *NewDays KIOSK is not included in this promotion. |
| Products | 7 limited-quantity food items Counter Coffee Design Cups (4 varieties) 12 merchandise items |
| Official X | @newdays_jp |
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Suica Penguin × NewDays Campaign FAQs
How long does the campaign run?
It runs from Tuesday, October 27, 2026, through Monday, November 16, 2026. The start dates and times for the sale of some products may vary by store.
At which stores is the campaign being held?
The campaign will be held at NewDays (excluding some stores). NewDays KIOSK is not included.
When will the kids’ lunch sets with drawstring pouches go on sale?
They will be available exclusively on Fridays: the first set on Friday, October 30 (Fri), the second on November 6 (Fri), and the third on November 13 (Fri). The price is 2,000 yen (tax included), and the design of the insulated drawstring bag changes weekly.
Which menu items come with the designer cups?
All hot beverages at stores offering counter coffee are eligible. There are four designs in total, and you cannot choose which one you receive. Iced coffee is not eligible.
Please check the official website.
*Please note that the information in these articles may be outdated. We apologize for the inconvenience, but please check the official website for the latest information.
©Chiharu Sakazaki/JR East/DENTSU
