"Don't Remove the Penguin": 25,000 Sign Petition as 'Suica Penguin' Retires After 25 Years [Japan In-Side]

JR East Announces Replacement of Suica Transportation Card
Opposition Petitions and Merchandise Sell Out Following Penguin's Retirement News
Decision Comes Amid System Overhaul for Transportation Card Services
Experts Note Significant Sense of Loss Over Everyday Character

If you were to pick one thing that everyone buys when visiting Tokyo, Japan, it would probably be JR East's transportation card. This card, known as "Suica," is convenient because you can load it with any amount you want and use it as needed. Suica is especially famous for the penguin character illustrated on the card. In Japanese travel communities, photos featuring the Suica penguin are a must-have, appearing in almost every Suica-related post.

The card became widely known as the "penguin transportation card," and recently, JR East's announcement that it would replace its penguin mascot caused quite a stir in Japan. Online, 26,928 people signed a petition urging the company not to remove the penguin mascot. Today, we bring you the news of the retirement of the "Suica Penguin," a mascot with immense recognition as a transportation card character.

A mascot penguin is drawn on the bottom right corner of the Suica card. Matcha Japan.

The Suica Penguin was chosen as the mascot in 2001, when JR East launched the Suica transportation card. The model for the character is the Ad?lie penguin. Interestingly, the mascot was not created specifically for Suica; instead, it was based on a penguin from a picture book by illustrator Chiharu Sakazaki.

The decision to use a penguin was closely tied to Suica's philosophy. When Suica was launched, JR East promoted it as "a service never seen before." The very idea of simply tapping a card instead of buying a ticket was a major innovation. "Suica" means "watermelon" in Korean, and the company thought, "If there is an animal that has never seen a watermelon, it would probably be a penguin living in Antarctica." This led to the decision to use a penguin as the mascot. The character is an Ad?lie penguin that has come from Antarctica to Tokyo and is said to love fish sausage.

A JR East post promoting the release of Suica in 2001. In the bottom right corner of the card image, the Suica Penguin holding a Suica card can be seen. JR East.

The image of a penguin swimming smoothly through water is described in Japanese as "suisui," which also inspired the choice. The idea was that the card would allow users to pass smoothly through ticket gates with just a tap. The mascot was simply named "Suica Penguin" because it was meant to represent each and every cardholder as their own alter ego.

To promote the card, JR East widely advertised the penguin through posters and merchandise in train stations. This cemented the association of "penguins with Japanese transportation cards." The character's universe even expanded with the addition of a baby penguin cousin living in Osaka. There is also a Suica Penguin statue at Shinjuku Station, which has become a popular meeting spot known as "Suica Penguin Plaza."

Introduction of JR East's Suica Penguin. The one on the left is the cousin, and the one on the right is the Suica Penguin. JR East.

Despite having built up this "animal universe," JR East recently announced that the penguin mascot would only be used until 2026, after which a completely new mascot would be introduced. The reason is that next fall, the company plans to launch a mobile Suica application with new payment features and expand services beyond just transportation cards. As Suica's identity changes, the company aims to refresh its character as well.

This announcement immediately became a hot topic. An online petition calling for the reversal of the decision was quickly posted. The petitioner argued, "The penguin is more than just a transportation IC card mascot; it has become a symbol of connection within the local community. Changing the mascot would be a great loss for long-time fans and Suica users."

Suica Penguin goods sold by JR East. JR East.

At shops in Tokyo Station selling Suica merchandise, all penguin goods reportedly sold out after the announcement. On secondhand marketplaces, these items are being traded for several times their original price.

Although the identity of the new character has not yet been revealed, the penguin's retirement next year is sure to attract renewed attention. JR East now faces the challenge of introducing a new character, and if the new mascot fails to live up to the beloved penguin, the company will have to brace for criticism.

Campaign poster by JR East Japan. It conveys that using the Suica transportation card helps with forest maintenance. The Suica penguin is watering a tree. JR East Japan.

Both sides of the debate-those who want to keep the character and those who support change-are understandable. It's hard to imagine a character that has been around for over 20 years disappearing into history, but from the perspective of launching new business ventures, a generational shift may be necessary.

The news of the penguin's retirement has become a much bigger issue than expected, prompting Japanese media to look closely at the background of this situation. Experts have analyzed that changing the mascot evokes emotions similar to the sense of loss experienced when someone is gone. Because the character was a daily presence on commutes and school runs, the farewell feels even more significant. The sense of loss that comes with saying goodbye to something taken for granted seems to be the same for both people and characters. It's not easy to let go, even for our neighbors. We should all appreciate what we have while it's still here.