Japan’s Suica card needs new mascot — JR wants your vote
JR East has launched a public vote to select the next image character for Suica, marking the beginning of the transition away from the familiar Suica Penguin after more than two decades.
The railway operator announced that the Suica Penguin will graduate from its role on March 31, 2027. A new character will take over from April 1, with the winner chosen through a public vote among three final designs.
Voting opened on September 8 and will remain available until 11:59 p.m. on September 23. Each person may vote once, and the contest is open to all, regardless of age, gender, occupation, or nationality, provided they agree to the rules and complete the required information.
The candidate receiving the most votes will become Suica’s new character. JR East plans to unveil the winner on Nov. 18, the anniversary of Suica’s introduction.
Three designs compete for the role
The finalists were developed by young creators selected to turn ideas gathered from JR East Group employees into character concepts.
Candidate A is a squirrel whose markings form a single line running from its head to the tip of its tail, representing railways and the connections JR East makes across Japan. Its rounded design is intended to give it a friendly, approachable appearance.
As a symbol of the Suica that bridges the gap between cities, people, and the future, Candidate B takes the form of a rabbit. The colour purple combines reassuring blue with exciting red.
Candidate C features an orange-coloured creature carrying a small mole in a shoulder bag. The concept centres on the excitement of travelling and discovering new places.
The vote is part of a broader project to reposition Suica from a tool for transport and small payments into what JR East describes as a «life device» used across more areas of daily life.
Following the announcement of the winning design, JR East plans to invite the public to suggest a name for the new character. The naming process is scheduled to conclude in January 2027, with the name and a handover ceremony planned for March 2027.
