SNACK: 3-line summary
- NewDays’ Suica Penguin campaign has begun, featuring 20 items across food, counter coffee and merchandise.
- The bento includes an insulated drawstring bag, but is sold only on October 30, November 6 and November 13.
- The campaign runs through November 16 at participating NewDays stores; NewDays KIOSK is excluded.
NewDays’ Suica Penguin campaign starts today, October 27, 2026, with a 20-item lineup. The penguin-faced bento comes with an original insulated drawstring bag, but it is not on sale today: its first Friday-only sale date is October 30.
Snackgirls react
Kirari: I’d want a photo of that penguin face before taking a bite. Of the three bag designs, I’m drawn to the pink gingham!
Nea: The little railway-staff details on the key ring appeal to me. I’d like to compare its E5, E6 and E7 motifs up close.
Three Fridays, three insulated bag designs
The ¥2,000 kids’-lunch-style bento packs in omelet rice, hamburger steak, fried shrimp, spaghetti and fish sausage. The included insulated drawstring bag changes design with each sale date:
- October 30: yellow train-window design.
- November 6: light-blue band design.
- November 13: pink gingham design.
These are three individual Friday-only sales, not a daily release throughout the campaign. Staff hand over the bag at a staffed register; if you use self-checkout, show your receipt to a staff member after paying.
Three macaron flavors and four hot-coffee cup designs
Raspberry, chocolate and matcha macarons join the seven-item food lineup on October 27, at ¥270 each. Some foods in the lineup, including the custard-filled Marumocchi sweet and throat candy, were already on sale.
From October 27, NewDays stores offering counter coffee begin introducing four limited cup designs showing commuting, travel and coffee-break scenes. A regular hot coffee costs ¥160, and the drinks themselves are unchanged.
The cups are for hot counter-coffee drinks only, while supplies last. You cannot choose the design or buy a cup separately. Iced drinks are excluded, as are stores that are unstaffed all day or during part of their opening hours.
Shinkansen goods, from embroidered towels to a three-charm key ring
The 12 merchandise items pair Suica Penguin with E5, E6, E7 and E8 Shinkansen trains across the collection, though the trains featured vary by item. The embroidered hand towel costs ¥850; the ¥1,045 three-charm acrylic key ring features the E5, E6 and E7.
The range also includes A4 and mini clear files, a notebook, stickers, a small drawstring pouch and a clear case. Packable shopping bags come in white or beige at ¥1,650 each. These are separate merchandise items, distinct from the insulated drawstring bag included with the bento. All prices include tax.
Choose a store for the item you want
The campaign runs through November 16 at participating NewDays stores, with some locations excluded. NewDays KIOSK is not taking part. The campaign celebrates both NewDays’ and Suica’s 25th anniversaries and expresses thanks to Suica Penguin ahead of the end of its role as Suica’s mascot at the close of fiscal 2026.
Not every store carries every item, and sales start dates, times and quantities can vary. The bento is quantity-limited, so a listed store does not guarantee stock.
Before making a trip, use the separate bento, counter-coffee and merchandise stockist links in JR East Cross Station’s official announcement. For the bento, choose both the participating store and the Friday that matches your preferred bag design.
Sources and checked date: October 27, 2026 (JST)
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