TOKYO - JR East has unveiled three finalists to become the new image character for its Suica transportation IC card, as the long-serving Suica Penguin prepares to "graduate" in March next year after more than 20 years as the face of the service.
The three new candidates are based on a squirrel, a rabbit and a mole. JR East will invite the public to vote through a dedicated website, with the winning character to be announced on November 18, the 25th anniversary of the launch of Suica services.
The Suica Penguin has been used as the card's image character for more than two decades and has become widely recognized by passengers, but JR East has decided that its tenure will end in March next year.
The selection project for its successor began by gathering ideas from employees across the JR East Group about what kind of character they wanted to see and how the new figure should be used.
Around 10,000 opinions were collected, providing the basis for discussions among a selection committee made up of people active in a range of fields.
JR East said Suica itself is also evolving beyond its traditional role, with the company seeking to develop it into a broader lifestyle service that can accompany users in a wider range of everyday situations.
Committee members said a widely loved character needs both familiarity that allows it to blend naturally into everyday life and qualities that remain appealing even after repeated encounters.
They also emphasized the importance of creating a character onto which people can project their own feelings and one that can feel constantly present, whether encountered around town or appearing unexpectedly in a person's pocket.
One committee member said the ideal character would be lovable in any situation while combining a central presence with a modest, understated quality.
Young creators recommended by committee members were then asked to prepare original proposals based on the ideas gathered through the process.
A diverse range of designs was submitted, after which the committee met to narrow the field to three candidates.
During the selection, committee members considered qualities including reliability, memorability, visual appeal, movement and the potential for a character to develop over time.
One member said that because the character would represent JR East, it should have a certain strength and dependability at its core.
Another said one proposal was immediately memorable at first glance, while another was praised for its charm and the way the character moved.
Committee members also responded positively to designs containing unusual details and backstories that might not be obvious initially but could later generate interest as people learned more about the character.
The committee also discussed whether the new figure should be capable of growing through a variety of activities and through the ideas and experiences contributed by different people.
After extensive deliberations, the squirrel, rabbit and mole designs were selected as the three finalists.
Committee members described the process as difficult but said they believed the remaining designs represented a strong outcome.
One member said the responsibility of choosing a character that could be loved for many years created considerable pressure, but that the selection process was also educational and enjoyable.
The youngest member of the committee said all participants had been treated equally and each person's views had been respected during the discussions.
The committee said it would be satisfied regardless of which of the three candidates is ultimately selected.
JR East has also announced plans to make Suica usable at all of its stations by the early 2030s, underscoring the company's broader effort to expand the card's role as its next image character prepares to take over.
The final choice will now be placed in the hands of voters, with the three candidates' futures to be decided ahead of the November 18 announcement.
Source: JR-EAST - Official Channel
