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A beloved Tokyo penguin’s end presages JR East’s rebirth
The move is part of a business rebrand to shift JR East from an old-school firm dependent on train revenue to a fintech powerhouse.
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Since Suica’s introduction in 2001, the penguin has featured on transit cards and apps used by commuters.
PHOTO: LOVEJAPANTRIP/FACEBOOK
Gearoid Reidy
Japan is a country where everything has a recognisable mascot, from tourist sites to the Tokyo police force.
But one of the most beloved is soon to be no more. East Japan Railway, better known as JR East, announced on Nov 11 that it’s retiring the iconic penguin that has long adorned Suica, the contactless payment platform for trains in the capital Tokyo and beyond.
