alt Hacker NewsSad to see the mascot going in March. Apparently this entire brand reset is tied to something JR East is calling 'Suica Renaissance,' which is about a ten-year effort to turn Suica into a lifestyle brand.
Whitepaper: https://www.jreast.co.jp/e/press/2024/pdf/20241210.pdf
They're planning on moving beyond the ¥20,000 prepaid balance limit, they are adding QR code payments (think WeChat and Alipay), making Suica work across regions and support more touchless and cloud-based systems, and connecting it more with banking, shopping, loyalty, discounts, and local services.
So essentially they want to become your default payment platform which is a huge opportunity given how paper-money-driven Japan is.
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The weirdest payment method has got to be the Coke ON vending machines that do not support SUICA but instead require you to QR code-IR blaster you to a website where you bluetooth pair with the vending machine then buy it on your mobile browser.
Like....somehow they turned a sub 1ms operation into a 4 minute 32 second one. It boggles the mind
Nooo the penguin is the best part of suica!
The penguin isn't owned by JR East, which is the problem. It's owned by a specific artist and licensed by Dentsu, who has to approve all usage. The other transit networks actually fully own their mascots, but Suica's Penguin isn't theirs to control.