If you are going to discontinue the Suica Penguin anyway - Dear Yoichi Kise, President of JR East -

What is the idea to replace the "Suica Penguin"?

I apologize for this sudden post.

Setting aside the "retirement" of the Suica Penguin, it seems that the selection process for a "successor" is also causing quite a stir in public opinion.

So, if I may, I have posted this because I would like you to read an idea that could satisfy everyone involved.

I would be very grateful if you could read it to the end.

Following the example of Epos's "Epos Museum Card"?

President Kise, are you familiar with the "Epos Museum Card"?

It is a system where 0.1% of sales are donated to national museums when you use an Epos card designed with paintings or objects.

For art fans, it is a wonderful idea that allows them to carry works of art with them at all times, and for museums, it provides maintenance funds. I would like to propose an idea based on this.

Next-Generation Suica Social Branding: Adopting New Characters Through Art by People with Disabilities and Building a Sustainable Independent Support Model

1. Background and Purpose: Making Character Renewal a Symbol of "Social Change"

Now that JR East is transitioning from the long-beloved penguin to a new character, what is needed is not just a "cute picture." This proposal aims to adopt the works of "nameless talents coloring the world" (artists with disabilities) as the new Suica design/character, and to transform Japan into a "society where you can save someone just by moving around."

2. System: A "Life-Integrated" Return Model That Surpasses the Epos Model

• Art Selection: Works with overwhelming energy, publicly solicited and selected from facilities for people with disabilities nationwide, will be adopted for the face of Suica cards (or the customization screen of Mobile Suica).

• 0.1% "Investment in Talent": Every time a user uses that Suica for "riding" or "shopping," JR East will return a portion of the settlement fees (e.g., 0.1% of sales) to the artist themselves and their affiliated facility.

• Linkage with Suica Points: We will also provide incentives to users, such as "earning JRE POINT as social contribution points when using this art Suica," to promote its use.

3. Benefits for JR East

• Overwhelming Differentiation in ESG Management: By incorporating "support for people with disabilities" into your core business (railway/payment) rather than as a temporary donation, you will gain high praise from global investors and the public.

• Fostering "Attachment": In addition to registered Suica cards, by adding a narrative of it being a "card that supports someone," it will serve as a powerful hook for preventing cancellations (retention) and encouraging the transition to mobile.

• A symbol of public nature: Normalizing the talents of people with disabilities in stations, which are "places everyone uses," symbolizes JR East's stance as a leader in realizing a true diversity society.

Other important points

I propose that the revenue generated from this business (the portion returned to the artists) be managed not just as simple living expenses, but as a "Mobility Support Fund" with the following purpose clearly stated.

• Perfect alignment with JR East's "core business": This becomes a perfectly self-contained social contribution model where the railway company itself generates "funds to make railways easier to use" (through user payments).

• Maximizing user "satisfaction": The concrete image that "by using this Suica, I am helping to create ramps that are easier for wheelchair users to navigate or making station information easier to understand" will strongly encourage users to continue using it.

• Improving the artist's "self-esteem": "Thanks to my art, my peers can ride the train more easily." For people with disabilities, this signifies a dramatic shift from being "someone who is helped" to being a "subject (producer) who improves society."

What do you think?

I am confident that this is a "three-way win" idea that benefits people with disabilities, those who support their work, and your company as well.

I believe that works born from the souls of people with disabilities would be better received by the public than a new character decided upon by a selection committee in a closed room.

I would be very grateful if you would consider this.

The seasons are changing. Please take care of yourself during this time of year.

Sincerely,