Japan's iconic Suica penguin, the mascot of JR East's contactless smart card, is leaving its position. A selection committee has been formed to find the new penguin mascot that will represent Suica. The committee's decision will be announced soon.

Mascots, or "Yuru-chara," are a big part of Japanese culture, representing everything from cities and companies to foods and festivals. Suica penguin, being the face of the widely used contactless smart card, holds a sentimental place for many. The selection of the new mascot will likely generate buzz and public interest.

In the US or EU, selection of a mascot doesn't usually create this much public interest because mascots aren’t culturally as integrated. However, like the retiring of Tony the Tiger or the M&M characters, it could generate similar sentiment and curiosity.