~Your Passion Connects, the World Expands~ 'SUKITABI' Begins!

○ The JR East Group, as part of its mid-to-long-term business growth strategy 'Beyond the Border' announced in June 2024, aims to create mobility and revitalize urban-rural flows by connecting through a 'content axis' driven by diverse hobbies and preferences.

○ Previously individual content collaboration initiatives are now branded as 'SUKITABI,' aiming to generate continuous travel demand triggered by customers' personal 'likes.'

○ Through 'SUKITABI,' we aim to turn each customer's individual 'likes' into travel motivations, creating new touchpoints and exchanges with local regions.

1. Overview

<Brand Name>

SUKITABI (Japanese: すき旅)

<Concept Word>

Your passion connects, the world expands.

2. Dedicated Website

https://www.jreast.co.jp/sukitabi/

The site features campaign information based on current and upcoming content collaborations.

3. Launch Date

July 16, 2026 (Thursday), 14:00

Dedicated website opens

<JR East's Vision Through the 'Content Axis'>

4. First 'SUKITABI' Initiative

"Let's Travel by Train with Sakurazaka46." (Press release on July 15, 2026)

<Duration>

July 20, 2026 (Monday) – November 30, 2026 (Monday)

Phase 1: July 20 (Mon) – September 30 (Wed)

Phase 2: October 2 (Fri) – November 30 (Mon)

A campaign featuring 10 members of the female idol group Sakurazaka46, targeting the Niigata, Nagano, and Shonai areas. Activities include a stamp rally offering goods with special visuals of members wearing stationmaster uniforms, photo spots, original merchandise sales, distribution of limited audio content, and release of members' YouTube videos.

(Reference) Previous 'Content Axis' Initiatives

○ 'NiziU × JR East TRAIN Campaign' (Press release on March 3, 2026)

<Duration>

Phase 1: March 10, 2026 (Tue) – March 31 (Tue)

Phase 2: April 3 (Fri) – May 17, 2026 (Sun)

・A TRAIN campaign tied to NiziU Live with U 2026 “NEW EvoNUtion” Tokyo performances. Included a NiziU digital stamp rally, limited audio content available only on Shinkansen trains, and a shopping campaign offering a limited card face to customize Mobile Suica.

JR East plans to sequentially roll out collaboration initiatives with various content holders, including idols, artists, anime, and games.

※ 'SUKITABI' is currently under trademark registration application by JR East.

※ Images used in this press release are for illustrative purposes only.