East Japan Railway Company (JR East) has announced a tie-up campaign with VTuber group “Colorful Peach” titled “All Aboard! Karapichi Express,” running from September 26, 2026 (Sat) through January 31, 2027 (Sun). The campaign spans the Yokohama and Sendai areas, featuring a stamp rally, merchandise events, and a private Shinkansen tour among other initiatives.

Ekitag Stamp Rally Across 11 Stations in Yokohama and Sendai

The Ekitag-powered stamp rally covers six stations in the Yokohama area (Sakuragicho, Yokohama, Higashi-Kanagawa, Kikuna, Shin-Yokohama, and Machida) and five in the Sendai area (Sendai, Nagamachi, Honshiogama, Tagajo, and Miyaginohara) for a total of 11 stations. Collecting stamps earns participants original merchandise, and those who complete both areas will be entered into a lottery for a complete set of all 11 random card designs (20 winners). Participation requires JRE POINT membership registration.

Tohoku Shinkansen Rider Benefits and Private Shinkansen Tour

During the campaign period, presenting a Tohoku Shinkansen e-Ticket at designated stations will earn riders an original sticker on a first-come, first-served basis. An additional lottery will award B2-size tapestries to 20 winners.

On October 3 (Sat), a private Shinkansen tour departing Sendai and arriving in Tokyo will be held, limited to 98 passengers at ¥18,800 (tax included). The tour is organized and operated by JTB, with first-priority lottery registration open from August 6 through August 11.

Merchandise Events Featuring Station Staff Uniform Designs

Merchandise featuring all 11 members in station staff uniform designs will be sold at two venues. From September 26 to October 8, items will be available at Yokohama Station SOUTH COURT, followed by the “Colorful Peach OFFICIAL SHOP” on the 6th floor of Yokohama Vivre from October 9 through January 31, 2027. The lineup includes random cards, pin badges, acrylic stands, keychains, pass cases, tote bags, and more.

Outlook

This tie-up is part of JR East’s “Beyond the Border” strategy, which aims to generate travel through content-driven campaigns. By spanning both Yokohama and Sendai, the initiative offers fans real-world travel experiences while showcasing the appeal of each region. A roughly four-month campaign between a VTuber group and a railway company is substantial in scale, and the inclusion of a private Shinkansen tour adds a distinctive touch that Colorful Peach fans will not want to miss.

Source: PR TIMES