Universal Design in Public Transport: Introducing Kaidan Memori in Tokyo Subway Ads

In February 2026, a new campaign will launch across the Tokyo subway network featuring Kaidan Memori ads. Developed by Niigata Seiki Co., Ltd., this innovation promises to enhance the usability of measurement tools for those struggling with traditional scales.

Campaign Overview

The ads will be displayed on the hand straps of four subway lines — Asakusa, Mita, Shinjuku, and Oedo — across a total of eight trains. The campaign is set to run for a year, from mid-February 2026 to mid-February 2027.

Asakusa Line Ad

Image depicting the Asakusa Line with Kaidan Memori advertisements.

The Need for Kaidan Memori

Kaidan Memori is a universal design series aimed at those who find traditional scales difficult to read, including children and visually impaired individuals. By arranging the scale lines in a stepped format and incorporating intuitive 2mm points that users can quickly identify, it addresses a common issue affecting a wide range of users. This innovative approach allows for quicker understanding of measurements without the added strain.

The product gained significant recognition when its Hooked Scale with Kaidan Memori won the prestigious Minister of Economy, Trade and Industry Award at the JAPAN DIY HOMECENTER SHOW 2025.

Reaching a Wider Audience

To ensure that more people become aware of the Kaidan Memori series and its benefits, the campaign is strategically placed within the Tokyo subway lines, which collectively have an average daily ridership of approximately 2.64 million passengers. This exposure within such a bustling public transport system aims to introduce the innovative design to those who have yet to encounter it.

Confronting Common Challenges

Despite the prevalence of scales in everyday life, many individuals experience frustration due to readability issues. The Kaidan Memori campaign directly addresses these challenges with messaging that resonates:
“Reading is hard.”
“I can’t see well anymore.”
With ads placed conveniently where users will naturally glance while holding onto the subway handles, the goal is to create connections and make the act of reading measurements a stress-free experience for all.

Learn More About Kaidan Memori

Details about the features and available products within the Kaidan Memori series can be found on Niigata Seiki's dedicated page. The site provides extensive information on the innovations that are changing how we interact with visibility and usability in measurement.

About Niigata Seiki Co., Ltd.

Founded in 1960, Niigata Seiki Co., Ltd. specializes in precision measurement tools and calibration, leveraging decades of expertise to excel in various sectors. Their commitment to improving measurement technology continues to impact daily life positively.

Location: 1-22-17 Hayashi-cho, Sanjo City, Niigata Prefecture
CEO: Toshiyuki Igarashi
Website: www.niigataseiki.co.jp

Closing Notes

Please note that specific train compositions and scheduling information are not publicly available, and inquiries regarding these should be avoided with railway companies and station personnel.