#Japan #Tokyo #Nagaoka #Famous Signboard #Matsuda Pet

A Unique Display of Local Charm: 'Famous Signboard' Exhibition in Ginza

From March 29 to April 6, 2026, Tokyo's Ginza will host the inaugural exhibition dedicated to the well-known 'Famous Signboard', a unique collection of hand-crafted advertisements that have become a local phenomenon in Nagaoka, Niigata. This exhibition, held at the Niigata Information Center, marks the first time this iconic display has appeared outside its hometown.

The 'Famous Signboard' refers to a series of distinctive adverts created by Matsuda Pet, a pet shop located in Nagaoka City. Over the past 40 years, these signboards have been hand-painted, showcasing one-of-a-kind designs that capture the charm and personality of various pets. With around 900 pieces created, each board features a distinct, human-like expression on the animals depicted, making them not just advertisements but artworks that resonate with local residents. These signs have become integral to Nagaoka's landscape, with locals claiming it’s hard to find a day without encountering one.

This upcoming exhibition promises to bring a slice of Nagaoka to the bustling streets of Ginza. Visitors can expect to immerse themselves in the everyday life of Nagaoka, experiencing the local culture through these beloved signs. The event will feature a talk session hosted by two women who have recently relocated to Nagaoka, shedding light on the cultural significance of these signboards and the allure of life in Nagaoka.

This initiative aims to resonate with those who may not yet know Nagaoka, generating interest and encouraging visits to the area for an authentic local experience. It's a rare opportunity; missing this exhibition could mean waiting a long time for another chance to appreciate these local treasures in Tokyo.

About the 'Famous Signboard'

The creation of the 'Famous Signboard' began approximately 40 years ago and has continued ever since. These signs primarily appear in Nagaoka and its surrounding areas, serving as a significant part of the local culture. The fact that all of these advertisements are hand-drawn sets them apart, emphasizing unique artistry. The local community has embraced them as a representation of their daily lives, and their popularity skyrocketed after several social media posts and a self-published photo collection about them gained traction.

In conjunction with the exhibition, a special event focusing on Nagaoka's intriguing aspects will also take place. The exhibition will feature an additional display titled '100 Interesting Things About Nagaoka', curated by another resident, Nana Matsumoto, who has captured the quirks and wonders of her new town.

Details of the Exhibition

• - Dates: March 29, 2026 - April 6, 2026, from 11:00 AM to 6:00 PM
• - Venue: Niigata Information Center, 3rd Floor Event Space, Ginza
• - Admission: Free
• - Organizer: Niigata Information Center
• - Curator: Zuna Niina
• - Collaborator: Matsuda Pet Co., Ltd.

Talk Event by Relocation Enthusiasts

A discussion event titled 'Talk by Immigrant Women' is also scheduled for March 28, 2026.

• - Sessions:

- First round: 1:00 PM - 2:00 PM
- Second round: 3:00 PM - 4:00 PM

• - Capacity: 25 participants per session (pre-registration required)
• - Admission Fee: 1,000 yen (includes a souvenir of a traditional snack, a coffee bag, and an original postcard)

During the events, guests will dive into the life and charm surrounding the 'Famous Signboard' with discussions hosted by Zuna Niina, a vocal advocate for local culture, alongside Nana Matsumoto.

Guest Introductions

Zuna Niina

Having moved to Nagaoka from Tokyo in 2015, Zuna co-founded the 'Matsuda Society' to celebrate the art of the hand-painted signboards and has also penned a photo collection detailing their charm.

Nana Matsumoto

An enthusiastic photographer, Nana moved to Nagaoka from Nara in 2021 and works on documenting the fascinating differences she finds in her new environment. Her book '100 Scenes of Nagaoka' reflects her adventures and discoveries.

With this exhibition, we invite everyone, especially those curious about local cultures, to come and explore the joyous uniqueness that Nagaoka offers. Don't miss this chance to experience a hidden gem of Japan's local art in the vibrant heart of Tokyo.