~ A talk event featuring migrant women will also be held in advance ~
Ginza Niigata Information Center THE NIIGATA (Ginza, Chuo-ku, Tokyo) will hold the "Regarded Signs Exhibition in Ginza," an exhibition showcasing hundreds of so -called "regarded signs" said to exist in and around Nagaoka City, Niigata Prefecture, from Sunday, March 29, 2026, to Monday, April 6, 2026. This will be the first time the exhibition has been held outside Niigata Prefecture .
The "sign in question" is an advertising billboard for a local pet shop located around Nagaoka City. It is a familiar sight among local residents, and in recent years has been attracting attention on social media as a "mysterious local sign."
The biggest feature of these is that they are all hand-made. No two designs are the same, and new designs have been gradually changed over the past 20 years, with new ones still being produced. They have become so integrated into the cityscape that it is said that if you live in the Nagaoka area, "not a day goes by without seeing one."
This exhibition will display these signs, which could be considered "local symbols," in Ginza, Tokyo, marking the first time that visitors can experience the everyday scenery of Nagaoka in the heart of Tokyo's Ginza district.
Prior to the exhibition, a talk event will be held by "migrant women" who have moved to Nagaoka from other prefectures. They will talk about the background of local culture and the appeal of living in the area.
Through this exhibition, we hope to allow people to experience the unique character and warmth of the city of Nagaoka, and to encourage them to actually visit the city.
If you miss this opportunity, you may never see this event again in Tokyo, so please do come and cover the event.
What is that "sign"?
This is an advertising sign for Matsuda Pet, a pet shop located in Oshima, Nagaoka City, Niigata Prefecture. Production began about 40 years ago and continues to this day.
The signboards are only installed in Nagaoka City and its surrounding areas, which share the same area code. It is said that around 900 signs have been produced so far.
The biggest feature is that they are all hand-drawn. No two designs are the same, and the expressions of the dogs depicted are all human-like, simple, and adorable.
The sign was brought back into the spotlight when Niinazuna, who moved to Nagaoka from Tokyo, published a fanzine titled "That Sign." It spread through social media and attracted attention both within and outside the region.
These signs can now be seen all over Nagaoka, and continue to be quietly loved while blending into the everyday scenery of the area.
Overview of the "Infamous Signboard Exhibition in Ginza"
Dates: March 29th (Sun) – April 6th (Mon), 2026, 11:00-18:00
Venue: Ginza Niigata Information Center THE NIIGATA, 3rd floor event space Participation fee: Free Organizer: Ginza Niigata Information Center THE NIIGATA
Planning: Shin Inazuna Cooperation: Matsuda Pet Co., Ltd.
In addition to the "Infamous Sign Exhibition," we will also be exhibiting "100 Views of Nagaoka," a collection of 100 interesting things about Nagaoka compiled by Nanako Matsumoto, a fellow immigrant like Niinazuna!
Overview of the "Talk Event by Immigrant Women"
Date: Saturday, March 28, 2026
1st session: 13:00-14:00 / 2nd session: 15:00-16:00
Capacity: 25 people per session (advance registration required, first come first served)
Participation fee: 1,000 yen (includes a human-sized tile cracker, a bag of drip coffee, and an original postcard as souvenirs)
Content: The first and second sessions will have the same content.
① Talk about the appeal of "the famous signboard" Guest: Niinazuna The person who started the popularity talks about its appeal.
② Nagaoka Talk Guests: Niinazuna & Matsumoto Nanako Two women who have moved to Nagaoka, meeting for the first time today, talk about the funny and strange things about Nagaoka.
<Guest introduction>
New Inazuna
Moved from Tokyo to Nagaoka City in 2015.
While working as a company employee, he presides over the Matsuda Society, which brings together fans of the signs, and writes the doujinshi "Photograph Collection of the Signs in question," in order to raise awareness of the appeal of Matsuda pet signs among the general public.
Nanako Matsumoto (self-proclaimed "photo walk" photographer)
In 2021, we moved from Nara to Nagaoka due to my husband's transfer.
In an effort to learn more about Nagaoka, I went on photo walks and compiled the differences between Nagaoka and Nara and the interesting things I discovered, all in one book, "One Hundred Views of Nagaoka," at my own expense.
The longer you live in Nagaoka, the more interesting it becomes.
We would like to spread the word so that people who have left Nagaoka and those who are interested in Nagaoka can feel more attracted to the city.
<Flyer>
[NICO] Press release
<Past related articles>
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