The Ginza, Niigata Information Center THE NIIGATA is hosting "Rei no Kanban Exhibition in Ginza" (例の看板展 in 銀座), a showcase of distinctive hand-drawn advertising signs from Nagaoka, Niigata Prefecture. Running from March 29 (Sunday) to April 6 (Monday), 2026, this marks the first time the exhibition has been held outside of Niigata Prefecture.
What Are "Rei no Kanban"?
"Rei no Kanban" (literally "Those Signs") refers to the advertising signs made by Matsuda Pet, a local pet shop based in Oshima, Nagaoka City. The creation of these signs started approximately 40 years ago and continues to this day.
The signs are found exclusively in the Nagaoka area and surrounding regions sharing the same area code. Around 900 signs have been produced over the years—and every single one is hand-drawn. No two signs share the same design, and the dogs depicted on them have remarkably human-like expressions that are both charming and endearing.
These signs became a wider cultural topic when Zuna Niine, who relocated from Tokyo to Nagaoka, published a doujinshi (self-published book) titled "Rei no Kanban." The book spread widely on social media, bringing the signs to the attention of people both inside and outside the region. Today, they are a beloved part of the Nagaoka cityscape — said to be virtually impossible to go a single day without spotting one.
Exhibition Overview
The exhibition brings these symbols of local culture to the heart of Tokyo's Ginza, giving visitors a glimpse of everyday life in Nagaoka. Alongside the main "Rei no Kanban Exhibition," works from "Nagaoka Hyakkei" (100 Scenes of Nagaoka)—a book compiled by Nanako Matsumoto, another transplant to Nagaoka—will also be on display.
Dates: March 29 (Sun) – April 6 (Mon), 2026, 11:00 AM – 6:00 PM
Venue: Ginza, Niigata Information Center THE NIIGATA, 3rd Floor Event Space (Chuo-ku, Tokyo)
Admission: Free
Organizer: Ginza, Niigata Information Center THE NIIGATA
Planner: Zuna Niine
Cooperation: Matsuda Pet Co., Ltd.
Talk Event by Women Who Moved to Nagaoka
Prior to the exhibition, a talk event featuring women who relocated to Nagaoka from other prefectures will take place on March 28 (Saturday).
Date: March 28 (Sat), 2026
- Session 1: 1:00 PM – 2:00 PM
- Session 2: 3:00 PM – 4:00 PM
Capacity: 25 participants per session (advance registration required, first-come, first-served)
Fee: ¥1,000 (includes a human-sized roof tile senbei cracker, a bag of drip coffee, and an original postcard as souvenirs)
Both sessions cover the same content:
- Talk on the appeal of "Rei no Kanban" — Guest: Zuna Niine
- "Nagaoka quirks" talk — Guests: Zuna Niine & Nanako Matsumoto
Guest Profiles
Zuna Niine
Niine relocated from Tokyo to Nagaoka City in 2015. While working a regular job, she runs "Matsuda Gakkai," a fan community dedicated to the Matsuda Pet signs, and authored the doujinshi "Rei no Kanban Photo Graphic Collection."
Nanako Matsumoto (self-styled "Osha-ampo" photographer)
Matsumoto moved from Nara to Nagaoka in 2021 following her husband's job transfer. While exploring the city on photo walks, she discovered countless differences and interesting quirks compared to Nara, which she compiled into a self-published book called "Nagaoka Hyakkei."
