"Heading to Osaka at year-end, and just my luck..." Dotonbori landmark to go dark in December, get a makeover next spring

To Be Removed After Its Final Day on November 30
Seventh-Generation Sign to Be Unveiled in Spring 2027

The iconic Glico sign in Osaka, Japan, will be replaced for the first time in 12 and a half years. Famous for its image of a runner crossing the finish line with both arms raised, the sign is a landmark representing Osaka.

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According to the Sankei Shimbun on October 14, Japanese confectionery maker Ezaki Glico said it would replace the "Dotonbori Glico Sign," a landmark in Osaka's Dotonbori district, with its seventh-generation sign in spring 2027. The current sign is the sixth-generation version, installed in October 2014. It is scheduled to stop operating on November 30 and undergo replacement work.

Also known by the nicknames "Victory Man" and "Mr. Glico," the outdoor billboard was first installed in March 1935. Since then, its design and lighting technology have been updated to suit the times, and it has become a symbol of Dotonbori.

The second-generation sign, installed in 1955 during the postwar reconstruction period, featured puppet shows and concerts on a special stage. The third-generation sign, erected in 1963, drew attention with a fountain that sprayed 12 tons of water. An athletics track was added to the background of the fourth-generation sign in 1972. Osaka Castle and Kaiyukan Aquarium appeared in the background of the fifth-generation sign in 1998. The sixth-generation sign, installed in 2014, was the first to use LEDs across the entire sign.

The current sign will be switched off at midnight on December 1 and replacement work will begin. During construction, a screen featuring a separate design will cover the sign's location. The design for the seventh-generation sign has already been finalized, but the company will not reveal details until it is unveiled next spring.

The new sign will retain the size of the existing one and the image of the runner raising both arms. It will, however, incorporate the latest LED technology to improve visual expression and energy efficiency.

Ezaki Glico will also change the symbolism of the runner depicted on the sign. The figure, which has been called the "Goal-in Mark," will be renamed the "Glico Runner."

The move appears to be part of a strategy to use the sign not merely as a tourist attraction but also as a way to promote the company's brand. Although the sign is widely recognized, the company has long faced the challenge of turning that recognition into interest in its business and brand message. "The sign plays an important role as we expand our overseas business," said Yoriko Miki, head of Ezaki Glico's Corporate Branding Group, adding that the company would comprehensively revamp its promotional approach.

This content was produced with the assistance of AI translation services.