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Neon Tokyo

One of the world's "neon capitals" is without a doubt Tokyo. The very first neon sign in Japan was set up in 1926 by Tokyo Pan Bakery in Shinjuku district to advertise their business. During and after World War II, neon signs gradually became a popular form of advertising in the country and at the very end of 1957, the Totsuko company erected a huge neon billboard modeled after New York City's famous billboards in Sukiyabashi, which is located in Tokyo's Ginza shopping district. The switching-on of the lights on this billboard was a nationally-televised event, and when the lights came on, the new name of Totsuko was revealed to the world: Sony.

After this sign became an instant Tokyo landmark, more and more businesses in the city saw the value of having their own neon signs. Throughout the 1960s, Tokyo's shopping districts were plastered with neon signs ranging from giant billboards to tiny window signs, trying to outdo all the other nearby businesses and make their brand a popular one. Over the past few decades, entire streets blanketed in neon lights have become a trademark image in Tokyo. Also, other cities in Japan have followed suit and erected neon signs over their own businesses and shopping districts.

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