2024-04-09

Vintage Signage

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Signs of the Times: Vintage Signage Along Gumyoji Shotengai

Location: Gumyoji, Minami Ward, Yokohama, Japan
Timestamp: 17:35・2024/04/09

Fujifilm X100V with 5% diffusion filter
ISO 3200 for 1/30 sec. at ƒ/8.0
Classic Negative film simulation

As I continued strolling down the Gumyoji Shotengai shopping street during my photo shoot, I was captivated by the charm of a yakitori restaurant. Its exterior was designed to evoke the nostalgic ambiance of 1950s Japan, complete with a collection of vintage signs adorning one of its walls.

The first sign, situated in the upper-left corner, advertises Kanko Shirts, a company established in 1854. Originally specializing in the production and sale of cotton yarn, Kanko Shirts transitioned to mass-manufacturing school and work uniforms in 1923. By 1928, the company rebranded as Kanko and launched a nationwide PR campaign, prominently featuring billboards and signboards like the one captured in my photograph. Today, Kanko remains a leading manufacturer of Japanese school uniforms.

In the upper-right corner, the second sign showcases Kakui Cotton, tracing its origins back to 1881 as a cotton wholesaler. Rebranded as Kakui Co., Ltd. in 1971, the company has since diversified its offerings. Today, Kakui is renowned for producing consumer-use cotton puffs, pharmaceutical-grade gauze, and petrochemical absorbents.

Moving on to the third sign, located in the lower-left corner, we encounter White Ball Sauce. Originating in 1899, this sauce was first crafted by the Nomura Food Manufacturing Company, based in the Kanto region of Japan where Tokyo is situated. Inspired by Worcestershire sauce during a visit to the U.K., the company's founder returned to Japan and developed White Ball Sauce to complement the newly introduced Western foods gaining popularity during the Meiji Era (1868–1912). This innovative sauce quickly found its place in Japanese cuisine, catering to the evolving palate of the time.

The origins of the fourth sign (lower-right) trace back to Lion Mosquito Coils, a product manufactured by Lion Chemical Co., Ltd., established in 1885. Lion Chemical Co., Ltd. utilizes dried pyrethrum flowers, which naturally contain insecticidal properties. These flowers are processed into a fine powder and molded into hardened coils. When lit, the coils emit a pleasant incense-like fragrance (aromatic substances) that effectively repels mosquitoes. Over the years, Lion Chemical Co., Ltd. has expanded its product line to encompass a wide array of industrial and household chemical solutions.

With the increasing prevalence of modern electronic screens replacing traditional signboards, I worry that future generations may miss out on the nostalgic charm I've experienced from the signage of my parents’ and grandparents’ eras. The transition to digital displays not only changes the visual landscape and exacerbates light pollution in our cities but also prompts questions about preserving cultural heritage and the enduring significance of physical signage in an increasingly digital world. As technology advances, the once-familiar sights of printed or painted signs may become relics of the past, making current vintage signs even more precious and irreplaceable.

Glossary:
  • 白玉ソース・Shiratama Sōsu: White Ball Sauce. A brand of sauce  
  • 菅公シャツ・Kanko Shyatsu: Kanko Shirts—a brand of shirts  manufactured by a Japanese school uniform manufacturer.
  • カクイわた・kakui-wata: Kakei Cotton fabrics
  • ライオンかとりせんこう・Raion Katori Senko: Lion Mosquito Coils
References:
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