The famous "Dotonbori Glico Sign" in Osaka, Japan, is undergoing a transformation for the first time in 12 and a half years.

According to the Sankei Shimbun on the 14th, Japanese confectionery maker Ezaki Glico announced that it will replace the Dotonbori landmark—the "Dotonbori Glico Sign"—with the 7th-generation sign in the spring of 2027. This marks approximately 12 and a half years since the 6th-generation sign was installed in October 2014.

Also known affectionately as the "Banzai Man" or "Glico-san," the outdoor advertising sign depicts a marathon runner crossing a finish line with both arms raised in victory. It was first erected in March 1935.

The 2nd-generation sign, built in 1955 during the post-war reconstruction period, featured puppet shows and concerts on a special stage. The 3rd-generation sign in 1963 made headlines with a fountain performance that sprayed 12 tons of water.

Starting with the 4th-generation sign in 1972, an athletic running track was incorporated into the background, and the 5th-generation sign in 1998 featured illustrations of Osaka Castle and the Osaka Aquarium Kaiyukan, earning it a designation as an Osaka City Landscape Formation Asset. The 6th-generation sign introduced in 2014 converted the entire display to LEDs for the first time.

The current sign will be turned off at midnight on December 1st to begin construction. During the construction period, the sign's location will be covered with a specially designed curtain. While the design for the 7th-generation sign has already been finalized, the company has decided to keep it under wraps until it is lit next spring.

While the size of the sign and the iconic mark of the running figure with both arms raised will remain unchanged, the latest LED technology will be applied to enhance expression and energy efficiency.

The iconic logo has traditionally been referred to as the "Goal Mark," but Ezaki Glico has decided to rename the symbol the "Glico Runner."

This change reflects a strategic intent to utilize the sign not merely as a tourist attraction, but as a vehicle for promoting the corporate brand. Although the sign enjoys high recognition, a lingering challenge has been that this awareness does not always translate into understanding the company's business activities or core message.

The new name embodies the meaning that the company's corporate purpose and journey have no end.

Through the new sign, the company plans to expand the brand's international recognition.

"The sign plays an important role in expanding our overseas business," said Yoriko Miki, head of Ezaki Glico's Corporate Branding Group, noting that they plan to completely revamp their promotional strategy.

[ⓒ Global Economic Times. 무단전재-재배포 금지]