Osaka, Japan’s second-largest city, is celebrated as the entertainment capital of the nation. Its iconic 3D signboards stand out as cultural landmarks, drawing tourists and showcasing the city’s vibrant character. Among them, Kinryu Ramen’s signboard is particularly famous. Featuring a bold dragon design—a symbol of prosperity in Japan—it has been a beloved fixture for over 30 years.

Protruding signboards had long been a commercial custom in the area, but Kinryu Ramen was ordered by the court to remove the dragon’s tail as it extended beyond the property boundary. However, Kinryu Ramen chose not to simply cut off the tail. Instead, they revitalized the dragon by breathing life into it, crafting a compelling story. Collaborating with a nearby business that also has a 3D sign, they transformed it into a humorous and engaging narrative that resonated with the public.

The campaign received extensive media attention, preserving and even enhancing the brand’s image.