Japan: Hikifuda advertising poster depicting The Seven Lucky Gods or Shichifukujin exploring beneath the ocean. Late Meiji (1868-1912) period

Hikifuda are advertising handbills that became popular in late 19th to early 20th century Japan. Showing the increasing sophistication of Japanese commerce, the handbills were produced to advertise a company or promote a product, and sometimes they were even used as wrapping paper.

Whilehikifuda began to be produced as woodblock prints in the late 17th century, they witnessed a boom in the later 19th century when they were cheaply printed using colour lithography.

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Supplier: CPA Media Co. Ltd.

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