In a surprising turn of events, the high heat and sunlight have turned the sign of a modest Japanese apparel business from a pleasant and welcoming billboard into a terrifying sight. Curious observers from all around Japan are drawn to the Hangai store in Nagahama City, Shiga Prefecture, which has unintentionally become a horror attraction.
For ten years, Hangai’s sign displayed an adorable baby with a cheerful expression and a speech bubble that read, “We have lots of good, cheap things.” However, last year, following a scorching summer, the sign’s appearance began to change. The once-cute baby’s eyes and mouth darkened, turning pitch black, as the heat charred the dark colors on the sign, creating a creepy and unsettling image.
This year, the heatwave intensified, and the sign’s deterioration continued. The baby’s face now appears entirely burnt, with its features becoming more distorted and eerie, as if emerging from the flames. The transformation has given the sign an unintentional horror vibe, turning what was meant to be a friendly advertisement into a spooky spectacle.
Masanao Itaya, the store owner, initially planned to replace the sign when he noticed the damage last August. But just as he was about to act, he realized that the eerie sign was drawing significant attention. Visitors from around Japan flocked to Hangai, eager to snap photos of the “possessed baby” sign. Realizing its newfound popularity, Itaya decided to leave it up, transforming the unintentional horror into a unique marketing advantage.
The story took another turn last month when yet another record-breaking heatwave caused the sign to deteriorate further. Now, with larger dark patches spreading across the baby’s face, the image has become even more haunting. It remains to be seen whether Itaya will finally replace the sign or continue to embrace its viral fame and the attention it brings to his store.