The 3D Cat at Shinjuku East Exit

Located above the East Exit plaza of Shinjuku Station, one of the busiest train stations in the world, the giant 3D calico cat peers down at passersby in a dynamic video display. Since its debut in July 2021, the lifelike, seemingly popping-out 3D cat has captured widespread attention and has been featured in both domestic and international media.

The original calico cat was designed using intricate visual calculations that play on human optical illusions. It appears during breaks between advertisements, and to make sure you don’t miss it, a dedicated “Cat Channel” plays the 3D cat video every 15 minutes—on the hour and at 15, 30, and 45 minutes past. The cat’s movements, including its ear and tail motions that reflect its mood, and its love of high, narrow spaces, are impressively realistic and full of personality. Affectionately nicknamed “Neko-sama” (Lord Cat), the character is so popular that official merchandise like tote bags, T-shirts, and mugs are available.

This unique form of advertising has won numerous awards, including the Bronze in MEDIA LOTUS at the ADFEST 2022 (Asia Pacific Advertising Festival) and the 2022 ADC Award for Art Direction in Japan.