Replacing traditional paper adverts! Tokyo Station launches trial of E Ink full-color e-paper display

E-paper giant E Ink has partnered with an advertising agency owned by Japan’s JR Central Group to launch a pilot project featuring full-colour e-paper displays at Tokyo Station, a major railway hub in Japan.

This project is being carried out in collaboration between E Ink and JR Tokai Agency (JR Tokai Agency Co., Ltd., abbreviated as JTA), with the trial period running from today until March 2027. The project has selected certain areas of Tokyo Station to replace existing paper advertising boards with full-colour e-paper displays featuring E Ink Spectra 6 technology; system integration and turnkey solutions are provided by AUO Display Plus and Sharp respectively. The project will further assess how full-colour e-paper displays can support the digital transformation of transport advertising media, whilst enhancing the operational efficiency of advertising within Japan’s busy railway system.

The specific installation locations for the full-colour e-paper displays are as follows: at the Yaesu South Exit, AUO Display Plus’s 31.5-inch AecoPost and Sharp’s A2-sized ePoster have been installed; at the Nihonbashi Exit, AUO Display Plus’s 31.5-inch AecoPost has been installed.

Historical data indicates that the aforementioned areas see approximately 100,000 pedestrian visits per day, making them high-traffic, high-visibility benchmark locations that are well-suited for validating the effectiveness of commercial full-colour e-paper displays in transport advertising contexts. Should this project achieve its expected objectives, JTA plans to expedite its assessment and consider deploying e-paper displays across stations operated by JR Tokai.

“This pilot project once again demonstrates that e-paper can help transport advertising move towards a more sustainable path,” said Hong Jimao, General Manager of E Ink Corporation. “We will continue to work closely with our system integration partners to promote e-paper advertising displays as a more competitive advertising media solution for the transport sector.”

Against the backdrop of worsening labour shortages and the ongoing digitalisation of advertising media, railway operators and their advertising agencies are actively seeking digital alternatives to traditional paper posters. E-paper displays support remote content updates and consume power only when the screen is refreshed. They can significantly reduce the labour hours and maintenance costs associated with replacing paper advertisements, whilst offering the convenience of digital management and minimising the resource wastage and environmental impact caused by traditional paper advertising.

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