Original Japanese advertising handbill (Hikifuda) from the late 19th to early 20th century (Meiji–Taishō period) promoting a laundry cleaning product.
The advertisement features the brand Phoenix (鳳) and the shop name Bikaen (美香園). The product is labeled “Gyokushi-ko” (玉子粉), translated here as “Jade Powder,” a powdered cleaning agent used for washing clothing.
The bold graphic design centers on the phoenix emblem, a traditional symbol associated with quality, renewal, and good fortune. Such imagery was frequently used in early Japanese commercial advertising to establish memorable brand identities.
Hikifuda prints like this were commonly distributed by merchants and shops as promotional material during the rapid modernization of Japan in the Meiji and Taishō periods. They represent an important stage in the development of Japanese commercial art, advertising, and graphic design.
Translation of Text
鳳 (Ō / Phoenix)
Brand symbol and main emblem of the product.
玉子粉 (Gyokushi-ko / Jade Powder)
Powdered laundry cleaning product.
美香園 (Bikaen Shop)
Name of the merchant or distributor.
Advertising Claim:
“Washes thoroughly, requires no extra effort, and leaves no unevenness.”
