Exploring the Potential of LED.ART with LED TOKYO,
A Rising Force in the Digital Signage Market
by Mr. Jun SATO, Director & General Manager of Product Business Div.
* Quoted from 2025 August issue of "Kanban Keiei," a Japanese sign and display magazine.
In February 2024, First System, a leading company in signage-oriented LED products, officially announced the introduction of LED.ART to the Japanese market. LED.ART is a digital art platform developed by Korea’s d’strict and CJ Group, and its showcased video works have been globally acclaimed for their dynamic, immersive quality that maximizes the expressive power of LED displays.
In June of the same year, LED TOKYO became an official Sales Partner for LED.ART. They are a top player in the Japanese LED display market with a cumulative installation area exceeding 10,000㎡ over the past decade. Starting in December, LED TOKYO began showcasing LED.ART content at its showroom.
This article features an exclusive interview with Mr. Jun Sato, Director and Head of the Product Division at LED TOKYO, exploring the reasons, intentions, and expectations behind the adoption of LED.ART.
LED.ART is a platform that connects people across the globe.
Q: Can you share how your digital signage business has evolved since the company’s founding in August 2015?
a: Although we entered the digital signage business 10 years ago, we started with very limited knowledge, and the first year or two were extremely difficult. We tried telemarketing ourselves and worked with outside sales agencies, but we struggled even to secure meetings.
Because LED displays are not something purchased frequently, many prospects would simply say, "We don’t need it right now," and end the conversation. Still, LED screens were already quite visible throughout cityscapes at that time, so we kept experimenting, believing it was just a matter of timing.
Eventually, we realized that cold calling was too inefficient, and shifted our strategy to targeting clients with a clear interest. We began building and accumulating web-based content and knowledge assets, creating a structure that would naturally drive inbound inquiries. This pivot paid off, and inquiries gradually increased. We began to sense a change in the tide—this became a turning point for us.
Mr. Sato highly recommends the LED.ART content “ENCHANTED GARDEN,” where a majestic whale floats above a decaying classical structure, while intricately animated vegetation fills the foreground with astonishing depth and detail.
Q: Today, LED TOKYO holds the No.1 market share in LED displays for fixed signage in Japan for three consecutive years. What do you think fueled such rapid growth?
A: Although we currently have a significant market share, we do not view our position as unshakable. On the contrary, we believe that being a benchmarked brand means we must continue pushing forward.
One of our key strengths has been pricing competitiveness. Whether for sales or rentals, over 90% of our clients ask, “Can this really be done at that price?” during the final stages of negotiation. We confidently respond, "Yes, it can." This is not about undercutting or volume-based discounting, but rather a carefully structured pricing model that ensures both profitability and fairness.
Another reason for our growth is our dual focus on both sales and rentals, which is quite rare. Few companies can manage both sides effectively due to logistical and operational challenges. We take pride in our ability to maintain this two-pronged approach, which we consider a distinct competitive edge.
Q: What made you decide to be the first in Japan to become an official Sales Partner for LED.ART in June 2024?
A: When I first saw LED.ART content, I was genuinely impressed by the high quality and “wow” factor. There were already many compelling artworks at that time, and the fact that the content library has grown from around 80 to over 460 pieces in just one year is remarkable.
Unlike LCD displays, LED displays often serve as a key element in spatial and interior design. In large-scale installations, LED.ART content has powerful visual impact and storytelling ability that fits perfectly.
Q: What’s your view on the compatibility between immersive content like LED.ART and digital signage?
A: In the past year, the word "immersive" has clearly emerged as a major trend. We’ve seen video evolve from 2D to 3D, from asynchronous to synchronized playback. The relationship between content creators and viewers has also matured significantly.
In that context, I see tremendous value in LED.ART’s content that delivers instant “wow,” while also curating work from creators around the world. The platform not only provides content for users, but also an engaging experience for viewers, ultimately serving as a tool that connects people worldwide.
As digital signage becomes more commonplace, flat, ordinary visuals no longer capture attention. That’s why we believe demand for immersive experiences will only grow in the coming years.
Q: You began displaying LED.ART content at your new showroom in Harajuku, Tokyo in December 2024. How has the visitors’ response been so far?
A: We receive 3–5 visitor groups per day, and most of them say, “The content is incredibly beautiful.” About half go on to ask more detailed questions like, “Who produces this content?”
We currently show LED.ART on three surfaces—walls and floor—and the larger the canvas, the more stunning the visuals become. Personally, I believe that if we can develop a structure that allows for smaller-scale rentals, in tandem with our rental business, adoption will increase even further.
For instance, imagine if LED.ART became a natural option for decorating office spaces, much like selecting a painting. LED displays can be customized to fit any orientation—vertical or horizontal—making them highly versatile, and LED.ART content can be adapted accordingly.
Q: What potential do you see in LED.ART going forward?
A: Going forward, I believe we must invest just as seriously in content and software as we do in hardware. More and more customers are asking for interactive elements and immersive visual experiences.
We aim to listen closely to these voices, and deliver a service that satisfies clients in both hardware and software. The first step in that journey is to showcase the powerful immersive appeal of LED.ART, which we believe will strengthen the software side of our business.
Exploring the Potential of LED.ART with LED TOKYO,
A Rising Force in the Digital Signage Market
by Mr. Jun SATO, Director & General Manager of Product Business Div.
* Quoted from 2025 August issue of "Kanban Keiei," a Japanese sign and display magazine.
In February 2024, First System, a leading company in signage-oriented LED products, officially announced the introduction of LED.ART to the Japanese market. LED.ART is a digital art platform developed by Korea’s d’strict and CJ Group, and its showcased video works have been globally acclaimed for their dynamic, immersive quality that maximizes the expressive power of LED displays.
In June of the same year, LED TOKYO became an official Sales Partner for LED.ART. They are a top player in the Japanese LED display market with a cumulative installation area exceeding 10,000㎡ over the past decade. Starting in December, LED TOKYO began showcasing LED.ART content at its showroom.
This article features an exclusive interview with Mr. Jun Sato, Director and Head of the Product Division at LED TOKYO, exploring the reasons, intentions, and expectations behind the adoption of LED.ART.
LED.ART is a platform that connects people across the globe.
Q: Can you share how your digital signage business has evolved since the company’s founding in August 2015?
a: Although we entered the digital signage business 10 years ago, we started with very limited knowledge, and the first year or two were extremely difficult. We tried telemarketing ourselves and worked with outside sales agencies, but we struggled even to secure meetings.
Because LED displays are not something purchased frequently, many prospects would simply say, "We don’t need it right now," and end the conversation. Still, LED screens were already quite visible throughout cityscapes at that time, so we kept experimenting, believing it was just a matter of timing.
Eventually, we realized that cold calling was too inefficient, and shifted our strategy to targeting clients with a clear interest. We began building and accumulating web-based content and knowledge assets, creating a structure that would naturally drive inbound inquiries. This pivot paid off, and inquiries gradually increased. We began to sense a change in the tide—this became a turning point for us.
Q: Today, LED TOKYO holds the No.1 market share in LED displays for fixed signage in Japan for three consecutive years. What do you think fueled such rapid growth?
A: Although we currently have a significant market share, we do not view our position as unshakable. On the contrary, we believe that being a benchmarked brand means we must continue pushing forward.
One of our key strengths has been pricing competitiveness. Whether for sales or rentals, over 90% of our clients ask, “Can this really be done at that price?” during the final stages of negotiation. We confidently respond, "Yes, it can." This is not about undercutting or volume-based discounting, but rather a carefully structured pricing model that ensures both profitability and fairness.
Another reason for our growth is our dual focus on both sales and rentals, which is quite rare. Few companies can manage both sides effectively due to logistical and operational challenges. We take pride in our ability to maintain this two-pronged approach, which we consider a distinct competitive edge.
Q: What made you decide to be the first in Japan to become an official Sales Partner for LED.ART in June 2024?
A: When I first saw LED.ART content, I was genuinely impressed by the high quality and “wow” factor. There were already many compelling artworks at that time, and the fact that the content library has grown from around 80 to over 460 pieces in just one year is remarkable.
Unlike LCD displays, LED displays often serve as a key element in spatial and interior design. In large-scale installations, LED.ART content has powerful visual impact and storytelling ability that fits perfectly.
Q: What’s your view on the compatibility between immersive content like LED.ART and digital signage?
A: In the past year, the word "immersive" has clearly emerged as a major trend. We’ve seen video evolve from 2D to 3D, from asynchronous to synchronized playback. The relationship between content creators and viewers has also matured significantly.
In that context, I see tremendous value in LED.ART’s content that delivers instant “wow,” while also curating work from creators around the world. The platform not only provides content for users, but also an engaging experience for viewers, ultimately serving as a tool that connects people worldwide.
As digital signage becomes more commonplace, flat, ordinary visuals no longer capture attention. That’s why we believe demand for immersive experiences will only grow in the coming years.
Q: You began displaying LED.ART content at your new showroom in Harajuku, Tokyo in December 2024. How has the visitors’ response been so far?
A: We receive 3–5 visitor groups per day, and most of them say, “The content is incredibly beautiful.” About half go on to ask more detailed questions like, “Who produces this content?”
We currently show LED.ART on three surfaces—walls and floor—and the larger the canvas, the more stunning the visuals become. Personally, I believe that if we can develop a structure that allows for smaller-scale rentals, in tandem with our rental business, adoption will increase even further.
For instance, imagine if LED.ART became a natural option for decorating office spaces, much like selecting a painting. LED displays can be customized to fit any orientation—vertical or horizontal—making them highly versatile, and LED.ART content can be adapted accordingly.
Q: What potential do you see in LED.ART going forward?
A: Going forward, I believe we must invest just as seriously in content and software as we do in hardware. More and more customers are asking for interactive elements and immersive visual experiences.
We aim to listen closely to these voices, and deliver a service that satisfies clients in both hardware and software. The first step in that journey is to showcase the powerful immersive appeal of LED.ART, which we believe will strengthen the software side of our business.