1. Starting Friday, the signage within JR Ikebukuro Station will change from "Ikebukuro Station" to "Ikebukuro Station (Bic Camera-mae)", due to the proximity of one of Japan's largest electronics retailers, Bic Camera, in the area.
2. Many people are confused by this change as Bic Camera is not a well-known landmark and adding "Bic Camera-mae" to the station name will not help with navigation.
3. This move has sparked debate over corporate sponsorship on public railroad network signs, with some criticizing JR East for trying to generate more revenue from such deals.