The design concept for the "GENBI SHINKANSEN," a new Shinkansen train set to begin operating in spring 2016 on the Joetsu Shinkansen line, primarily in the Niigata area (between Echigo-Yuzawa and Niigata), has been announced. The exterior design was created by photographer Mika Ninagawa. The entire Shinkansen car serves as a canvas, showcasing the Nagaoka fireworks illuminating the summer night sky. Each six-car train features a contemporary artwork created specifically for the "GENBI SHINKANSEN" by a renowned artist. Car 11 is designed by Hisashi Matsumoto, Car 12 by Yusuke Komuta, Car 13 by Kentaro Kobuke, Car 14 by Naoki Ishikawa, Car 15 by Haruka Kojin, and Car 16 by Brian Alfred. A cafe will also be located in one of the mid-cars, offering sweets made with Uonuma Koshihikari rice flour and Sado butter, as well as specialty coffee. The sweets were supervised by Igarashi Shiromi of the Confectionery Research Department, and the coffee was supervised by Tanaka Tatsuyuki of Tsubame Coffee.

In addition, a dedicated website that gives a feel for the world of the "Genbi Shinkansen" was launched on October 6th. Various information will be posted on this website in the run-up to the start of operations in spring 2016.