Many cities around the world have name signs that serve as both identifiers and tourist attractions. From Hollywood to Amsterdam, and Toronto to Budapest, these signs end up becoming iconic landmarks in and of themselves. Niigata City also has a city sign which is a popular Instagram spot - the What's Niigata sign.
The sign has taken up residence in different spots across the city, including by the Shinano River near the famous Bandai Bridge. The two letter I's in the What's Niigata sign are hollowed out, meaning that you can step inside them for a fun photo opportunity - they're adorned with hearts on the top, so it's extra adorable for the romantics out there. As of March 2020, the sign was moved to the Bandaijima Multipurpose Plaza, further down the banks of the Shinano River.
During the winter illumination season, the What's Niigata sign often gets decorated with lights which are turned on after dark.