With the dramatic increase of demand from merchants for Uchiwa fan to distribute, Uchiwa fan was gradually used as an advertising medium by adding the name relating to the clients on the back side as well as the image of their products and various messages on the front side.
商家の配布用としての需要も急増し、裏面に名入れ、表面には商品や様々なメッセージが織り込まれ、広告媒体としての意義を備えていった。