With the dramatic increase of demand from merchants for Uchiwa fan to distribute, Uchiwa fan gradually became one of the significant advertising mediums by adding the name relating to the clients on the back side as well as image of their products and various messages on the front side, which was abetted by its low cost.
商家や寺社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、その実用面に広告媒体としての意義が備わり、廉価性からマス・メディア媒体としての地位を築いた。