Transaction Media Networks Inc. (headquartered in Chuo-ku, Tokyo; CEO: Atsushi Okada; hereinafter "TMN"), a provider of electronic payment services, has filed a patent for a new technology that enables instant display of promotional information from manufacturers and others on electronic shelf labels installed in retail stores. This technology allows manufacturers to instantly display promotional content such as discount offers and coupons sponsored by the manufacturer, based on situations like "approaching expiration dates" or "excess inventory," all within the rules defined by the retailer. By maintaining retailers' control and management while reducing their operational burden, this innovation enables agile, manufacturer-led promotions, contributing to reducing food waste and expanding sales opportunities. ■ Background: Preventing Food Waste Through Timely Promotions Labor shortages in the retail industry have accelerated the adoption and use of electronic shelf labels as retail media. However, manufacturers have faced challenges in promptly and flexibly displaying promotional content such as price discounts or coupons when products near expiration or when surplus inventory exists, as they must go through the retailer's systems and operations. This new technology addresses these challenges by enabling manufacturers to drive timely demand while maintaining control by the retailer. ■ Features and Mechanism of the New Technology 1. Displaying manufacturer promotions on electronic shelf labels based on retailer-defined rules Within pre-set rules established by the retailer, promotions such as "special manufacturer-sponsored discounts" or "manufacturer-funded coupons available" can be instantly displayed. The system automatically verifies whether changes fall within permitted ranges, preventing inappropriate display updates. 2. Dynamic promotions based on real-time conditions Promotional displays can be tailored not only to inventory levels and expiration dates but al