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As the costs of operating its municipal sewer system rise, a city in Saitama Prefecture is hoping to cash in on the growing popularity of manhole cover designs with a plan to use the creative lids as an advertising medium.

The Tokorozawa Municipal Government will start accepting applications from companies and small businesses Thursday, and the first cover with an advertisement is expected to debut in October, as the city looks to tap into the new revenue source. According to the city, the project is the first of its kind for a municipality in Japan.

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