To display articles so as to look better and promote sales.

In a show case, the articles G are displayed on article display shelves 17 in a case main body 10 and light is radiated on the articles G on the article display shelves 17 by a lighting means 20 provided at the case main body 10. In an upper part of the case main body 10, the lighting means 20 consists of a light source 22 for lighting provided at a part being rather forward of the front end of the article display shelves 17 and a reflection panel 23 for collecting light from the light source 22 for lighting to the article display shelves 17 so that the illumination of a front face g1 of the articles G displayed on the front row of the article display shelves 17 is higher than that of an upper face g2.