To effectively use a space part above a display shelf in order to increase a display amount by eliminating a problem in which commodities are displayed only within arm's reach and the amount of display of the commodities and the area of a display base are limited in the conventional display shelf of a convenience store, etc.

A rotary elevating/lowering display device hung from a ceiling comprises: a tire axle roller chain which is obtained by connecting a link plate, a tire, and an axle; and a motor for rotationally driving a main wheel sprocket to be engaged with the axle. The commodities, which are displayed on placement tools arranged at one end of the elevated/lowered axle, are easily positioned by the movement of the tire axle roller chain on a guide rail.