A lighting display device is disclosed in embodiments of the present invention. The lighting display device comprises: a surface light source type display lamp comprising a backlight source, a first transparent substrate and a second transparent substrate laminated in sequence in a direction away from the backlight source, a liquid crystal layer disposed between the first transparent substrate and the second transparent substrate, a polarizer disposed on a side of the first transparent substrate facing the backlight source, and pixel units disposed on one of the first transparent substrate and the second transparent substrate, the pixel units being arranged in a matrix and being configured to control rotation of liquid crystal molecules in the liquid crystal layer, and a display unit spaced from the surface light source type display lamp by a set distance, wherein the display unit has a polarization and reflection structure which is configured to cooperate with the polarizer, and is configured to reflect light emitted by the surface light source type display lamp to display.