The award ceremony of the 10th Visual and Auditory Illusion Contest was held in the 37th annual meeting of the Japanese Psychonomic Society, Senshu University Ikuta Campus, Kawasaki, Kanagawa, Japan. The first prize was awarded to “Helix Rotation: A New Twist on Pulfrich and Hess” produced by Arthur Shapiro, American University, Washington, D.C., USA. This illusion work was to demonstrate the Pulfrich effect beautifully. The other prize-winning illusion works were also wonderful. This article discusses the current state and prospect of this contest.