The discharge mechanism concerning the width of the display electrodes in high‐Xe‐content gas mixtures to improve the luminous efficacy of PDPs has been researched. It was found that a luminous efficacy of 5 lm/W was realized for a high‐Xe‐content gas mixture and narrower display electrodes. For a high‐Xe‐content gas mixture, the luminous efficacy increases as the display electrode becomes narrower. This phenomenon was analyzed by observing the emission from a discharge cell. The observation data indicate that a high electron heating efficiency contributes to increased luminous efficacy along with narrow electrodes for a high‐Xe‐content gas mixture as well as high excitation efficiency.