We demonstrate the optical characteristics of YVO4:Eu3+ phosphor in close proximity to Ag nanofilm to create a highly efficient emitting layer in mirror-type self-emissive displays. The propagating surface plasmon mode induced between the dielectric layer (MgO) and the Ag nanofilm activates the electric dipole transition of Eu3+ ions. The transmittance of a 100 nm-thick Ag nanofilm is zero in the visible wavelength range, making this nanofilm a good reflector in the visible wavelength range and capable of fulfilling a mirror function. The emission of an YVO4:Eu3+ phosphor layer with a 100 nm-thick Ag nanofilm was enhanced to the point that it was eight times higher than that of a reference sample without Ag nanofilm. Therefore, the present work shows potential for application to mirror-type displays with high luminous efficacy.