November 2, 2026
KANAZAWA/WAJIMA – Ishikawa Prefecture’s Noto region is part of an ongoing agreement with Pokémon aiming to promote tourism in the area struck by the 2024 earthquake. The initiative has proven to be a success, with one facility seeing their visitor numbers rise by 20 times.
The prefectural government hopes to capitalize on the Pokémon effect to further boost tourist numbers, which have already recovered to 60% of pre-earthquake levels. However, the collaboration has a limited duration period and is set to end in August 2027. Now, the region faces the challenge of moving beyond its reliance on Pokémon and continuing to attract visitors long term.
“There are so many Pokémon here!” said a visitor to a footbath in the Wakura Onsen hot spring resort in Nanao, said to have a history of 1,200 years.
“They are so cute!” another visitor said.
Seven Pokémon figures surround the footbath run by the city government, which is often bustling with families. The walls are adorned with colorful illustrations of characters from the popular anime and video game series.
The facility offers a panoramic view of Nanao Bay. It suffered damage to its plumbing and other structures during the massive earthquake that occurred on Jan. 1, 2024, and registered an upper 6 on the Japanese seismic intensity scale of 7 in the city. While forced to suspend operations, the Pokémon with You Foundation, which works to support disaster-stricken areas, covered part of the renovation costs. The facility reopened in May as Wakura Pokémon Footbath.
Now, an average of 10,000 people visit each month — about 20 times the pre-renovation figure.
“I could see how Pokémon is helping the local community. I want to come back to Noto again,” said a 10-year-old girl visiting with her family from Chiba Prefecture.
In July 2024, the Ishikawa prefectural government and the foundation signed a comprehensive partnership agreement at the foundation’s initiative. The prefecture has since utilized Pokémon to support the recovery of disaster-stricken areas. Spots where visitors can take photos with Pokémon have been set up at tourist destinations such as roadside rest areas and the Shiroyone Senmaida rice terraces in Wajima. The prefecture also operates bus tours and stamp rallies that bring visitors to these locations.
In July, Noto Airport was renamed Noto Satoyama Pokémon with You Airport. A giant Pikachu balloon floats in the atrium. Since the renaming, average daily passenger traffic has nearly quadrupled year over year to about 3,220.
“We think this initiative will help bring back the vibrancy of the region,” said foundation official Kenichi Arai.
Efforts across Japan
Other municipalities across Japan are using famous characters to attract visitors. The city of Sakaiminato, Tottori Prefecture, the hometown of manga artist Shigeru Mizuki, attracts tourists with statues of yokai monsters from his “GeGeGe no Kitaro” manga series lining a main street leading to the train station.
In Kami, Kochi Prefecture, the birthplace of “Anpanman” creator Takashi Yanase, many families visit the Yanase Takashi Memorial Hall and Anpanman Museum, which displays original artwork of the manga and anime series and other exhibits.
However, unlike other municipalities, the comprehensive partnership agreement between Ishikawa Prefecture and the Pokémon with You Foundation is limited until August 2027. The airport’s new name is valid for only three years, until September 2029. In 2025, the Noto region received 3.72 million tourists, representing a recovery to 60% of pre-earthquake levels. Currently, the prefecture and the foundation are discussing how to handle the Pokémon photo spots after the agreement expires.
“We would like to put more effort into welcoming tourists and making their visits enjoyable without relying on Pokémon,” said the secretary general of the Wajima tourism association.
“Pokémon is extremely effective as a catalyst for drawing people to the Noto region,” said Prof. Takayoshi Yamamura of the Center for Advanced Tourism Studies at Hokkaido University, an expert on what has been coined as “contents tourism,” or using movies and anime to drive tourism. “However, what is important is how many of them will become repeat visitors. It will be necessary to create opportunities for visitors to engage with local people and culture and to learn about recovery efforts.”
AloJapan.com