Pokémon Powers Noto Recovery
Noto Airport Renamed Pokémon With You to Boost Post-Quake Tourism and Regional Recovery
Key Points
Noto Satoyama Airport is the world's first airport to include 'Pokemon' in its name.
A life-size Pikachu mascot dressed as a pilot attended the ribbon-cutting ceremony.
Inside the terminal, a giant Pikachu riding an airplane-shaped balloon floats in the atrium, with walls decorated with illustrations of 111 flying-type Pokemon characters.
The nickname was proposed by the Pokémon With You Foundation, which led the branding effort.
Long lines formed at the airport entrance as visitors queued to view the renovations and purchase commemorative merchandise, with the event taking place in Wajima, Ishikawa Prefecture.
Japan has opened the world's first Pokémon-branded airport. On July 7, Ishikawa Prefecture's Noto Satoyama Airport was renamed the Noto Satoyama Pokémon With You Airport in a ribbon-cutting ceremony attended by a life-size Pikachu dressed as a pilot. France 24 reported the rebranding is designed to draw global visitors to a region still struggling to recover from a deadly 2024 earthquake.
The airport's new nickname will last three years, running through 2029. Inside the terminal, 111 Flying-type Pokémon decorate the walls, and a giant Pikachu riding an airplane-shaped balloon floats in the atrium. Long lines formed at the entrance as visitors queued to see the renovations and buy exclusive merchandise, according to Essential Japan.
A 7.5-Magnitude Quake Left Tourism in Ruins
On January 1, 2024, a 7.5-magnitude earthquake struck the Noto Peninsula, killing over 700 people and devastating local communities. France 24 noted that overnight stays in the region now sit at just over 30% of pre-quake levels. That means roughly two out of every three tourists who once visited have not returned.
The disaster left tourism-dependent towns like Wajima — where the airport is located — fighting to survive. Heavy rains later in 2024 added to the damage. Local officials needed a bold plan to put the Noto Peninsula back on the map, and they found one in Pokémon.
Pokémon With You Foundation Drives the Rebrand
The initiative was led by the Pokémon With You Foundation, a charity built from the social-contribution work of employees at The Pokémon Company. The foundation proposed the airport nickname and coordinated the interior transformation. 24 News HD reported that Ishikawa Governor Yukiyoshi Yamano praised the effort as a way to attract visitors from around the world.
The terminal makeover includes 111 Flying-type Pokémon illustrations spread across its walls. Exclusive food and merchandise are available only at this airport. QazInform noted it is the first time anywhere in the world that an airport has included
Pokémon Manhole Covers and Footbaths Join the Push
The airport rebranding is just one piece of a larger recovery strategy. The Noto Peninsula has also added Pokémon-themed manhole covers and footbath facilities to attract curious visitors. Essential Japan described the broader effort as a regional revitalization project designed to bring energy and foot traffic back to disaster-hit communities.
Officials hope the combination of a famous brand, unique attractions, and media attention will create a ripple effect. When tourists come for Pikachu, the thinking goes, they also spend money at local restaurants, hotels, and shops — helping rebuild the economy from the ground up.
World's First Pokémon Airport Puts Noto on the Global Map
No airport anywhere in the world had previously carried the Pokémon name. That distinction now belongs to a small regional hub in rural Japan. WDC News 6 reported that the reopening featured interactive exhibits, the giant Pikachu balloon, and exclusive food items alongside the commemorative merchandise.
Whether the novelty can close the gap in tourism numbers remains to be seen. Overnight stays are still just one-third of what they were before the earthquake. But for a region that lost so much, a Pikachu in a pilot's uniform offering a reason to visit is a start.
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