Issue Briefing No. 70

Beyond Borders: The NotoPeninsula Earthquake and theHongkonger Community'sResponse
Anna TanakaDirector, Japan Hongkongers AssociationJune 17, 2024

Abstract
The Noto Peninsula Earthquake in Ishikawa Prefecture not only raised sympathy
from Hongkongers residing in Japan but also served as a significant test for theirlongstanding tradition of engaging in charity campaigns. In response to thedisaster, the Japan Hongkongers Association promptly initiated a donation
campaign to support the affected communities. To maximize outreach andimpact, the association promoted the campaign both locally and internationally,employing various strategies, including effective use of social media. Along withthe online campaign, some Hongkongers volunteered directly in the affectedareas, providing physical and emotional support. The incident has not only
heightened awareness and preparedness for future emergencies among theHongkonger community in Japan but has also tightened their local and global
bonds with the Japanese community. These efforts demonstrate solidarity andresilience among the Hongkong diaspora with a deepened sense of community,
which will resonate well in the future.

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Beyond BordersIssue Briefing No. 70

Established in 2020, the Japan Hongkongers Association (JHA) aims to forge
a strong support network for Hongkongers residing in Japan, focusing oncommunity building, cultural exchange, and mutual assistance. Rooted in valuesof empathy, unity, and active engagement, JHA plays an important role within
the Hongkonger community in Japan and acts as a bridge between Hongkongers
and the Japanese community.
On January 1, 2024, a devastating magnitude 7.6 earthquake struck the Noto
Peninsula in Ishikawa Prefecture. JHA recognized the urgent need for quickaction.

Utilizing

ournetwork

andresources,

theassociation

mobilized

Hongkongers around the world to take part in relief activities for theearthquake-affected areas, including a donation campaign that collected 65
million yen in three weeks.

Cultural Background and Motivation for the Donation Campaign
Many Hongkongers are immersed in Japanese culture from a young age
through popular media like comics, animation, and J-pop. This exposure toJapanese culture sparks an appreciation for Japanese traditions, art, andlifestyle, influencing everything from culinary preferences to fashion andentertainment choices. In the first half of 2023, Hong Kong, with a populationof 7.5 million, ranked fourth in the number of visitors to Japan, trailing behindSouth Korea, Taiwan, and the United States. This reflects Hongkongers'
significant interest in Japan.
In addition to their love for Japan, Hongkongers also have a long-standing
tradition of responding generously to charity campaigns, a practice rooted incommunity values and reinforced by annual charity events broadcast ontelevision. This cultural norm of swift generosity was evident in the immediateand substantial response to JHA's donation campaign for the Noto Peninsula
earthquake, showcasing the Hongkonger community's inherent readiness tosupport those in need. As most of the members of the committee were born andraised in Hong Kong, we realized that there must be a lot of Hongkongers whowould want to donate to emergency relief for Noto Peninsula; and also that dueto the political situation in Hong Kong, it would not be easy for organizations inHong Kong to organize a campaign there. This deepened our conviction that itwas timely for us to do something here in Japan.
When the quake plunged the entire Noto Peninsula into darkness late on New
Years day under a widespread power outage, the only light came from theheartbreaking fires in the Wajima Morning Market, renowned for its cultural and2

Beyond BordersIssue Briefing No. 70
historical significance. Devastating images of over 200 of its buildings reduced
to ashes overnight were broadcast on TV, deeply affecting our committee
members. This scene evoked profound emotion and spurred an immediate andurgent call to action. As residents of Japan, we felt a compelling social
responsibility to extend our support to those affected by this disaster,
reinforcing our commitment to the country we now call home.

Strategies Behind the Successful Earthquake Relief Campaign
Driven by a profound desire to aid, we transformed our sorrow into action.
The donation campaign started immediately, and a significant amount ofdonations

wascollectedfromHong Kong

communities

worldwide.

The

campaign's success was propelled by several key strategies: rapid response,
engagement with the global Hong Kong diaspora, and effective social media
tactics that led to unexpected support from diaspora influencers.
Firstly, Hongkongers are renowned for efficiency and adaptability, traits thatare invaluable for responding to emergency relief efforts. Our committee
members prepared promotional material overnight, leveraging our website's
integrated payment system. With swift copywriting and a hands-on payment
system, we launched the donation campaign by noon on 2 January, the day
following the disaster.
Secondly, given that our primary target audience consists of global
Hongkongers, our promotional materials utilized Cantonese and Japanese,
effectively reaching Hongkongers in Japan, Hong Kong, and other parts of theworld. We updated the donation amount and number of donations daily on oursocial media channels, providing regular reports to all donors at least once aweek during the donation period, ensuring the campaign remained in the
spotlight for better outreach.
Furthermore, our payment system, which accepts credit card payments,
facilitated a swift donation process. The ability to accept international payments
was crucial due to the widespread Hong Kong diaspora, ensuring that our call foraid resonated worldwide.
The frequent and regular updates on social media also garnered support frominfluencers who were deeply moved by our cause, significantly enhancing thecampaign's reach. Influencers prominent within the Hong Kong diaspora
community promoted our campaign, extending media coverage not only to Hong
Kong and Japan but also to Taiwan, Canada, and Europe. Their endorsements
amplified the campaign's visibility and were instrumental in the remarkable surgeof support and contributions we received.

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Beyond BordersIssue Briefing No. 70

Effective Allocation of Earthquake Relief Funds
The efforts demonstrated their effectiveness, as we had gathered 65 million
yen from Hongkongers worldwide by the end of the campaign. While 65 million
yen may not seem substantial compared to the funds required for emergency aid,
for a small organization like us, it was totally unexpected. Faced with theresponsibility for this large sum in donations, we want to ensure every yen isused effectively.
We designated the first 30 million yen for donation to the Association for Aidand Relief, Japan (AAR Japan). Established in 1979, AAR Japan has a rich historyof providing emergency relief domestically and internationally. AAR Japan wasalso our partner in the Kyushu Rainstorm donation campaign in 2020. This 30
million yen funding was earmarked for immediate on-site emergency assistance,
enabling AAR Japan to swiftly address the critical needs of those affected by
the disaster.
An additional 30 million yen was allocated to the Ishikawa PrefecturalGovernment, intended for comprehensive emergency relief efforts and broader
reconstruction initiatives. This is aimed at bolstering the recovery strategies
outlined by local authorities, ensuring a cohesive and effective response to both
immediate needs and longer-term rebuilding processes.
Furthermore, we recognized the important work of volunteer groups,
particularly those comprising Hongkongers residing in Ishikawa. Appreciating
their efforts, the remaining funds were dedicated to supporting their vital workon the ground. These volunteers, many of whom were directly affected by theearthquake, have been instrumental in the initial relief efforts and continue
actively engaging in volunteer activities within the region.
All the donated money represents Hongkongers' care for the earthquake
victims. As a responsible intermediary, our objective was to ensure that every
yen contributed made a meaningful impact on the lives of those affected,
reflecting our steadfast commitment to provide substantial support. We followed
up with all the parties that received donations from our campaign to understandthe progress of their work, posting regular updates on social media and also
sending reports to the donors to ensure they understand how the donatedmoney was used.

Hongkongers' Volunteer On-ground Efforts in Noto Peninsula
In late February, I joined the volunteer team of Hongkongers as part of thedonation campaign follow-up. The team has been active since the first week4

Beyond BordersIssue Briefing No. 70
after the earthquake. The volunteer team was initially formed by Hongkongers
living in Uchinada-cho, who were themselves victims of the earthquake. Later,
the team expanded with Hongkonger volunteers living in other areas of Ishikawa,Toyama, and Fukui. The current members of the team are all certified in postdisaster

psychologicalcounseling.

Somemembers

even

have

volunteer

experience during the 2011 Tohoku Earthquake and the 2016 Kumamoto
Earthquake.
During this visit, my role was to prepare hot meals for victims as part of theteam, a task challenged by the lack of drinkable water. Our pre-visit preparations
included assembling the ingredients and precooking part of the food, all toensure we could serve food efficiently without using the limited local resourcesin the disaster area. In the early morning of the next day, we transported all thefood, kitchenware, portable gas stoves, and a large tank of drinkable water toone of the serious disaster areas, Anamizu-cho.
Most of the victims at the evacuation center were elderly, and it became
apparent that our mission extended beyond merely providing meals. The elderly
were left with limited support as many families relocated to the city in theaftermath of the earthquake to commute to work and school. Recognizing this,the volunteers emphasized engaging with the elderly. Our presence was not justabout physical aid; it was about offering a listening ear and emotional support,
providing a sense of companionship to those grappling with not just the loss of
their homes but also the temporary loss of their family's daily presence.
The victims' reactions were deeply touching, with many expressing gratitude
through warm handshakes and sincere thanks. It was a humbling experience to
see the difference our efforts made, turning simple meals into significant
gestures of hope and solidarity in such challenging times.

Earthquake Readiness for Hongkongers in Japan
After the Noto Peninsula Earthquake, it became clear that some residents do
not know what to do when an earthquake happens. As Hong Kong experiences
almost no earthquakes, many Hongkongers lack crucial knowledge on how toreact during and after a quake. Since the establishment of JHA, we have beenworking to fill the knowledge gap among Hongkongers living in Japan as well as
the local community. To this end, JHA has ramped up its educational initiatives.
We have introduced tours to Hazard Prevention Centers in Tokyo and Osaka,
offering hands-on learning experiences about various hazards. These tours are
led by professional staff from the Centers, with JHA providing Cantoneseinterpretation ensuring all participants fully grasp the safety protocols. The5

Beyond BordersIssue Briefing No. 70
participants can learn the earthquake protocols and prepare their homes andthemselves for the next possible earthquake.
Moreover, JHA leverages blogs and social media platforms to disseminate
vital information on earthquake readiness. We aim to educate our community on
safety measures, emergency responses, and recovery processes following
earthquakes through engaging posts and informative content. These digitalchannels are crucial tools in building awareness and resilience among
Hongkongers in Japan, complementing our educational efforts at the Hazard
Prevention Centers.
This donation campaign represented a meaningful journey, connecting uswith the earthquake victims, the broader Japanese community, and Hongkongers
locally and globally. The collective compassion for Japan was central to its
success, guiding our efforts and strategies. We take pride in every Hongkonger
who contributed and volunteered, and we are thankful for all the selflesssupport for Japan, the country we now call home. JHA remains committed toenhancing community resilience and will keep bridging cultural divides andstrengthening the bonds between Hongkongers and Japan through our diverse
initiatives.
We extend our heartfelt condolences to those who lost loved ones in theearthquake and to those who lost their homes. May Ishikawa find strength andresilience in the face of adversity and recover swiftly, rebuilding not juststructures but also the spirit of the community.

In addition todelivering hot
meals to theaffected regions,
AAR also
supportedorganizations
serving individuals
with disabilities,
ensuring thecontinuity of theircrucial services.

6Beyond BordersIssue Briefing No. 70

The road to the evacuation
center was not yet secure. To
either side was red and yellow
signage indicating thatstructural damage had
rendered the buildings along
the road no longer safe orsuitable for habitation.

In Wajima, Hongkonger
volunteers prepared meals
using equipment they had
brought with them to ensurethat every essential item wasavailable to provide comfort
through food.

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Beyond BordersIssue Briefing No. 70

At an evacuation center in
Anamizu-cho, volunteers
prepared yakisoba for thoseaffected by the earthquake.
The vegetables were pre-cut,
and the meat and noodles
were precooked the day
before to ensure quick andefficient meal service.

In Uchinada-cho, near thehome of a Hongkonger family
affected by the disaster,
Hongkongers stand resilientas both victims andvolunteers, reaching out toaid those in greater need.

8Beyond BordersIssue Briefing No. 70

After the meal service, aheartfelt moment unfolds asa volunteer connects withan earthquake survivor who
expresses gratitude for thewarmth and support offeredduring this difficult time.

Anna Tanaka Profile
Anna Tanaka, born and raised in Hong Kong, pursued her university education in
the UK and the US before gaining professional experience in the international
business sector. Originally based in Hong Kong, she relocated to Japan in 2015.
Since 2019, she has been organizing democratic activities for Hong Kong within
Japan. Recognizing the significance of fostering a community among the Hong
Kong diaspora in Japan, she co-founded the Japan Hongkongers Association in
2020. After serving as the representative director of the Japan Hongkongers
Association, Anna currently holds the position of Director at the Association.

9Beyond Borders