Under Pokémon Local Acts, which aims to promote local
attractions, activities are being conducted in nine
prefectures. In Iwate Prefecture, a train adorned withGeodude illustrations travels along the coast (left), whilein Miyagi Prefecture, children enjoy riding on a snow
tube shaped like Lapras (right bottom). In Fukushima
Prefecture, four parks featuring the adorable Chansey
have been opened (right top). RIGHT TOP PHOTO: AFLO

Left: HIROSE Chihiro (left) and SUGA Daigorotoyohide from The Pokémon Company. They are thrilled to contributeto showcasing the charm of both local communities and Pokémon.
Right: Under Pokémon Local Acts, “Poké Lids”—maintenance hole covers featuring unique Pokémon designs—were installed in 30 prefectures across Japan. Touring the country in search of different Poké Lids is bound to be fun.

POKÉMON WITH TOHOKU:CONTINUING TOWARD
A BRIGHTER TOMORROW
When the giant earthquake hit Tohoku, northeastern Japan, in 2011, Pokémon, one of the world’s most beloved video
game franchises, promptly responded to provide support, bringing smiles to the faces of children in disaster-strickencommunities. In the following years, these efforts have evolved into a joint endeavor to help the Tohoku region recoverfrom the disaster. Grassroots collaboration is further facilitating the revitalization process.
Since its debut in the form ofa Japanese video game, Pokémon
has become an international
sensation with fans across theglobe. The Pokémon Company
is currently engaged in uniqueprojects, leveraging the widespread
popularity of Pokémon to makethese initiatives possible. One
initiativeinvolves
providingsustainable assistance to the threeTohoku prefectures–Iwate, Miyagi,
Fukushima–that were severely
affected by the Great East Japan
Earthquake of March 11, 2011.
Amidst the aftermath of thedisaster, many young children,
along with others, faced lives with©2023 Pokémon. ©1995-2023 Nintendo/Creatures Inc./GAME FREAK inc.

uncertainty. In response, ThePokémon Company deliberated on
how Pokémon could contribute tothe cause. SUGA Daigorotoyohide,
director of The Pokémon
Company’s general headquarters,says, “It all started when some ofour staff members volunteered totake plushies and various other toys
to evacuation shelters. Eventually,Pikachu began visiting thoseshelters and elementary schools.”
His colleague, Senior Director
HIROSE Chihiro smiles, “Themoment Pikachu showed up,children’s faces brightened up
instantly. That led to the happy
realization that Pokémon could

provide support by just being there.”In December 2011, Pokémon
Center Tohoku, an official
Pokémon retail store, opened in
Sendai City, Miyagi Prefecture,
to bring cheer to children
throughout the Tohoku region.
On its inaugural day, many parents
and children lined up outside,
Pikachu’s arrival brought smiles to the children at
an event in Kesennuma City, Miyagi Prefecture.

eagerly waiting for its opening.
The proceeds from the store’s sales
were used to fund The Pokémon
Company’s support program for
Tohoku, dubbed “Pokémon withYou,” ensuring the continuation of
its events and activities.
The company has also utilized
Pokémon GO, a location-based
smartphone app game, to assist
with attracting visitors to theTohoku area.
“We became convinced that
Pokémon has the power tomove people and invigorate
communities,” says Suga. He adds,“As time passed after the disaster,
our support evolved into a formof revitalization assistance wherewe work together to build up
communities.”
Following
thatprocess,Pokémon Local Acts was launchedin 2018. Under the program,Ambassadorial Pokémon havebeen chosen for various regionsin Japan in collaboration withlocal governments, aiming toshowcase the unique charm ofeach area to both domestic andinternational audiences. Currently,
nine prefectures have chosen their
Ambassadorial Pokémon, withGeodude representing Iwate,

Lapras for Miyagi, and Chansey
for Fukushima in the Tohokuregion. Each Pokémon waschosen based on its connection
to the prefecture’s name or local
characteristics.
The Pokémon Company does
not charge any royalties for theAmbassadorial Pokémon, and thesepartnerships extend to productdevelopment in collaboration
with local traditional crafts andspecialties, along with Pokémonrelated events. In Miyagi Prefecture,for instance, visitors can enjoy a ridein a boat shaped like Lapras, while
in Iwate Prefecture, a train adorned
with Geodude illustrations travels
along the coastline.
One recent initiative within
Pokémon Local Acts is thedevelopment of parks as gatheringspots for local residents. In 2021,
playground equipment featuring
Chansey as its primary design wasGeodude

donated to Fukushima Prefecture,establishing Japan’s first park
to feature Pokémon. “We wantto create places where people
can always meet Pokémon. It’s
touching to think how Chansey
will always hold a special place inthe memories of the children whogrow up playing in one of Chansey’sParks,” says Hirose. When theseplaces become integrated into
the local scenery, they also attract
travelers. Hirose adds, “We are ona mission to connect the world
through the power of Pokémon, so
we also hope to build bridges with
tourists from overseas.”
In the nearly 13 years that havepassed since the March 2011
earthquake, and in the years tocome, Pokémon will continue tostand by the people of Tohoku,
bringing smiles to the faces ofboth residents and visitors to theregion.

LaprasChansey