Index
1. Pokémon’s Disaster Relief Initiatives
In 2024, a vibrant, Pikachu-yellow advertisement appeared in the center pages of The Hokkoku Shimbun, a daily newspaper based in Ishikawa Prefecture. By cutting along the dotted lines and folding the paper, children could create a wearable “Pikachu Kabuto” – a samurai-style helmet featuring Pikachu’s face!
This project was planned for local children impacted by the devastating 2024 Noto Peninsula Earthquake. The POKÉMON with YOU Foundation timed the project to coincide with Children’s Day and bring smiles through the power of Pokémon.
Volunteer employees of The Pokémon Company originally launched POKÉMON with YOU shortly after the Great East Japan Earthquake and tsunami disaster of March 2011. For over a decade, the program has provided continuous support to disaster-affected areas.
To expand the scope of these activities, the program became an independent foundation in 2021. The POKÉMON with YOU Foundation’s diverse activities now include fostering disaster prevention awareness through Pokémon, disaster relief, support for the “Children’s Cafeterias ”, and promoting environmental conservation.
We first provided the “Pikachu Kabuto” on Children’s Day in 2011, two months after the Great East Japan Earthquake. We distributed them again following the 2016 Kumamoto Earthquake, making this recent effort in Noto the third time we have supported children through this project.
2. Connecting through “Pikachu Kabuto”
Designers from The Pokémon Company collaborated with the POKÉMON with YOU Foundation to develop the “Pikachu Kabuto” featured in the newspaper.
The reverse side of the kabuto is jam-packed with Pokémon, ranging from Pokémon Red and Pokémon Green (released as Pokémon Red and Pokémon Blue outside Japan) to the latest Pokémon Scarlet and Pokémon Violet.
Fitting so many Pokémon onto a single page required considerable size adjustments and careful follow-up checks. Despite the technical challenge, the designers repeatedly refined the layout to include as many characters as possible. They wanted every child to find at least one of their favorite Pokémon on the page.
A staff member from the POKÉMON with YOU Foundation expressed hope that the design would encourage interaction: “We hope children have fun searching for their favorites while chatting with family and friends.”
3. Sharing Moments of Joy with Families
We wanted to reach as many children as possible who are currently living with their families in the disaster-affected areas. Partnering with The Hokkoku Shimbun, which is widely circulated across Ishikawa prefecture, was a great way to make this a reality.
Thus, the “Pikachu Kabuto” in the May 5, 2024 issue of the newspaper made its way to numerous households in the area.
On the same day, we also distributed “Pikachu Kabuto” at a special event in support of Noto, organized by the nonprofit organization Musubie, a certified nonprofit corporation that supports the children’s cafeteria program.
Reflecting on the event, a POKÉMON with YOU Foundation representative noted the conditions on the ground: “The recovery here is still ongoing, and it will take time for things to get back to normal. We’re just happy if the children’s smiles can provide even a short moment of relief for their parents and guardians.”
4. What Can Pokémon Do?
While the POKÉMON with YOU Foundation has many other disaster relief initiatives besides “Pikachu Kabuto” the team often faced challenging decisions.
Immediately following a disaster, the restoration of essentials such as food, clothing, and shelter takes priority. This was especially true for the Noto Peninsula Earthquake, where damaged local transport networks significantly hindered recovery.
Under such circumstances, what could Pokémon do to help? The Foundation consulted with local governments to determine how they could best contribute to the relief efforts.
Right after the disaster, the Foundation distributed the "Pokémon is Always with You: Support Book."
The booklet reminds children that they are not alone and is filled with healthy routines, mental exercises, and stretching.
By remarkable coincidence, the booklet had been prepared in December 2023 – just days before the Noto earthquake hit on January 1, 2024 – as part of the Foundation’s disaster prevention awareness activities. Immediately after the quake, extra copies were printed and rushed to the disaster area for distribution to as many households as possible.
As infrastructure improved, there were more calls for entertainment and recreation. In response, we organized concerts with the NHK Symphony Orchestra alongside visits from Pikachu to local kindergartens and elementary schools.
Musicians performed everything from classical works to familiar Pokémon tunes, captivating audiences of all ages.
5. Supporting the Well-Being of Children
As one project representative put it, “While physical necessities are vital, we believe that emotional support is equally important. Many teachers at the schools we visited told us that the children's faces brightened up when they saw Pikachu. It reinforces our belief in the value of the role we have in the recovery process.”
The POKÉMON with YOU Foundation continues its work with a mission to brighten the future for all children. Just as it did after the Great East Japan Earthquake, the Foundation has committed to providing long-term support to the people in the Noto region.
Our wish is to bring smiles to as many people as possible by making Pokémon a cheerful and faithful companion in times of need.