On January 1, 2024, a devastating magnitude-7.6 earthquake struck Ishikawa Prefecture, resulting in the loss of over 600 lives and damaging more than 160,000 homes across multiple prefectures.

The Noto Peninsula, historically a popular tourist destination known for its fresh seafood, hot spring spas, and traditional artwork, has been severely impacted by the disaster.

A recent survey by Kyodo News revealed that 70% of shops and restaurants in the earthquake-affected Noto Peninsula have no prospects of returning to their original locations.

Conducted in early June 2025, the survey involved 64 out of approximately 70 businesses currently operating in temporary locations, with over 40% reporting complete destruction of their shops.

Nearly half of the surveyed businesses attributed their ongoing difficulties to a lack of funding, which has been worsened by declining customer numbers and sales.

Of the businesses surveyed, 40 reported a decline in income, with 33 specifically noting a decrease in customer footfall.

Among the primary concerns raised by business owners, 44 mentioned declines in customers and revenues, while 23 expressed anxiety about securing funds to restart operations.

Retsuko Hirata, a shop owner in Wajima, reported a 20% drop in revenue since the quake and voiced concerns about the future due to declining tourist numbers and a shrinking local population.