Introduction

The Noto Peninsula in Ishikawa Prefecture, Japan is known for its beautiful nature and rich culture. However, the 2024 New Years Day earthquake and subsequent torrential rains devastated much of the region. We has launched a project to support Noto’s recovery and help the area flourish once again.

Project Objectives：

This project seeks funds to support the following activities

• Rebuild the damaged Noto brewery to preserve saké culture for future generations
• Preserve the rich flavors of Noto’s sake, cultivated in harmony with nature by generations of dedicated “toji” brewmasters.

Scope of the Damage：

The Noto Peninsula earthquake that occurred at 4:10 p.m. on January 1, 2024 resulted in widespread building collapses and severe infrastructure damage. In addition, the heavy rainfall in Okunoto on September 21 of the same year caused landslides and flooding damage, making recovery efforts even more difficult.

2024 Noto Peninsula earthquake (January 1, 2024)

The earthquake registered a magnitude of 6.5,causing extensive damage mainly in the cities of Wajima and Suzu. Many houses collapsed, roads and bridges were cut off, and countless residents were forced to live in evacuation centers.

The Okunoto torrential rainfall disaster (September 21, 2024)

Nine months following the massive earthquake, record-breaking rainfall caused flooding and landslides. Farmlands and residential areas, especially in low-lying areas, were completely engulfed, and the impact on agriculture and fisheries was severe.

Damage Summary:

• Infrastructure: roads, bridges, water and sewage systems, and other infrastructure were severely damaged, making traffic difficult.
• Housing: Many homes were destroyed or flooded, leaving many families homeless.
• Commercial Facilities: Shops and factories that support the local economy were also damaged, making it difficult for them to resume operations.

Noto Peninsula Today

Current Situation: Still No Recovery

The Noto Peninsula suffered tremendous damage from the 2024 Noto Peninsula Earthquake and the Okunoto Flooding. The collapse of houses due to the earthquake,flooding, and landslides have seriously damaged the regional infrastructure and the livelihood of residents. Yet, since the time of the disaster, reconstruction has not progressed and many problems remain unresolved.

Major Issues and Unresolved Problems

1. Delay in rebuilding housing and livelihood
   • Many of the affected people are still living in temporary housing or shelters. Living conditions remain particularly difficult for the elderly and families with children.
   • Rebuilding collapsed houses requires a large amount of money, which is a heavy burden on the victims. 
2. Delay in infrastructure restoration
   • Many areas remain logistically challenging to restore, making commuting to work and school difficult for residents. – Full restoration of lifelines such as water and electricity is taking much longer than expected, and some areas are experiencing intermittent supply disruptions.
3. Stagnation of the local economy
   • Noto’s core industries, including agriculture, fishing, and the saké industry, have been severely impacted. Saké production, in particular, has been drastically reduced, and rebuilding breweries requires a large investment of money and time.
   • Struggling shops and tourist attractions are also finding it difficult to resume operations, resulting in prolonged stagnation of the local economy as a whole.
4. Decrease in tourists
   • The Noto Peninsula is a popular tourist destination in Japan and abroad, but the disaster has significantly reduced the number of travellers to the region. Tourist facilities and accommodations were also damaged, further delaying the region’s recovery.
5. Accelerated population decline
   • The trend of young people leaving Noto is accelerating and depopulation is further progressing. This is a problem that not only causes a shortage of human resources for reconstruction, but also threatens the very survival of the region.

Location and Characteristics of Noto Peninsula

The Noto Peninsula is located in the northern part of Ishikawa Prefecture, Japan, and has a unique topography jutting out into the Sea of Japan. Its natural abundance and serene landscape had previously attracted many tourists.

Main Features:

• Natural attractions: Beautiful coastline, lush rice fields, and natural rural landscapes, offering scenery that changes with the seasons.

• Cultural richness: Noto is famous for its traditional festivals and crafts (Wajima lacquerware, Nanao Japanese candles, etc.), which are carefully preserved by local residents.

• Food culture: Noto prides itself on its abundant seafood, cuisine that makes the most of locally grown rice, and nationally acclaimed saké.

These qualities give the area unique significance for both local residents and visitors.

Noto’s Saké Breweries and the Crisis of Declining Local Culture

The Noto Peninsula is known across Japan for its saké production, and its landmark breweries that highlight the region have carried on the region’s unique brewing tradition for hundreds of years. The Noto “Toji”, or saké master brewers, are famous throughout Japan, and the rice wine produced by these craftsmen is highly regarded both in Japan and abroad.

Damage Assessment:

• Many saké breweries were destroyed or flooded by the earthquake, rendering brewing equipment unusable.
• Storage tanks and fermentation barrels necessary for brewing were also damaged, and reconstruction will require a significant amount of money.
• Local rice farmers were also afflicted, reducing the supply of raw materials.

Cultural Crisis:

The restoration of saké breweries is not just an economic issue; it is an important issue for the survival of the local culture.

Organizing Reconstruction Support Events

A Japanese food and saké fair will be held on February 10 and 11 at the restaurant “syun” in the Resort World Sentosa in Singapore.

This event welcomes guests from businesses (retailers, restaurants, lodging facilities, etc.) that sell saké or are considering doing so in the future, and provides an opportunity to enjoy a special meal prepared by Syun chef Haruyuki Yamashita, paired with carefully selected sake from 10 saké breweries. 

Three breweries of the Ishikawa Hozhu Sake Brewers Association, Sakurada Shuzo, Tsuruno Shuzo, and Shirafuji Shuzo, as well as Kurumada Shuzo, the chairman of the Ishikawa Saké Brewers Association, will participate in this event.

In this context, Sakurada Saké Brewery of the Hozhu Sake Brewers Association will talk about the current situation in Noto, and we will also garner support there.

Uses for Support Funds

Donations will be given to the Hozhu Saké Brewers Association, which, as a subordinate organization of the Ishikawa Federation of Saké Brewers Associations, supports sake breweries in the areas most severely affected by the Noto Peninsula earthquake.

All donations will be carefully used to pay for the reconstruction of the damaged saké breweries.

We will ensure transparency by providing regular progress reports on how the donations are being used.

Flow of Funds

Support Group

SCENTMATIC INC.

SCENTMATIC is a group of co-creation professionals who aim to enrich society through the creation of super-sensory experiences of fragrance. We take the various sensations of fragrance in daily life and turn them into richer experiences by utilizing the latest IT/UX design. We aim to enrich society by co-creating super-sensory experiences of fragrance with a wide range of companies and people.

Message from the President
Representative Director / CEO: Toshiharu Kurisu

Fragrance is deeply connected to our emotions and has the power to enrich our minds at various moments. On the other hand, fragrance is invisible, ambiguous, and private, with each individual having his/her own favorite fragrance and a variety of ways of feeling (Cognitive Diversity). We believe that it has been difficult to realize its full potential in a society based on mass products.

We aim to create a future society full of rich moments through the creation of scent experiences that respect each person’s favorite scents and diverse ways of feeling.

Bringing Noto’s Saké Breweries into the Future: Building a Path to Revival Together

The Noto Peninsula Earthquake of 2024 claimed many lives and livelihoods, and had a disastrous impact on the traditional industries of the region.
Among the most severely affected were the saké breweries that brew sake, a proud Japanese culture and a UNESCO Intangible Cultural Heritage Site.

Collapsed breweries, damaged brewing equipment, and disrupted infrastructure.
Many sake breweries have been unable to resume operations due to the earthquake, and historic sake brewing techniques are in danger of being lost.

In Noto, in particular, there are saké breweries with traditional techniques and history that are unparalleled in Japan.
However, due to harsh terrain conditions and delays in restoration, recovery will not be easy.
If nothing is done, Noto’s saké brewing industry may cease to exist.

We have been building deep connections with Noto’s saké breweries.

We have introduced KAORIUM, our aroma experience solution, into the sales areas of Ishikawa Prefecture’s antenna stores and train station anchors such as Yaesu Ishikawa Terrace and Kanazawa Jishukagura, where sake is sold.

The company has been working with a number of breweries, and  promote their appeal by scientifically analyzing the aroma of saké and proposing new ways to enjoy it.
We have worked with many breweries to contribute to the development of saké culture.

Those affected by the earthquake are also important partners for us.

Our top priority is to restore the affected breweries and ensure the spirit of saké brewing continues to thrive.
To do this, we need your support.

Your support will save the sake breweries in Noto and help to connect and preserve saké culture for future generations.

Please give us your warm support.

*The photos displayed are sourced from the Ishikawa Prefecture website.