Noto Airport in Wajima City, Ishikawa Prefecture, officially rebranded as the "Noto Satoyama Pokemon With You Airport" on July 7 [1].

The initiative marks the first time a commercial airport has incorporated the Pokemon brand into its official name. By leveraging one of the world's most recognizable intellectual properties, local officials aim to drive international and domestic tourism to the Noto Peninsula to support regional recovery and economic revitalization.

The partnership between the airport and the Pokemon With You Foundation includes themed decorations, and the sale of exclusive merchandise. As part of the immersive experience, the facility features displays of 111 different flying-type Pokemon [3]. The airport, which has been in operation for 23 years [4], serves as the primary aerial gateway to the region.

Ishikawa Governor Noriyuki Yamano expressed optimism about the project's ability to attract visitors of all ages. "Even someone of my age gets excited just by coming here," Yamano said. "We will turn that feeling of excitement into strength for the recovery of Noto."

Visitors arriving at the terminal have echoed this sentiment. One man traveling from Gifu said he hoped Pokemon would help the region gain more global recognition. A child visiting the site said, "Fun."

The temporary rebranding is scheduled to last for approximately three years, with the official end date set for Sept. 30, 2029 [2]. During this period, the airport will operate as a themed hub designed to draw foot traffic into Wajima and the surrounding Satoyama landscape.

“"We will turn that feeling of excitement into strength for the recovery of Noto."”

This collaboration represents a strategic shift in regional recovery, moving beyond traditional infrastructure repair to 'experience-based' tourism. By partnering with a global brand like Pokemon, Ishikawa Prefecture is attempting to pivot the Noto region's image toward a family-friendly destination, potentially diversifying the local economy through high-volume tourism and merchandise sales over the next three years.