A sleepy airport on Japan’s quake-scarred Noto Peninsula has become the unlikely setting for a world first, as the region pins its tourism revival on the enduring charm of Pikachu.
The newly christened Noto Satoyama Pokémon With You Airport opened its doors on Tuesday, marking the launch of a vibrant, character-filled rebranding that will remain in place until September 2029. The project, a collaboration between local authorities and the Pokémon With You foundation, is a key part of the recovery effort for the Noto Peninsula, which was struck by a powerful earthquake in 2024.
The entire terminal has been transformed into an immersive experience. Travellers are greeted by large-scale installations featuring flying Pokémon, while the central atrium boasts a striking two-storey diorama of Pikachu posed with an aeroplane. The thematic overhaul extends to playful signage, designated Pokémon relaxation zones, and a specially decorated observation deck.
Beyond the terminal’s aesthetic facelift, the initiative aims to drive footfall across the wider region. It includes a fleet of Pokémon-wrapped buses serving the peninsula, a range of exclusive merchandise, and themed menus in the airport’s restaurants. Visitors can also purchase travel accessories and clothing adorned with a new illustration series titled ‘Sky of Hope’.
Officials hope the novelty will attract not only die-hard fans of the franchise but also a broader wave of tourists to the recovering region. Organisers confirmed that the facility is the first airport in the world to officially adopt the Pokémon name, a distinction they believe will create a unique and lasting draw for visitors.
