Reviving the Noto Region: Visa's Initiative for Community Resilience

Reviving the Noto Region: A New Initiative by Visa



The recovery journey of the Noto region, known for its stunning coastal beauty and rich culture, has faced significant challenges following the Noto Peninsula Earthquake on January 1, 2024, and the subsequent heavy rainfall in September. In a commendable effort to revive community ties and restore hope among the affected residents, Visa Worldwide Japan, under the leadership of CEO Seetan Kitney, has announced a pivotal initiative called “Support for the Restoration and Community Reinforcement in the Noto Region,” set to launch on July 10, 2025.

The goal of this initiative is to rekindle the spirit and connections within the local community, helping those affected by the disasters to regain their strength and smiles. It symbolizes the revival of festivals that showcase the cultural heritage of the region, fostering deeper connections among the community members.

As part of this initiative, Visa, with support from Ishikawa Prefecture, will kick off the “Visa Touch for Noto” campaign. This campaign aims to encourage daily interactions and smoother transactions in everyday life across Ishikawa. It invites locals, including those yet to experience Visa's services, to benefit from the speedy, safe, and convenient payment methods offered.

The campaign will span a wide array of participating merchants, including supermarkets, restaurants, drugstores, and even tourist facilities and transportation services in the Ishikawa area. The initiative seeks not only to serve the citizens of Ishikawa but also visitors to the region, offering an accessible opportunity to utilize Contactless Visa payments effectively.

Moreover, Visa has announced that users participating in the campaign will receive cashback rewards for utilizing Visa's Touch payments, with an equivalent amount being donated to support local festivals in Noto. This not only incentivizes community engagement but also contributes directly to the revival of cultural traditions.

In addition, a nationwide SNS campaign is planned, where individuals can contribute by simply engaging with a specific site on X. Each engagement will result in a donation from Visa to support the Noto Festival, fostering broader participation from across Japan.

Seetan Kitney expressed his pride in launching this initiative, stating, “It is our highest honor to support the recovery and revitalization of the communities in Ishikawa and Noto. We have created a system that allows everyone—residents, visitors, and online participants—to join in this cause. We hope to help bring back smiles, strength, and a strengthened sense of community through local festivals.”

Visa emphasizes its commitment to working with local partners to deepen human connections through technology, promote cashless payment methods, and invigorate local economies—all while contributing to the renewal and prosperity of the Ishikawa and Noto areas. Through this campaign, Visa aspires for every individual's participation to pave the way for a brighter future for the region.

About Visa's Contactless Payment


Visa's Contactless Payment method utilizes internationally recognized security technology available in about 200 countries, including Japan. Users can complete transactions by touching a compatible Visa card or smartphone to a terminal—eliminating the need for signatures or PIN entries—providing a quick and safe payment experience. The method is available in various everyday locations, including convenience stores, fast-food restaurants, supermarkets, and other commercial facilities.

For more details on Visa's Contactless Payment, visit: Visa Contactless

About Visa


As a global leader in electronic payments, Visa connects consumers, merchants, banks, and governments through its payment transactions in over 200 countries. Visa's mission is to create the most innovative, reliable, and secure payment network, contributing to the prosperity of individuals and businesses alike. We believe that an inclusive economy enhances lives worldwide, and that access to payments is key to the future of commerce. To learn more, please visit Visa.com or visa.co.jp.

Topics Consumer Products & Retail)

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