Noto Peninsula Startup Partners with Major Ishikawa Prefecture Pharmacy Chain. "RevRiv" Noto Reconstruction Project Led by Youth Officially Launched
Mutubi partners with Grand Pharma to officially launch "RevRiv," a youth-led Noto reconstruction project.
📋 Article Processing Timeline
- 📰 Published: April 1, 2026 at 01:05
- 🤖 AI Analyzed: June 2, 2026 at 12:56 (1499h 50m after Published)
Mutubi Inc. (Headquarters: Kanazawa City, Ishikawa Prefecture, Representative: Airi Kato), with the philosophy of "Making Disaster-Affected and Non-Disaster-Affected Areas Better," has signed a partnership agreement with Grand Pharma Co., Ltd. (Headquarters: Kanazawa City, Ishikawa Prefecture, Representative: Gosuke Shibata), which operates the "Aozora Pharmacy" chain in Ishikawa Prefecture.
Mutubi was founded four months after the Noto Peninsula Earthquake with the aim of creating businesses that contribute to reconstruction. To date, the company has focused on nurturing "reconstruction personnel" by targeting young people who visited as volunteers and university students interested in disaster prevention and regional revitalization. By partnering with Grand Pharma Co., Ltd., which has supported regional healthcare through prompt prescription handling immediately after the earthquake, Mutubi aims to maximize its impact in solving the challenges facing the Noto region.
Youth "Flowing Back" to Noto, Where Population Exodus Continues: "RevRiv"
RevRiv = Reverse of Rivers
RevRiv is a group of young creators in the reconstruction and disaster prevention fields produced by Mutubi. It is composed of high school and university students who voluntarily visited Noto for volunteer work or disaster learning.
Support for Resident Members and Implementation of Camp Programs
Some members are taking a leave of absence from university to reside in Noto for six months to a year. They are promoting on-site projects such as approaching challenges faced by local businesses and developing content related to disaster prevention and disaster legacy. This past winter, a joint camp was held on the theme of "Solving Regional Issues Starting from Pharmacies." Discussions were held with pharmacy staff and local organizations regarding issues such as educational environment challenges, lack of tourism content, and securing specialized personnel, advancing plans for new businesses.
■ "RevRiv (Ribari-ba) = Reverse of Rivers"
A group of young creators who "flow back" into areas damaged by disaster and experiencing population outflow, creating a new trend for regional regeneration and a disaster-resilient society.
Instagram: https://www.instagram.com/revriv_mutubi/
Permanent Exhibition "Aozora no Ki" (Tree of Blue Sky) Creates Businesses from Residents' "Words"
What is "Aozora no Ki"?
As the first initiative of the partnership, "Aozora no Ki" was planned and installed at Aozora Pharmacy's Tomi store. This is a system that visualizes the voices of the community by allowing residents to write their thoughts and challenges for the region on response forms (Aoba) and display them.
The collected "voices of the community" will be utilized in the following ways:
・Permanent display within the store and dissemination through newsletters and social media.
・Planning of new businesses in areas such as education, healthcare, tourism, and disaster prevention through organized analysis by theme.
Through continuous operation for one year, the aim is to build a cyclical co-creation model where community voices are naturally gathered in daily life and lead to the future. Expansion to multiple stores and collaboration with educational institutions and local organizations are also planned for the future.
About Mutubi Inc.
A startup company originating from a disaster-affected area, launched in response to the Noto Peninsula Earthquake that occurred on New Year's Day, Reiwa 6 (2024). With the philosophy of "Making Disaster-Affected and Non-Disaster-Affected Areas Better," the company aims to strengthen mutual and sustainable social infrastructure. Mutubi continues to take on challenges to protect communities and society as countermeasures against large-scale disasters such as the Nankai Trough and the Tokyo Inland Earthquakes, and against increasingly severe flood damage due to climate change.
【Company Overview】
Company Name: Mutubi Inc.
Headquarters Address: Life Kanazawa Dai 1 Bldg. 601A, 5-6 Konahana-cho, Kanazawa City, Ishikawa Prefecture
Representative: Airi Kato, President and CEO
Established: May 2024
Business Activities: Planning, production, and consulting for social problem-solving; planning and operation of events and tours; media operation; creative production, etc.
FAQ
What kind of project is "RevRiv"?
"RevRiv" is a project aiming for reconstruction from the Noto Peninsula Earthquake, where young people take the lead in addressing regional issues. A group of young creators engages in on-site activities to foster new business creation.
What is the purpose of the partnership between Mutubi Inc. and Grand Pharma Co., Ltd.?
The two companies have partnered to aim for the reconstruction of the Noto region and the strengthening of sustainable social infrastructure. By combining Mutubi's expertise in reconstruction support with Grand Pharma's foundation in supporting regional healthcare, they aim to maximize the impact on solving regional challenges.
What is "Aozora no Ki"?
"Aozora no Ki" (Tree of Blue Sky) is a system designed to visualize the voices (regional aspirations and challenges) of local residents and create new businesses based on them. It is installed within Aozora Pharmacy stores, aiming for co-creation with the community.
Who are the members of "RevRiv"?
"RevRiv" is composed of high school and university students who have voluntarily visited Noto through volunteer activities or disaster learning. Some members reside in Noto for six months to a year, engaging in activities aimed at solving regional issues.