Keeping the Light On with 7-Eleven: Fifteen Years After the Great East Japan Earthquake
On March 11, 2011, the Great East Japan Earthquake struck northeastern Japan, leaving a profound impact on towns and communities across the region. Since that day, people in the affected areas have been moving forward step by step, rebuilding their lives with determination.
Though fifteen years have passed, the journey of reconstruction continues. Thanks to the tireless efforts of so many, warmth and light are steadily returning to these resilient communities.
The participants in this dialogue are united by a shared memory of bringing a 7-Eleven to Rikuzentakata only three years after the disaster. They helped return a sense of normalcy to a coastal city in Iwate Prefecture that the 2011 tsunami had nearly erased.
In this discussion, the family operating the store and two staff members from Seven-Eleven Japan reflect on their experiences during the disaster, what inspired them to open the store, and how they hope to expand this light of support in the future.
Here Are the Individuals We Met at This Crossroads
Kanno, owner of two 7-Eleven stores in Rikuzentakata
At the time of the disaster, Kanno was working for another company and had not yet joined 7-Eleven. In 2014, he became a franchise owner and opened the 7-Eleven Rikuzentakata City Hall Store, the first 7-Eleven location along the Iwate coast.
Following the relocation of the city hall, that store was closed. He currently operates two stores in Rikuzentakata: the Rikuzentakata Baba-mae Store and the Rikuzentakata Takata Koko-mae Store.
Kanno, manager of two 7-Eleven stores in Rikuzentakata
Together with her husband, she manages two stores in Rikuzentakata. She experienced the tsunami in her hometown of Kesennuma, Miyagi Prefecture, and now supports the operations of both locations.
Nonaka
Served as the Operations Field Counselor (OFC)* during the 2014 opening of the Rikuzentakata City Hall Store. Currently a member of the New Store Development and Franchising Division at Seven-Eleven Japan, the role involves managing contracts for stores throughout the Tohoku region while focusing on the revitalization of existing locations.
*OFC: A Seven-Eleven Japan employee who provides management counseling and operational support to franchise owners.
Haba
Serves as the current Operations Field Counselor for the two locations operated by the Kanno family. Since 2024, the primary responsibility has been overseeing store operations along the Iwate coastline.
Note: This article contains images documenting damage from the disaster. Some readers may find them distressing.
The Day the Lights Went Out in the Town
Q: We had the opportunity to visit the Takata Koko-mae Store earlier, and it truly felt like a wonderful place cherished by everyone from students to elderly residents. Back then, no one could have imagined that a future like this would one day arrive, could they?
Owner Kanno
Honestly, I had no idea what was happening at the time. My home was located inland, away from the coast of Rikuzentakata, so the tsunami did not reach us. However, both the electricity and water were cut off immediately, leaving us with no way to know what was happening to the world outside.
I could only sit there in the dark and imagine that something catastrophic must have happened to the town.
Manager Kanno
On that day, I was in the neighboring town of Kesennuma, where I experienced the tsunami firsthand. I was off work and on my way home from the hospital with my mother when the earthquake struck while we were in the car.
To be honest, I didn’t even realize at first that it was an earthquake while I was driving. It was my mother, who was in the passenger seat, who said, "The car is shaking so much," and that’s when I finally understood. Even then, I never imagined that a tsunami would follow.
Coastal areas devastated immediately after the Great East Japan Earthquake.
Source: iro-iro / PIXTA
Nonaka
Grasping the events of that day was nearly impossible. Responsibility for the area surrounding the Fukushima Daiichi Nuclear Power Station meant being at the heart of the crisis, yet the initial earthquake left everyone completely cut off from news regarding the tsunami or the power plant's status.
While waiting in the car, my primary focus was already on how to rebuild the stores the very next morning. Those plans were suddenly interrupted by sirens echoing across the landscape, signaling the onset of the nuclear accident. I learned about the tsunami while evacuating by car. A boat that had been swept away was blocking the road.
Manager Kanno
Before I knew it, the town had turned into the sea. That was the reality we faced. Somehow, I managed to climb over a mountain on foot and reach an evacuation shelter, but I couldn’t imagine what the next day would bring.
At the shelter, I was given a single rice ball. I had no idea when the food supplies might run out, so I hesitated to eat it. I kept it in my pocket the whole time, unable to bring myself to eat it.
Haba
There is no way to compare my experience with everyone else’s, but even so, I strongly felt the importance of information at the time. I was living in the Kansai region, and when the earthquake occurred, I was traveling by car, so I didn’t notice anything at all. I never could have imagined that I would one day be responsible for this area.
Rikuzentakata today. Although a sense of liveliness is gradually returning, the journey of recovery continues.
A Store Born from the Desire to Support the People of Rikuzentakata
Q: Three years after the disaster, a 7-Eleven store opened in Rikuzentakata while reconstruction was still in full swing. As the first location along the Iwate coastline, the site was surrounded by the lingering scars of the tragedy. Given the total lack of local operational history at the time, did launching a store here feel like a journey into deep uncertainty?
Nonaka
When I first visited Rikuzentakata for the store opening, I was shocked. It looked as though the tsunami had come just yesterday. Reconstruction had barely progressed.
To be honest, I wondered whether it would really be possible to run a store here. But at the same time, I felt as though I could hear the voices of local residents saying, “We want a convenient store where we can buy everything.”
Manager Kanno
At first, I also wondered whether the store could truly take root in Rikuzentakata. However my husband said, “Starting from nothing, I want to support the people of this town.”
Those words pushed me forward. As fellow survivors of the disaster, we wanted to help support this town in whatever way we could.
Owner Kanno
7-Eleven has long been a personal favorite of mine. While working in Miyagi Prefecture at the start of my career, I was deeply impressed by the outstanding customer service at a store in Kesennuma.
I thought that if there were a 7-Eleven in Rikuzentakata, it might bring people the same sense of brightness and comfort. I also wanted to create a place where we could provide food to those who were involved in the reconstruction efforts.
Photos from the opening of the 7-Eleven Rikuzentakata City Hall Store.
Haba
The dedication of the Kanno family is clear to anyone who walks through the doors. Having managed multiple areas as an OFC, it is rare to see stores that foster such authentic connections with their clientele. This positive atmosphere is a key driver for customer loyalty, as people naturally gravitate toward places where they feel welcome.
Ten Years On, the Commitment Remains Unchanged
Q: More than a decade has passed since those first steps in Rikuzentakata and with two stores now flourishing in the community the impact of that early dedication is undeniable. Looking back over the last ten years has the fundamental desire to serve and support this town remained the constant heart of the operation?
Owner Kanno
Grasping the right path forward became difficult as the town entered a new phase of recovery. With the departure of construction crews and the relocation of the local city hall the original store faced a changing environment. These challenges created a period of uncertainty regarding the future of the business.
Yet the discovery of a new site in the center of town provided a clear signal to keep going. This new location allowed for a renewed commitment to the people of Rikuzentakata.
Nonaka
Due to a personnel transfer I had to leave the area, so I later learned about what happened afterward. How did you feel about opening a new store?
Manager Kanno
Although many years have passed Rikuzentakata still carries the visible scars of the disaster. Reaching a state of true recovery remains a long journey that will take much more time. This reality fueled a profound sense of duty to support the town’s resurgence through the presence and services of 7-Eleven.
Everyone sharing a lighthearted moment in conversation at the Takata Koko-mae Store.
Haba
Kanno-san also serves as a board member of the Takata Machinaka Association, a community organization dedicated to revitalizing Rikuzentakata. I see this as clear evidence of how deeply he is connected with the people of this town through his work in operating 7-Eleven stores.
Nonaka
You truly are at the heart of the community. From the very first time I met Kanno-san, I felt, "If it’s this person, he will absolutely succeed as an owner and bring happiness to the people of this town."
From the beginning, both he and his wife had a clear vision of what they wanted 7-Eleven to become in this community. I believe that commitment is what resonated with the people of Rikuzentakata.
To Continue Being the Light of the City
Q: Through the passion of the Kanno family, along with the support of Nonaka, Haba, and the successive OFCs who have served in this area, a light called 7-Eleven has been kindled in Rikuzentakata.
As recovery continues, what role will this light play in the future of Rikuzentakata?
Nonaka & Haba
We want these stores to be places where anyone can truly encounter those moments of joy. This commitment to the community will remain a constant priority as the journey continues.
Manager Kanno
The surrounding landscape was completely empty when the Takata High School Front Store first opened. Today, a flower shop stands across the way and several new homes have been built nearby. While our store may or may not have influenced this growth, the thought that continued hard work might help Rikuzentakata return even slightly closer to its former self brings a sense of true happiness.
Owner Kanno
I believe that welcoming and caring for each and every customer is what connects us to the future. Preparing products that truly please our customers and serving them with constant gratitude—these may sound simple, but it is the steady accumulation of these efforts that matters most.
Fifteen years after the disaster, the light that was lit in Rikuzentakata continues to shine, illuminating the lives of the people in the community.
This text has been translated using an automatic translation tool.
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