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3.11 - What We Could Do That Day, What We Can Do Now

At 2:46 PM on March 11, 2011, an unprecedented violent shake changed our daily lives.

Power outages, communication failures, and logistic disruptions. As lifelines collapsed one by one, companies started to think what they can do. The Seven & i Group, too, was deeply affected by the disaster at its stores and logistics network struggled desperately to find ways to support people’s lives.

The decisions made at that time, the efforts for support, and the lessons learned from that experience — Fourteen years after the disaster, we still think about what can we do, both as corporate members and as individuals. Through this discussion, we hope to uncover some hints.

Participants in This Discussion

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Monoe

Joined York-Benimaru Co., Ltd. in 1979. Experienced the disaster as store manager of Minato-Kazuma Store in 2011. Became the area manager of the Senboku Zone in 2014, dedicating himself to the reconstruction efforts. Since 2016, he has been active in the Auditing Office.

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Kimura

Joined York-Benimaru Co., Ltd. in 2005. Assigned to the Processed Foods Department as a manager at the Ishinomaki Nakazato Store just before the disaster in 2011. Later worked as a grocery manager in various stores in the Senboku Zone, contributing to the reconstruction efforts. Became a deputy store manager in Miyagi Prefecture in 2017 and was promoted to store manager in February 2025.

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Shibuya

Joined SEVEN-ELEVEN JAPAN CO., LTD. as a new graduate in 1997. Has worked in the Merchandizing Division since 2006. At the time of the disaster, he was a District Merchandiser for the Tohoku region.

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Ueda

Joined Akachan Honpo Co., Ltd. as a new graduate in 2014. Currently working as a sustainability promotion officer, addressing environmental and childcare issues. At the time of the disaster, he was a university student in western Japan.

What We Saw and How We Acted at That Moment

Disasters strike in ways far beyond our imagination. That is why we must consider what we can do when that moment comes. Today, we will reflect on the experiences of those who lived through the Great East Japan Earthquake and think about what we can do moving forward.

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The discussion was held online from two locations, Tokyo and Miyagi.

Monoe

Monoe

I was at the Minato-Kazuma Store. The shaking was so strong that I couldn't stand, and I had to cling to a wall to endure it. After the shake subsided, I checked inside the store and saw that items were scattered everywhere and the ceiling collapsed.

Kimura

Kimura

I was in a training session at the Yamoto Store in Higashimatsushima City. The massive earthquake struck right after lunch. I barely managed to withstand the shake when we received news of the tsunami, prompting us to evacuate immediately. At that time, I was worried about the unpredictable future.

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Shibuya

Shibuya

I was in Oroshimachi, Sendai, attending a product development meeting for the Tohoku region. It took over three hours to return to the Sendai office, and the first thing I did was secure power. I connected my laptop and searched for information. I will never forget how shocked I was when I saw images of the town being flooded.

Ueda

Ueda

I wasn’t directly affected as I was still a university student, but I heard stories from our stores in Kanto, where employees carried baby strollers up the stairs to help customers evacuate. I remember feeling a strong, vague sense of anxiety.

Shibuya

Shibuya

I felt anxious too, but it was reassuring to connect with the SEVEN-ELEVEN Headquarters in Yotsuya right after the disaster. My supervisor immediately instructed us to get in touch with headquarters. Without that advise, I don't think I would have been able to cope with the situation calmly.

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Monoe

Monoe

I was completely focused. As soon as it stopped shaking, a major tsunami warning was issued, and I immediately guided employees and customers to the rooftop parking lot. The tsunami hit about 30 minutes later. While we saw houses and cars being swept away from the parking lot by the muddy waters, everyone there cooperated to rescue people.

Supporting People Even in the Midst of Hardship

Even in such difficult circumstances, Monoe, acted to support the people around him. How did 7-Eleven and Akachan Honpo contribute to relief efforts?

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Shibuya

Shibuya

Because we quickly connected with headquarters, we were able to move swiftly to supply goods. However, it was difficult to meet 100% of the needs of the people in the affected areas. There were times when we had to deliver cup noodles even though hot water was not available.

However, we worked closely with various departments to ensure that supplies kept flowing to franchise stores.

Ueda

Ueda

Many customers made concerns regarding lack of baby supplies. I heard that they moved some of the stocks in the logistics center for emergency use, which were originally prepared for a new store opening.

Shibuya

Shibuya

I see, batteries and sanitary products were in high demand at that time, but I hadn't realized that baby supplies were also urgently needed because we didn't have that information.

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Ueda

Ueda

Supplies were provided through JOICFP*, an international cooperation NGO; however, what the people in the affected areas needed kept changing....  Initially focused on daily necessities, but they began to ask for mental care.

*A Japan-born international cooperation NGO that works to advance women's SRHR (sexual and reproductive health and rights).

Shibuya

Shibuya

Yes, as the recovery progresses, the demands change. We received requests for juices and desserts.

What was the situation like for stores in the affected areas?

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Monoe

Monoe

At York Benimaru Minato-Kazuma Store, communal living with the local residents began immediately after the disaster. The store employees played a huge role in this situation. They did their best to take care of the evacuees, while waiting for information about the safety of their own families. I am truly grateful to them.

Kimura

Kimura

I was unable to return to the Yamoto Store, so I participated in support efforts at the Hebita Store in Ishinomaki City. Two or three days after the earthquake, two of my former colleagues who had walked from Minato-Kazuma asked me to deliver water and food to them because they had no food, so I immediately packed up and went to deliver the supplies. I was determined to do what I could at that moment.

Preparing for Future Disaster Response

I am impressed by what Kimura said, "Do what you can do now." I believe that it was because everyone worked so hard in their respective positions at that time, which allowed everyone to move forward little by little. What kind of preparations do you think are necessary as a company and as individuals in the face of possible major disasters in the future?

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Shibuya

Shibuya

The most important thing is to accurately understand the needs of the affected areas. To do that, we must ensure that everyone understands the infrastructure systems we have in place and can respond flexibly.

Having learned from the 3.11 tragedy, we now have an emergency meeting system that is activated immediately in times of crisis, and command structures have been strengthened. Moving forward, we want to enhance cooperation among different companies within our group.

For example, if we could share logistics hubs, we would be able to deliver a greater volume of relief supplies to affected area.

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Ueda

Ueda

Preparation is essential. Disaster stockpiles managed by local governments often include powdered milk but do not have baby-wipes or clothing. Additionally, even mothers who typically breastfeed exclusively may struggle to do so during a disaster. Getting accustomed to using liquid or powdered formula in daily life can be an important form of preparation.

It may seem surprising, but it is a good idea to prepare toys as well. It is also important to take care of the baby's emotion.

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Kimura

Kimura

I want to indicate the importance of evacuation drills. It's crucial that people clearly understand what they need to do if a disaster strikes. Practicing evacuation routes by physically walking them multiple times is key.

Another essential point is emphasizing that employees must secure their own safety first. When they are safe, they can effectively assist customers in an emergency.

Monoe

Monoe

In addition to training and preparation, I realized how important the relationship between stores and local communities is. One of my most unforgettable moments was two years after the Great East Japan Earthquake when we rebuilt the Minato-Kazuma Store. A customer told us, "Now we can live our lives again. Thank you for the rebuilding." Knowing that we could be a source of support for the community also gave us strength.

Shibuya

Shibuya

I completely agree, I believe that stores can give hope for people. After reopening 7-Eleven stores, we received comments such as, "Just having someone to talk to makes me happy. Thank you for staying open" and "Seeing the store lights on gives me hope."

Monoe

Monoe

You can really feel how the store became a source of emotional support for the local community. While a part of me wants to forget about the disaster, I also believe it is important to pass on our experiences to future generations. I believe this will help us prepare for the future.

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Never forget the gratitude to the people we live with and build upon what we can do. What can we do to prepare for disasters in case of emergency – the answer to that lies in the experiences and stories of each individual.

This text has been translated using an automatic translation tool.

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