Sharing the Spirit and Resilience of Fukushima with the World

The outstanding food, drink and cultural attractions being produced in the rejuvenated Tohoku were enjoyed by global business and policy leaders attending the World Economic Forum in Davos, in January.

Tohoku’s recovery from the 2011 Great East Japan Earthquake was on display at a “Japan Night Davos 2026” booth at the exclusive meeting in the mountains of Davos, Switzerland. More than 650 WEF delegates attended the popular event, which included representatives from 17 host Japanese companies.

Guests sampled Fukushima’s multi award winning sake and peach juice from the region and could pick up an “akabeko,” a traditional folk toy in the shape of a red cow.

The booth was organized by Japan’s Reconstruction Agency, which has led government efforts to rebuild after the massive earthquake, tsunami and nuclear crisis devastated the Tohoku region 15 years ago. International guests also watched a video presentation showing residents, including foreign visitors, sharing their stories of recovery. Dr. Andre Hoffmann, WEF Co-chair, mentioned the 15th anniversary of the disaster in his speech.

In an interview with Mr. Arif Durrani, Global Director of Reuters Plus, Mr. Masahiro Matsui, Deputy Director of Reconstruction Agency, said: “It’s an honor to have this occasion to highlight Japan’s resilience on the occasion of the Davos conference. With so many leaders in the political and economic world present, it’s a good opportunity to convey our message to the global community: This year marks the 15th anniversary of the great East Japan earthquake. And while some challenges remain, the reconstruction has made steady progress.

A record 42.7 million foreign tourists visited Japan last year, up nearly 16 percent from 2024, attracted by its abundance of fruit, rice and seafood, and Fukushima’s acclaimed sake and peach juice. Sake brewers in the prefecture have won a record number of gold medals at the National New Sake Appraisal contest. Mr. Matsui also highlighted the region’s diverse nature that can be enjoyed in all seasons.  

“From cherry blossoms in the spring to beautiful oceans and yellow fields in the summer, and outdoor activities ranging from hiking to golf and top-notch skiing, I hope that more people come and enjoy Fukushima culture,” he said.  

Mr. Durrani said: “It was a pleasure to see and feel the passion and commitment to the reconstruction of Fukushima. Resilient Japan has done it again. The food and drink being produced in the region will be a welcome boost to the economy and tourism alike, and I am sure the area will continue to attract more international interest in the years ahead.”

Even as the region has rebuilt, it treasures its roots and traditions. Visitors to the booth in Davos were gifted with small red “akabeko” cows, a folk craft dating back 400 years, through capsule toy experiences and a live painting demonstration. Made of papier-mâché with bobble heads, the toys are believed to ward off disease.

According to legend, a strong red cow helped carry building materials for a temple and stayed behind after the temple was built, becoming a symbol of loyalty and perseverance. Mr. Matsui said the akabeko was a suitable symbol for the region. “We wanted to convey the message that the disaster area has come back and been reconstructed. This is a great moment to celebrate Japan’s resilience and progress on the world stage.”