The magnitude of the tragedy that struck Japan again has mobilized entertainment giants. After the devastating 7.1-magnitude earthquake that hit the Kumamoto prefecture on July 28, The Pokémon Company announced a massive donation of 100 million yen to directly support victims and fund rescue and reconstruction efforts in the hardest-hit areas.

The violent earthquake reached a maximum intensity of 7 on the Japanese seismic scale, leaving dozens dead, hundreds injured, infrastructure damage, and over ten thousand people evacuated to temporary shelters. In this grim situation, the company behind the successful franchise issued an official statement expressing its deepest condolences to all those affected. The funds will be delivered directly to Kumamoto prefectural authorities and the Japanese Red Cross, as well as channeled through various humanitarian organizations already operating in the area hit by constant aftershocks.

This is not the first time the brand has shown strong social commitment to the region’s residents during critical times. After the tragic earthquakes in Kumamoto in 2016, the company launched the charitable POKÉMON with YOU program, distributing supplies and special Pikachu items to local children as part of a long-term strategy to bring joy to the youngest. This ongoing philanthropic work through its foundation aims to give back some of the immense love the community has shown the pocket monsters over three decades.

Knowing that major Japanese entertainment companies typically react quickly to such natural disasters, do you think other major anime and gaming industry companies will join with similar aid initiatives in the coming days?