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Series IconDirect Voices of 3.11 [2]
Published Date: 2016/03/15

The Mayor of Onagawa Town Speaks: The Reality and Future of Reconstruction.

Five years after the Great East Japan Earthquake, the question of what true recovery means remains. In this series, Dentsu Inc.'s cross-organizational team, the "Tohoku Recovery Support Network," reports on local voices from regions with which it has deep ties. For the second installment, Mari Sakanaka from Dentsu Inc.'s Corporate Affairs Division, Social Contribution Department, visited Onagawa Town in Miyagi Prefecture.

Onagawa Town, one of the areas that suffered immense damage, lost 827 residents—8% of its population—and saw approximately 70% of its homes completely destroyed.
Four years after the disaster, the new Onagawa Station opened in March last year, followed by the tenant-based commercial facility "Seapalpia Onagawa" in front of the station in December of the same year. The town aims to build a community that can sustainably develop even in a declining population society.

What is the reality of the recovery? How are residents involved in rebuilding? What are the prospects for the future? We spoke with Mayor Yoshiaki Suda.
 

シーパルピア女川でスローガンを掲げる須田町長
Mayor Suda displaying the slogan at Sea Pal Pia Onagawa


The real work begins now

Sakanaka: Onagawa Town is often described as "making progress in reconstruction." What is the current situation?

Mayor: While about 50% of households in Miyagi Prefecture as a whole have rebuilt their homes or been provided with land, in Onagawa it's only 36%. Onagawa originally had little flat land, so large-scale land development is necessary. Because of this, we've kept the affected residents waiting and caused them hardship – that's the current situation.

Large-scale land supply will begin this year. We are finally entering the phase where we can genuinely start providing new homes. This is the period when everything we've built up step by step will take shape all at once. We've just reached the entrance to recovery.

Sakanaka: On April 19th, one month after the disaster, the "Onagawa Town Reconstruction Liaison Council" was established. This council, spearheaded by the local business community and working in partnership with the administration, aims to drive reconstruction efforts.

Onagawa gained attention for shaping its town development together with its residents.

Mayor: Onagawa suffered the highest damage rate relative to its size, but it was originally a town of about 10,000 people. It's a size where the head of the administration can directly engage with all the residents. This approach was possible precisely because of that size. However, I don't know if this approach was the right one.

For example, I've held about 200 explanatory meetings so far, directly responding to residents' opinions.

But if, say, Ishinomaki City—which is larger in area and scale of damage—tried to do the same, they'd likely need to hold 1,200 to 1,300 meetings just for public briefings. And the mayor himself would have to do it. That's impossible, right?

We managed to do it our way in Onagawa Town, but I have no idea if this was the best approach.

Everyone is a stakeholder in town development

Sakanaka: What did you keep in mind when listening directly to residents' voices?

Mayor: The fact that each and every person is a direct victim of the disaster, and that each person has their own distinct desire for what they want to do.

Over 70% of people lost their homes. Nearly 10% lost family members. If you include relatives, that percentage grows even larger.

Amidst this, we are building a new town. Some people had to leave, saying, "I'm sorry I couldn't stay." This is also part of rebuilding their lives, so we must properly see them off.

Sakanaka: So everyone in the town was directly affected.

Town Mayor: That's right. While I hold the position of town mayor, this town isn't built solely from the mayor's perspective. I felt that each person's individual thoughts must be reflected in the new town.

However, it's impossible for all 6,800 remaining residents to agree on everything. So, we first presented our vision, gathered everyone's opinions, and involved them in the planning and drafting process.

Sakanaka: I understand that people in their 30s and 40s became central to town development.

Mayor: The "Town Opening Working Group" has a wide range of participants, from their 20s to their 70s. The reason there are many young people is that they were essentially told, "You guys do it."

We told them, "Those of us over 60 will support you without interfering. You do it. We don't know if we'll even be alive in 20 years. You will be alive then. It's your future, so step up and lead the charge. We'll be your shield."

The younger generation joined partly by choice and partly by necessity. The veterans, of course, aren't just supporting; they're actively voicing their requests.

Sakanaka: Working alongside everyone, I really feel how deeply invested you all are. I often hear people say Onagawa is different from other places. What aspects make it seem that way?

Mayor: I think our greatest strength is probably the unspoken understanding we share, knowing each other's roles and strengths and weaknesses.

In the "Town Opening Working Group" participant list, names used to be listed by affiliation first, then name. Now, names come first. We discuss things first as residents of this community. Then, when we want to achieve something, we act from our positions, like "Tourism Association President."

Even young people voice counterarguments. Instead of getting angry, we've built relationships where we can discuss things.

The biggest catalyst for this change, sadly, was the hellish experience we endured that day. It wasn't about building a team; the entire town of Onagawa became the team.

Our way of thinking doesn't separate public and private; it's about being "me" while also being someone involved with the town. That's why opinions on solving the town's problems keep coming, and before we knew it, a direction was set and we moved into action.

Sakanaka: I understand why your actions have such speed.

Visitors can freely decide how to use it

Sakanaka: Last March, the new station opened, and in December, the station front shopping district opened. How do the townspeople feel since the "town opening"?

Mayor: There are complex feelings here. Of course, everyone wants to see the town's vitality restored, or even surpass what it was before. But at the same time, there's a frank feeling that the place to live isn't quite there yet.

Housing is the top priority, but in terms of policy project sequencing, we must properly restore the core transportation infrastructure. As a result of advancing everything simultaneously, the shopping district—the nucleus of the town's vibrancy—came first.

Some people take a positive view, thinking, "Okay, next up is housing, right?" But naturally, there are also opinions saying, "No, no, the order is wrong."

Sakanaka: How have residents reacted to the new station-front shopping district?

Mayor: Some say, "It's become really wonderful," or "I'd want to stay in a town like this." On the other hand, others mention it lacks Onagawa's character, or that it's too stylish, or that it resembles places like Daikanyama or Karuizawa. Well, we respond by saying, "No, those places are the ones that should be more like Onagawa!" (laughs).

That "Onagawa-ness" is something we ourselves will build going forward. Some say it's too tourist-oriented, but that's completely irrelevant. The shopping district will become the core where people connect. It's not about being outward- or inward-facing; it's about how we all make the most of that kind of space together.

Sakanaka: Creating a place for interaction, then collectively building what makes Onagawa unique from here on out. That's truly wonderful.

Mayor: What should the new town be like? What meaning should we imbue it with? We've all thought about these things one by one, learning together, experiencing together, and the worries we've accumulated over time have shaped that area.

Sakanaka: How do you envision the new town developing from here?

Mayor: The enjoyment provided by content designed solely to attract visitors is fleeting. We've always prioritized creating a space where both visitors drawn by the content and the residents themselves can continuously generate their own enjoyment.

Sakanaka: So, a town where anyone can freely decide how to spend their time?

Mayor: Exactly. The brick path in the station front shopping district is 15 meters wide—it's both a road and a plaza. You can stroll with a coffee in hand; just the other day, kids were having a snowball fight there.

We want to make it a place where people can freely shape their own experiences amidst the changing seasons and weather.
 

商店街のレンガ道
Shopping Street Brick Path


As a social experiment site

Sakanaka: Tohoku is often called a region at the forefront of social challenges, a testing ground for solutions. In Onagawa, concrete action is emerging with corporate participation. We might start hearing about something like an "Onagawa Model" soon.

Mayor: We're essentially playing a real-life "SimCity." It's like a social experiment to build an entire town. And it's not just about the physical infrastructure; we're also shaping the very nature of the community. We're literally building a miniature version of society itself. Starting from scratch.

Following the disaster, Onagawa experienced continuous population outflow and has the worst population decline rate in the nation. It is a pioneer in facing challenges that other Japanese regions will likely encounter. Being a pioneer in challenges also means being a pioneer in possibilities; we must demonstrate the sustainability of rural areas.

We're securing reconstruction funds by placing the burden on the entire nation. I believe demonstrating this potential is our responsibility.

When trying something new, both the scale and the mentality in Onagawa allow for quick responses. We can move to implementation fast and see results quickly. I think there are people who see us as a testing ground. The risks involved are also manageable.

Sakanaka: What do you expect from companies?

Mayor: First, just come visit. Use Onagawa as a place to collectively shape future approaches and new possibilities. Simply getting involved and running alongside us could be interesting.

A relationship of sharing

Mayor: When considering how each local community will survive, I believe it's crucial to share all kinds of assets—human resources, intellectual property, and more—not just within the region but also with other areas. This sharing shouldn't be limited to rural areas; it should include urban centers too. Without this, regions will likely decline, and ultimately, that decline will reverberate back to the cities.

Sakanaka: So it's not about one-sided relationships.

Mayor: Since the earthquake, we've gained many things through the connections, experiences, and encounters we've shared with everyone, even amidst our grief. To create new possibilities, I believe we must continue sharing these things.

Please come and see for yourselves what "assets" we possess. Staying two nights will give you a good idea (laughs).

Sakanaka: Last year, we helped create the slogans "Toward the town where the world's most new starts are born" and "START! ONAGAWA." As Dentsu Inc. members, we learned so much through that process.

We discovered that confronting things solely with our own values doesn't always work, and there were many different values we only came to understand by actually doing it.

Mayor: We've had the same experience. There are naturally times when the responsibilities we locals take for granted and the new things outsiders want to achieve don't align.

But it's also true that something new emerges from this. Even with differing values, through discussion we discover common ground, and that's where the hope for both sides to work together is born.

The people of Onagawa Town look confident, don't they? It might be a bit inefficient, and we might even be making mistakes, but when it comes to what we've done since the disaster, everyone truly has confidence in it.

But it wasn't always like that. These past five years have made them that way.

Sakanaka: Thank you very much.

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Author

Yoshiaki Suda

Yoshiaki Suda

Born in Onagawa Town, Miyagi Prefecture, 1972 Graduated from Ishinomaki High School and Meiji University's School of Business Administration Joined Dentsu Tohoku (now Dentsu East Japan Inc.) First elected in 1999 in a Miyagi Prefectural Assembly by-election (served three terms) Served as Chair of the Miyagi Prefectural Assembly Standing Committee on Environment and Living, Chair of the Standing Committee on General Affairs and Planning, Secretary-General of the Miyagi Prefectural Liberal Democratic Party, and Chair of the Central Standing Committee of the Youth Bureau, among other positions Member of the Cabinet Office "Choosing the Future" Committee, Regional Future Working Group Holds current position since November 2011

Mari Sakanaka

Mari Sakanaka

Dentsu Inc.

Joined Dentsu Inc. in 1982. Handled planning duties in the Magazine Division (now the Publishing Business Development Division). After working in the Corporate Communications Division, joined the Social Contribution Department in February 2012. Engaged in activities such as the "Michinoku Reconstruction Project Partners," a collaboration between the NPO ETIC. and corporations to support social entrepreneurs in Tohoku.

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