To mark the fourth anniversary of the Great East Japan Earthquake on March 11, 2011, Isetan Mitsukoshi Holdings will be continuing its charity campaign to support the reconstruction of East Japan. This year marks the second year of the campaign, and the company will be selling "Acorn Badges" (300 yen) with proceeds donated to the "Recycling Rubble: Forest Great Wall Project." The "Acorn Badges" are made from wood damaged in the earthquake in Minamisanriku Town, Miyagi Prefecture, and are all handcrafted by local residents. Last year, a total of 43,496 badges were sold, raising 6,959,360 yen in donations. This year's badges feature three designs featuring "smiles" by picture book author Sachiko Nishina. The design embodies the hope that the smiles of each sales associate will transcend the boundaries of the group and create bonds between people, thereby expanding that circle.

In addition, the "Recycling Rubble: Great Forest Wall Project" involves building embankments along the coastline using the large amounts of rubble and tsunami sediment generated by the earthquake. On top of this, seedlings grown from acorns of chinquapin, tabu, and oak trees collected in the forests of Tohoku are planted, building a "forest seawall to protect lives" from the next tsunami. Since fiscal 2013, sales staff from the group have participated in tree planting and other project activities as representatives of the Isetan Mitsukoshi Group.

The stores that carry the product are Mitsukoshi Nihonbashi Main Store, Ginza Store, Chiba Store, Ebisu Store, Tama Center Store, Sapporo Store, Sendai Store, Niigata Store, Nagoya Sakae Store, Nagoya Hoshigaoka Store, Hiroshima Store, Takamatsu Store, Matsuyama Store, Fukuoka Store, Isetan Shinjuku Main Store, Tachikawa Store, Matsudo Store, Urawa Store, Sagamihara Store, Fuchu Store, Niigata Store, Shizuoka Store, Marui Imai Sapporo Main Store, Hakodate Store, Iwataya Main Store, Kurume Store, JR Kyoto Isetan, JR Osaka Mitsukoshi Isetan, and a total of 85 stores, including 28 Mitsukoshi Isetan Group department stores nationwide.