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Electric Stoves, Heaters Key for Japan’s Nuclear Utility

  • Kyushu utility promoting ‘all electric household’ after reform
  • Co. suspended similar promotion after Fukushima meltdown
Kyushu Electric's Sendai nuclear plant in Kagoshima Prefecture.

Kyushu Electric's Sendai nuclear plant in Kagoshima Prefecture.

Photographer: Tomohiro Ohsumi/Bloomberg
Updated on

The first Japanese utility to restart a nuclear reactor under post-Fukushima rules has restarted a campaign urging users to increase power consumption discontinued after the unprecedented triple meltdown in March 2011.

Kyushu Electric Power Co., which expects at least two nuclear reactors to be online next year, aims to start a television advertising campaign to promote the adoption of “all electric households,” according to spokesman Shinpei Ikeda. The company began a web campaign earlier this month, and is offering promotions for customers who purchase electric stoves and heaters. By using electricity instead of gas, the Fukuoka-based company is hoping that households boost stagnating demand and eat up some of its excess supply.