The Hokuriku Electric Power Company 北陸電力 supplies power by a regulated monopoly to Toyama Prefecture, Ishikawa Prefecture, the northern part of Fukui Prefecture, and northwestern parts of Gifu Prefecture. It is often abbreviated 北電 within its area of service, but out of that area the name can also refer to the Hokkaidō Electric Power Company so it is also shortened to 陸電. Their headquarters are in Toyama, Toyama. Recently, Kei Takahara was adopted as their image character. They have also launched a campaign called 電気DE元気. Wikipedia