In daily life of the Japanese people, earthquakes are normal (of course that does not mean that they like it). That does not mean they do not take precautions. Much of Japanese society anticipated that at some point there will be a great earthquake, and therefore they have prepared at home survival kit which usually continually renewed to overcome the first moments of the potential earthquake.
Normally in a backpack is usually prepared with water, first aid kit, toilet paper, canned food, some sort of radio or alarm that does not need batteries, lantern, and even a helmet.
Surprisingly, in supermarkets we can find a corner dedicated to this type of survival products.