This chapter reviewed the population situation in affected areas based on census results and the changing political leadership 13 years after the Great East Japan Earthquake. In this context, we examined the challenges in the promotion of business, especially social business, in affected areas, such as the “subsidy trap,” the “valley of death,” and the “market size problem.” Given that huge budgets have been allocated for reconstruction in the areas affected by the Great East Japan Earthquake, it is important to link “work” and “community development,” while changing the approach to subsidies and social business development projects for their most effective use. Thirteen years after the Great East Japan Earthquake, reconstruction has entered a new stage. This implies that subsidies and social businesses must also change. As the population continues to decline, social business will play a major role in the new “creative reconstruction.”