Recently, Kei Takahara was adopted as their image character.

They have also launched a campaign called 電気DE元気 (Denki DE Genki).

[citation needed] In 2011 Rikuden's power generating mix in percentage of total output was as follows:[1] In 2011 Rikuden had a total generating capacity of 8,058 MW (9,185 MW, including purchased or contracted capacity).

Rikuden has 1,905 MW of hydroelectric capacity through 128 separate generating stations.

Rikuden generates 7 MW electricity from renewable sources at 5 sites.