At least 20 people have been killed in the powerful earthquake that struck Japan on Monday, according to local media reports.
The 7.6-magnitude quake struck in mid-afternoon Japan time on Monday, causing residents in coastal areas to flee to higher ground as tsunami warnings were issued.
Thousands of army personnel, firefighters, and police officers from across Japan are being sent to the worst-hit area in the relatively remote Noto peninsula, Ishikawa prefecture.
But rescue efforts have been hampered by badly damaged and blocked roads in the region, and one of the area's airports has been forced to close because of cracks in its runway.
Japan's Prime Minister Kishida says about 1,000 members of the self-defence forces are involved in search and rescue efforts in quake-hit areas.
Police and firefighters are also involved.
"The search and rescue of those impacted by the quake is a battle against time," Mr Kishida said during an emergency disaster meeting broadcast on TV.
"We must rescue them as quickly as possible, especially those who are trapped under collapsed structures."
A new earthquake warning has been issued for Ishikawa prefecture - located on the west of Japan's main Honshu island.
Aftershocks have been continuing to shake Ishikawa and surrounding areas in the hours since the 7.6-magnitude quake struck.
There've been more than 90 tremors detected since Monday, according to Japan's meteorological agency.
