#Japan #Kota #Oikura #Market Enterprise #Kota Town

Kota Town Collaborates with Market Enterprise for Reuse Initiative

In an effort to embrace sustainability, Kota Town in Aichi Prefecture is entering a partnership with Market Enterprise, a Tokyo-based corporation, to launch a reuse business known as "Oikura". This collaboration aims to construct a system that enables residents to recycle unwanted items rather than discarding them, thus contributing to waste reduction and fostering a circular economy in the community. The initiative will officially kick off on October 29, 2023.

Background and Progress

Kota Town has been engaged in various Sustainable Development Goals (SDGs) initiatives, including a recycled furniture project and the sale of recovered bicycles. However, the town has identified significant amounts of reusable items being disposed of as waste, prompting a need for new awareness and educational measures for residents. Meanwhile, Market Enterprise has focused on online reuse projects, consistently advocating for a "optimized trading company for a sustainable society." Their involvement in public-private partnerships for SDGs reflects a commitment to collaboration, making their outreach to Kota Town particularly relevant. Together, they recognized mutual goals, leading to the establishment of the Oikura platform for promoting reuse activities in the locality.

Understanding Oikura

Oikura is an innovative reuse platform managed by Market Enterprise. It allows individuals wanting to sell unwanted items to request estimates through the website, which then reaches various participating reuse shops for comparative pricing. This streamlined approach has attracted approximately 1.55 million users as of June 2025, who appreciate the convenience of handling multiple price comparisons with just one request. This feature is especially significant for those seeking quick and effortless sales of personal items.

Addressing Challenges in Kota Town

Kota Town currently handles bulky waste collection through designated drop-off points or paid home collection services with prior applications. However, residents must generally transport larger items themselves. Oikura changes this narrative; the platform offers on-site purchasing services that even include item removal from residences. This makes it much simpler for residents to sell large or heavy items without the burden of hauling them outdoors.

Additionally, items that are regulated under the home appliance recycling law, such as refrigerators and washing machines, can potentially be purchased if they are still functional. Notably, sales and exchanges can occur as quickly as the same day a request is made through Oikura. Importantly, this initiative presents no cost burden to the local government or its residents.

Future Steps

On October 29, 2023, at 3:30 PM, information about Oikura will be updated on the Kota Town website, allowing residents to directly apply for unified estimates of their unwanted items. This partnership is expected to significantly enhance the secondary market and contribute to waste reduction throughout the community, alleviating the costs and volume of waste processing for local authorities. By increasing awareness of the reuse options instead of disposal, residents will have greater choices for managing unwanted items while contributing to fostering a circular economy. Furthermore, this initiative aims to shift community perspectives toward reuse, promoting a culture of sustainability in the town.

About Kota Town

Nestled in the southeastern region of Aichi Prefecture, Kota Town is strategically located within a 45-kilometer radius from Nagoya, a hub of central Japan. The town is surrounded by cities including Okazaki, Nishio, and Gamagori. Its topography features hilly areas, reaching up to 439 meters at Mount Enbō, and extends to plains nourished by the Hirata River. Blessed with a mild climate and rich natural landscapes, Kota has a balanced development across various industries, such as manufacturing led by the automotive sector, alongside agriculture featuring the region’s specialty, the “fude kaki” (brush persimmon), and commercial growth attributable to urban planning initiatives. As of August 2025, the town's population stands at approximately 41,895, with 17,023 households, covering an area of 56.72 square kilometers.

About Market Enterprise

Since its establishment in 2006, Market Enterprise has been a leader in the digital reuse sector, exploring additional business avenues such as mobile communication and media operations. The firm aspires to navigate toward a sustainable future, having transitioned from the Tokyo Stock Exchange Mothers to the Prime Market. Its diversified internet reuse services, including Oikura, have successfully catered to around 9.4 million users globally. The implementation of Oikura in Kota Town marks a significant milestone, with numerous municipalities leveraging this platform for their reuse initiatives, totaling 284 across Japan. For more information on Oikura, visit their official website.