#Japan #Sendai #Sendai City #Oikura #MarketEnterprise

Sendai City Launches Sustainable Reuse Initiative with MarketEnterprise

On May 30, marking the 'Zero Waste Day', Sendai City in Miyagi Prefecture, under the leadership of Mayor Kazuko Kori, announced a collaboration with MarketEnterprise, a leading reuse platform based in Tokyo, to tackle local waste management challenges. This initiative is set to commence on May 29, 2026, aiming to establish a robust framework that encourages the reuse of unwanted items within the community, thereby steering Sendai towards a more sustainable, circular economy.

Background and Motivation

Sendai City has been actively involved in various recycling and waste reduction activities, including the collection and exchange of clothing, books, miscellaneous goods, furniture, and appliances at its Recycling Plaza. The city has also been providing information on private reuse services through its website, all in alignment with the Sustainable Development Goals (SDGs). However, the increasing costs of waste disposal combined with an aging population struggling with the logistics of large-item waste disposal highlighted significant challenges. Many items discarded as waste still hold potential for reuse, prompting the city to explore new methods to raise awareness and facilitate reuse activities.

MarketEnterprise, focusing primarily on reuse operations, has been paving its path with a vision of being 'the optimal agency for a sustainable society.' The company’s participation in public-private collaborative SDGs projects and initiatives like the 'Instrument Donation Hometown Tax' showcases its commitment to overcoming barriers between governmental and private sectors. Recognizing mutual goals, the partnership with Sendai City was forged to promote a culture of reuse through the Oikura platform.

Understanding Oikura

Oikura is an innovative reuse platform developed by MarketEnterprise that allows individuals wishing to sell unwanted items to request evaluations online. Upon request, users can receive assessments simultaneously from multiple participating reuse shops nationwide. This streamlined approach makes it easy to compare purchasing prices, logistics, reviews, and more, ensuring an efficient selling process. As of February 2026, approximately 1.68 million users have enjoyed the convenience that Oikura offers.

Visit the website for more information: Oikura

Addressing Sendai's Challenges with Oikura

In Sendai, large-item waste collection is charged for and typically requires residents to transport items themselves to waste management facilities or request pick-up services. However, Oikura can eliminate this hassle as it offers an option for on-site evaluations and pick-ups. This is particularly beneficial for bulky or heavy items, making the selling process easier. Moreover, consumer electronics, such as refrigerators and washing machines, which fall under the Household Appliance Recycling Act, can be sold if still functional. Users may potentially finalize the sale and pick-up of items on the same day they request the service.

The collaboration does not impose additional costs on either the residents or the city, ensuring that the service is sustainably accessible.

Looking Ahead

Starting from May 29, 2026, interested residents will have access to Oikura’s services right on the Sendai City website, not only allowing them to arrange for bulk assessments but also raising public awareness about reuse practices. This initiative anticipates invigorating the secondary market and actively reducing waste disposal demands on the local government, consequently lowering processing volumes and costs associated with waste management.

As the project progresses, it could change residents' perception, emphasizing the importance of choosing reuse over disposal. Engaging citizens in reuse methods could significantly enhance their willingness to participate in a circular economy.

The partnership symbolizes a key public-private effort to address both the social and economic issues surrounding waste management, aiming to forge a more sustainable community for future generations.

About Sendai City

Located in the central part of Miyagi Prefecture, Sendai City serves as its capital and stands as the only government-designated city in the Tohoku region. Renowned for its scenic views, including the Ou Mountains to the west and the Pacific Ocean to the east, it is affectionately called the 'City of Trees'. With a moderate climate and low snowfall, it boasts livable conditions year-round. Historically, Sendai flourished as a castle town established in 1600 by Date Masamune, and today it serves as a vital transportation hub connecting the Tohoku region. Following the 2011 Great East Japan Earthquake, Sendai has also embraced the role of promoting disaster preparedness and environmental consciousness in urban settings.

The city had an estimated population of over 1,062,956, comprised of nearly equal gender representation, reflecting a diverse community of engaged citizens ready to champion sustainability.

For more information about Sendai City, visit: Sendai City Official Website

About MarketEnterprise Inc.

Founded in 2006, MarketEnterprise Inc. has rapidly grown to become a major player in the network-based reuse sector, alongside its ventures in mobile telecommunication and information media management. The company’s vision of establishing a sustainable society has guided its development and operations. It made its public offering on the Tokyo Stock Exchange in June 2015 and later transitioned to the Standard Market. With notable services like Oikura and an international reach that includes exporting used agricultural machinery to over 80 countries, the firm has supported around 9.4 million users in its innovative reuse services. The introduction of Oikura to Sendai adds to a growing list of 329 municipalities nationwide in collaboration with MarketEnterprise.

Explore more about MarketEnterprise at their official website: MarketEnterprise