#Japan #Oikura #Market Enterprise #Sanjo City

Sanjo City Initiates Collaboration for Waste Reduction

As the year-end approaches, Sanjo City in Niigata Prefecture has announced a strategic partnership with Market Enterprise Co., Ltd. This alliance, which comes into effect on December 18, 2025, aims to tackle local waste management challenges through a reuse initiative leveraging the 'Oikura' platform, developed by Market Enterprise. The goal is not only to reduce waste but also to foster a circular economy within the community by promoting the reuse of unwanted items rather than discarding them.

Background and Motivation

Over the years, Sanjo City has made strides in environmental initiatives, including selling reusable items at their environmental promotion facility, 'Kankyouan.' However, the rising costs associated with waste disposal and the realization that many items disposed of still retain reuse potential have led city officials to seek more effective reuse strategies. Market Enterprise has already made a mark in the reuse sector, operating an online platform focused on sustainability and actively participating in initiatives like the 'SDGs Local Revitalization Public-Private Partnership Platform.' This collaboration sprouted from mutual interests in enhancing reuse practices to develop a sustainable community.

What is 'Oikura'?

'Oikura' is a comprehensive online platform where individuals looking to sell unwanted items can request appraisals from numerous registered reuse shops across the country. Users can conveniently compare prices, sales methods, and feedback from other users, making the selling process user-friendly and efficient. Since its inception, about 1.55 million users have engaged with the platform, underscoring its popularity and effectiveness in promoting reuse.

Addressing Sanjo's Challenges

Sanjo City currently offers paid collection of oversized waste either through a designated collection service or by direct drop-off at their cleaning center. However, residents often face hurdles when it comes to moving large and heavy items outside their homes. The 'Oikura' service addresses this by providing the option of in-home collection, allowing residents to effortlessly sell large appliances like refrigerators and washing machines, given that they are still in usable condition. By utilizing 'Oikura,' residents can arrange for swift evaluations and transactions, sometimes within the same day, further facilitating decluttering without imposing additional financial burdens on the city.

Next Steps

On December 18, 2025, at 15:30 (subject to change), Sanjo City will publish detailed information about the 'Oikura' service on its official website, enabling residents to access bulk appraisal requests easily. The collaboration with 'Oikura' is expected to invigorate the second-hand market, leading to further reductions in waste and costs for municipal waste management. As citizens become aware of this more convenient method of reuse, it’s anticipated that more residents will be inclined to choose reuse over disposal, catering to the evolving needs for waste management in the community. This initiative is poised not only to alter the public’s perception of reuse but also to instill a greater consciousness of sustainability and environmental responsibility among citizens.

About Sanjo City

Sanjo City is renowned for its thriving metal processing industry and is often referred to as a 'manufacturing town' in conjunction with its neighbor, Tsubame City. The location is home to award-winning nail care products and traditionally crafted knives, contributing to its rich cultural heritage in craftsmanship. In 2021, the city hosted the 'Tsubame-Sanjo Factory Museum' exhibition, which received the prestigious Red Dot Design Award in the Brand & Communication Design category. Sanjo is also making a name for itself as an outdoor manufacturing hub, while its fertile land produces high-quality agricultural products such as the rare Western pear, 'Le Lectier.' With a population of approximately 89,901 residents and covering an area of 431.97 square kilometers, the city continues to thrive economically and culturally.

About Market Enterprise Co., Ltd.

Founded in 2006 and evolving to become an optimization agency for sustainable societies, Market Enterprise specializes in internet-based reuse operations. It successfully went public on the Tokyo Stock Exchange and has expanded its services across mobile communications and information media. Notably, it operates the 'Oikura' platform, alongside a host of other initiatives, affirming its commitment to fostering a sustainable future. As of 2025, it has provided its services to over 9.4 million users and now serves 294 municipalities across Japan, marking an unprecedented growth trajectory for the reuse sector. For more details on 'Oikura' and Market Enterprise’s initiatives, visit here and here.