Okinawa's Naha City Partners with Market Enterprise for Reuse Initiative

Okinawa's Naha City Partners with Market Enterprise for a Sustainable Future

In an effort to address societal challenges related to waste management and reusing items, Naha City in Okinawa has officially announced its collaboration with Market Enterprise, a Tokyo-based company known for its innovative 'Oikura' reuse platform. This partnership is set to commence on May 19, 2026, marking an essential step towards reducing waste and promoting a circular economy in the region.

Background and Rationale

With an increasing aging population, Naha City has witnessed a surge in the number of residents facing difficulties in disposing of bulky waste. This issue, coupled with the realization that many items being thrown away are still reusable, has prompted city officials to consider new strategies for enhancing reuse efforts in the community. On the other hand, Market Enterprise has made significant strides in the reuse sector, continually striving towards the vision of creating a sustainable society. Their involvement in various initiatives, including the 'Regional Revitalization SDGs Public-Private Partnership Platform' and other community-based sustainability projects, showcases their commitment to aiding both businesses and municipalities in achieving SDGs goals.

The mutual interest in fostering a circular economy prompted Market Enterprise to approach Naha City. Thus, the partnership focusing on enhancing reuse activities through the 'Oikura' platform was born.

Understanding 'Oikura'

The 'Oikura' platform allows individuals wishing to sell their unwanted items to submit a valuation request easily. Once a request is made, it is sent to various affiliated reuse shops nationwide, enabling sellers to compare prices, collection methods, and customer reviews all in one place. The convenience of obtaining multiple assessments with a single request has garnered favorable feedback and attracted approximately 1.68 million users since its inception.

Website: Oikura

Addressing Naha City’s Challenges with 'Oikura'

In Naha City, bulky waste collection requires citizens to transport heavy and large items from their homes. The 'Oikura' service offers a solution by providing the option of in-home pickup, making it easier for residents to sell sizable items without additional hassle. Furthermore, items such as refrigerators and washing machines, which fall under the Home Appliance Recycling Law, may also be eligible for purchase if they are still functional.

By using 'Oikura', residents can have their unwanted items sold and the handover completed as quickly as the same day. Importantly, this service comes at no cost to the city, thereby not adding financial burdens while enabling residents to utilize the platform effortlessly.

Future Expectations

From May 19, 2026, at 3:00 PM (subject to slight changes), information about the 'Oikura' service will be available on Naha City's official website, allowing residents to apply for bulk assessments for their unwanted items directly. The collaboration between Naha City and 'Oikura' is anticipated to revitalize the secondary market while simultaneously reducing the overall waste generated across the community, contributing to lower municipal waste processing volumes and costs.

As this initiative raises awareness about the convenience of selling items instead of discarding them, it will emphasize reuse as an attractive alternative in the disposal process. This shift is not only expected to enhance residents' consciousness regarding reuse but also support the broader goal of establishing a circular economy.

Through this public-private partnership, both social and economic issues regarding circular society formation will be addressed, paving the way for a future where reuse becomes an integral part of community life.

About Naha City

Naha City serves as the capital of Okinawa Prefecture, located on the southern part of Okinawa Island. The city is characterized by its rich history as a cultural and trading hub, dating back to the Ryukyu Kingdom. Despite the devastation during the Battle of Okinawa in World War II, Naha City has emerged resiliently, evolving into a significant urban center with both advanced infrastructure and a commitment to preserving its natural beauty and historical landscapes.

Population: 311,239 (as of March 31, 2026)
Households: 162,847 (as of March 31, 2026)
Area: 41.42 square kilometers (as of March 31, 2026)
Website: Naha City

About Market Enterprise

Established in 2006, Market Enterprise focuses on internet-based reuse businesses and has expanded into mobile communication services and media operations, reflecting its vision of contributing to sustainable society realization. Having listed on the Tokyo Stock Exchange's Standard Market after starting on the Mothers Market, Market Enterprise has established its reputation in the reuse space through platforms like 'Oikura', engaging with over 9.4 million users.

With 'Oikura' now adopted by 323 municipalities throughout the country, this partnership with Naha City reinforces Market Enterprise’s role in facilitating community sustainability.

'Oikura' municipal website: Oikura for Municipalities
Market Enterprise website: Market Enterprise