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Nankoku City and Market Enterprise: A New Chapter in Reuse Initiatives

Nankoku City, located in Kochi Prefecture, has recently embarked on an exciting collaboration with Market Enterprise Inc., a leading company based in Tokyo, to address issues related to waste in the community through a reuse initiative. This partnership officially began on August 28, 2025, and marks a significant step toward fostering a circular economy in the region.

Strategic Background

The initiative stems from the city’s recognition of the challenges in raising awareness about reuse activities among residents. In response, Nankoku City sought potential strategies to enhance its reuse policies. On the other hand, Market Enterprise has been tirelessly working to promote sustainable societal practices through its online reuse platform known as 'Oikura'. The company envisions itself as a 'optimization trading company for a sustainable society' and has actively participated in various public-private partnerships aimed at advancing the SDGs (Sustainable Development Goals).

The meeting of minds between Nankoku City’s goal of promoting reuse activities and Market Enterprise’s operations naturally led to this collaboration. The 'Oikura' platform facilitates the reuse of unwanted items, conducive to waste reduction and enhancing the local community's recycling efforts.

Understanding 'Oikura'

'Oikura' is more than just a platform; it’s a pioneering service that allows individuals to have their unwanted items appraised by various partner reuse shops across Japan. Users can submit a single request for an appraisal, which is then sent to multiple shops, simplifying the process of selling second-hand items. With a user base of around 1.3 million as of June 2024, it has significantly eased the burden of waste disposal for residents.

Addressing Local Challenges

Nankoku City currently utilizes a reservation system to manage the collection of bulky waste at its landfill. This requires residents to transport large items from their homes, which can be a substantial challenge, particularly for heavier objects. The 'Oikura' platform tackles this issue head-on by offering doorstep pickup services for items that residents wish to sell, greatly simplifying the selling process. Notably, it also allows the resale of units covered by the home appliance recycling law, such as refrigerators and washing machines, provided they are still functional.

Moreover, the efficiency of the service allows residents to complete transactions on the same day they request an appraisal through 'Oikura'. Importantly, there are no costs incurred by the city for residents utilizing this service, ensuring that community members can benefit without financial barriers.

Future Outlook

As of August 28, 2025, the city will begin directly listing information about 'Oikura' on its official website, allowing residents to easily initiate bulk appraisals of their unwanted items. This partnership aims not only to bolster reuse in the community but also to minimize the volume of waste processed by the municipality, helping to lower associated costs.

Through increasing awareness among the public about the ease of reusing items instead of discarding them, the overall mindset towards waste will shift. This initiative provides a broader selection of alternatives, addressing the diverse needs for waste disposal while nurturing a culture of reuse in Nankoku City. Furthermore, it is expected to enhance both social and economic aspects of sustainability within the community.

About Nankoku City

Nankoku City, positioned in the central part of Kochi Prefecture, is the second-largest city in the region adjacent to Kochi City. It boasts excellent accessibility via the Nankoku interchange on the Kochi Expressway and the nearby Kochi Ryoma Airport. Additionally, the completion of the Kochi Nankoku Road further enhances its connectivity. The city is renowned for its manufacturing industries and agricultural practices, particularly rice cultivation, contributing to its charm as a quaint yet progressive urban area. Anchored by its educational institutions such as Kochi University’s Faculty of Medicine and Faculty of Agriculture, as well as the Kochi National College of Technology, Nankoku City strives to develop as a vibrant hub for community engagement and business development.

Population: Approximately 45,635 (as of July 31, 2025)
Households: 22,759 (as of July 31, 2025)
Area: 125.30 square kilometers (as of October 31, 2024)

For more details, visit the official Nankoku City website: Nankoku City

About Market Enterprise

Established in 2006, Market Enterprise focuses primarily on online reuse services, alongside media and mobile communication ventures. With a commitment to sustainability and community benefit, the company was listed on the Tokyo Stock Exchange’s Mothers segment in June 2015 and later moved to the first section in February 2021, and finally achieving Prime designation in April 2022.
Their services have reached an impressive audience, with nearly 9.4 million users benefiting from their reuse initiatives. The introduction of the 'Oikura' service in Nankoku City represents a significant addition to the 272 municipalities nationwide that currently utilize it, reflecting a growing trend toward embracing reuse in local policies.

For further information, visit the Market Enterprise websites: Market Enterprise or Oikura for Municipalities.