#Japan #Oikura #Katsuura #MarketEnterprise #Katsuura Town

Katsuura Town Starts Eco-Friendly Reuse Initiative with Oikura

Katsuura Town in Tokushima Prefecture, under the leadership of Mayor Takenori Nogami, has recently entered into a partnership with MarketEnterprise Co., Ltd., a company based in Chuo, Tokyo (President: Yasushi Kobayashi), to launch a reuse project aimed at addressing local community challenges. The collaboration will kick off on August 31, 2026, utilizing the reuse platform "Oikura" to create a system that promotes the reuse of unwanted items rather than disposal, thereby working towards reducing waste and fostering a circular economy in Katsuura Town.

Background and Motivation

Over the years, Katsuura Town has implemented various initiatives to achieve sustainable development goals (SDGs), including leveraging private reuse businesses. However, the town faces increasing costs related to waste disposal and challenges in guiding residents on waste sorting. To tackle these issues, Katsuura Town sought new strategies to raise awareness and educate citizens on reuse activities.

On the other hand, MarketEnterprise is focused on internet-based reuse operations, striving to become a "best optimization trading company for a sustainable society". They have actively participated in the “Public-Private Partnership Platform for Regional Revitalization SDGs” and other initiatives. Recognizing the synergy between their objectives and Katsuura's needs, the two parties decided to join forces in the reuse project utilizing Oikura.

What is Oikura?

Oikura is a reuse platform managed by MarketEnterprise that allows individuals looking to sell unwanted items to request appraisals. Users can submit their items through Oikura, which simultaneously requests assessments from affiliated reuse shops across the country. This system enables users to compare prices, purchase methods, and customer reviews in one go. Oikura has garnered a positive response for its simplicity and has been used by approximately 1.68 million people as of February 2026.

Katsuura's Challenges and Solutions with Oikura

In Katsuura, bulky waste collection occurs three times a year at designated collection sites, requiring residents to transport large and heavy items outside their homes. Oikura offers in-home pickup service for large items, which simplifies the process of selling them. This service also has the potential to purchase household appliances, such as refrigerators and washing machines, that fall under the Home Appliance Recycling Law, provided they are still usable. By utilizing Oikura, residents can sell unwanted items and complete the transfer in as little as one day. Importantly, Katsuura Town residents can take advantage of this service at no cost to the municipality.

Future Outlook

On August 31, 2026, at 1:00 PM (with a chance of slight changes), information about Oikura will be published on Katsuura Town's website, allowing residents to easily request comprehensive appraisals for their unwanted items. This collaboration between Katsuura Town and Oikura is expected to invigorate the secondary distribution market, promote a circular society, and reduce the town's waste processing volume and associated costs. By increasing awareness of simple reuse options, the initiative aims to offer residents a choice to opt for reuse over disposal, catering to the diverse needs of waste management. Furthermore, it is anticipated to enhance the residents' attitudes towards reuse as well as the promotion of a circular economy.

About Katsuura Town

Katsuura Town is located in the mid-stream area of the Katsuura River in the eastern part of Tokushima Prefecture. The town boasts a basin topography surrounded by mountains, with the Katsuura River flowing east to west through its center. Benefiting from abundant water resources and a mild climate, the area maintains a lush natural environment. Katsuura is renowned as the birthplace of Awa mikan (a type of citrus) cultivation, claiming a significant production volume in the region. Historically, it is associated with the 20th temple of the Shikoku 88 Sacred Sites, Tsuruyama Temple.
The town has also gained attention for the Awa Katsuura Big Hina Matsuri, an exhibition of hina dolls, which began in 1988 and has inspired similar events nationwide. Local events, such as the Big Hina Matsuri in February and the Katsuura Cherry Blossom Festival in March, are run predominantly by community groups. In 2018, the discovery of a bone bed containing dinosaur fossils garnered considerable interest.

Population: 4,378 (2,106 males, 2,272 females) (as of August 1, 2026)
Households: 2,063 (as of August 1, 2026)
Area: 69.83 square kilometers (as of August 1, 2026)
Website: Katsuura Town Official Site

About MarketEnterprise Co., Ltd.

• - Company Name: MarketEnterprise Co., Ltd.
• - Location: 1-10-6 Ginza First Building 2nd & 3rd Floors, Chuo, Tokyo
• - CEO: Yasushi Kobayashi
• - Established: July 7, 2006
• - Listing Market: Tokyo Stock Exchange Standard Market (Securities Code: 3135)
• - Business Focus: Internet-based reuse business, mobile communication business, and others
• - Number of municipalities adopting Oikura: 344
• - Oikura for Municipalities Website: Oikura Municipalities Site
• - MarketEnterprise Website: MarketEnterprise Official Site