#Japan #Oikura #Market Enterprise #Watari #Watari Town

Watari Town's New Reuse Initiative with Oikura

In a progressive move towards sustainability, Watari Town in Miyagi Prefecture has signed a partnership agreement with Market Enterprise, a company based in central Tokyo. This collaboration aims to enhance community-based recycling efforts through the innovative reuse platform, Oikura. Set to roll out on March 24, 2026, this initiative seeks to facilitate the reuse of items instead of discarding them, thus contributing to waste reduction and the formation of a circular economy within the region.

Background and Motivation

Watari Town has long been dedicated to promoting effective resource utilization and minimizing waste through measures such as the establishment of a recycling information bank. However, the town has faced challenges, including increasing waste collection fees and the difficulties that aging residents face in disposing of household waste. Additionally, it was noted that numerous reusable items were being discarded as waste. This prompted the town to explore public engagement strategies to raise awareness around recycling and the importance of reuse.

On the other hand, Market Enterprise has been focusing on initiatives that foster sustainable social practices. The company, which operates digital-based reuse services, has actively participated in various SDGs (Sustainable Development Goals) initiatives, demonstrating its commitment to realizing a sustainable society. Recognizing a shared interest in promoting a circular economy, Watari Town approached Market Enterprise, leading to the creation of this groundbreaking collaboration using the Oikura platform.

What is Oikura?

Oikura, managed by Market Enterprise, serves as a user-friendly platform for individuals looking to sell unwanted items. Users can request appraisals through Oikura, which simultaneously submits these requests to multiple affiliated reuse shops across Japan. This streamlined approach allows users to compare offering prices, method of sale, and shop reviews easily, making it a popular choice among over 1.55 million users as of June 2025. With Oikura, residents can turn unwanted items into cash without the hassle traditionally associated with selling.

Solutions to Watari Town's Challenges

Currently, residents of Watari Town must transport bulky waste to local cleaning centers, a daunting task, especially for older citizens. The Oikura service offers home pickup options, alleviating the challenge of moving heavy items. Should residents choose to utilize Oikura for their unwanted items, the potential for same-day sales and exchanges is made possible, which is particularly beneficial for large appliances that can still be reused. Moreover, this service incurs no cost to either residents or the town’s budget.

Future Prospects

Starting on March 24 at 1 PM, information regarding the Oikura partnership will be available on Watari Town's official website, allowing residents to enroll for bulk appraisals for unwanted items directly. The collaboration between Watari Town and Oikura is expected to enhance the secondary distribution of goods, contributing to the reduction of waste at a municipal level and the greater promotion of a circular economy. This initiative stands to not only ease residents' burdens regarding waste disposal but also instill a stronger culture of reuse among the population.

Efforts to promote sustainable practices through this public-private partnership are likely to lead to a shift in mindset among residents, creating an increasing preference for reuse over disposal. Furthermore, as awareness of such options grows, the town anticipates supporting the diverse needs of its community when it comes to disposing of unwanted goods. Through this collaborative effort, Watari Town aims to address both the societal and economic challenges tied to the establishment of a sustainable, circular community.

About Watari Town

Located in the southeastern part of Miyagi Prefecture, Watari Town is rich in natural beauty, bordered to the east by the Pacific Ocean and the north by the Abukuma River. Historically, it thrived as a castle town under the Datte clan, with many historical sites like Watari Castle ruins still present today. Watari Town is renowned for its strawberry production, benefiting from advanced agricultural techniques. Additionally, the local fishing industry flourishes, featuring traditional dishes that utilize the region’s seasonal seafood, providing a cultural signature that is well-regarded nationwide. Accessibility to Sendai city enhances the appeal of Watari Town, which continues to develop harmoniously amid its historical ambiance and rich natural resources.

• - Population: 32,418 (as of January 31, 2026)
• - Households: 13,607 (as of January 31, 2026)
• - Area: 73.60 square kilometers (as of January 31, 2026)

Discover more about Watari Town on their official website.

About Market Enterprise

Market Enterprise is a versatile company focusing primarily on online reuse services while also running mobile communication and information media operations. Established in 2006, it has continued to grow under the vision of realizing a sustainable society through optimized solutions. Its platform, including Oikura, has significantly expanded, reaching usage by approximately 9.4 million people. Following the implementation of Oikura in Watari Town, the number of collaborating municipalities across Japan has risen to 313. Explore more about Market Enterprise on their website.